POS


product. Now, retailers are bringing the staff from behind the till to help engage customer interest in products, which is something that BT Expedite & Fresca have noticed is a great way to maximise staff efficiency. An example of this is BT’s work with Aurora Fashions to install an excellent iPad­enabled point of sale system. This, Mark Denton, Head of Consulting at BT Expedite & Fresca explains, allows for an “enhanced customer experience across channels by enabling sales associates to quickly and easily access the brands’ websites anywhere in the store, check product availability across the UK and place online orders where the right stock is not immediately available”. A brand new Anywhere, Everywhere


BT Expedite & Fresca helps Aurora Fashions to engage with their customers with the use of new technology that allows sales associates to access stock and place orders whilst chatting to customers.


strategy has been integrated into the way in which Aurora Fashions converses with customers, whereby all online and offline selling channels are integrated. This makes order fulfillment and stock management a coherent process across all channels. “It’s merging multichannel retailing; web, mobile, social and physical,” Group Omni­Channel Director Ish Patel explains, “by empowering store teams to be as information rich as the customer and allowing more time for engagement at the point of decision and not payment”. With tablets at their fingerprints,


members of staff are provided with the tools to encourage additional purchases from customers by bringing up look books to suggest complimentary items, or by picking alternative items out that may also appeal to the customer. It is an excellent idea to conduct this interaction at the point of sale rather than at a static till, when shoppers will have already made their purchasing decisions.


24


The latest advances in technology


provide retailers with an opportunity to completely change their approach to engaging with the customer. Whether this is bringing products to life on screen or simply heading over to say ‘hello’ with a tablet in hand, retailers should be looking to use technology to help make the connection between customer and product more substantial.


Contacts


Shoppercentric T: +44 (0) 1582 468 047 www.shoppercentric.co.uk


Sector T: +44 (0) 1162 874477 www.sectorlive.com


Momentum Instore T: +44 (0) 161 486 7878 www.momentuminstore.com


BT Expedite and Fresca T: +44 (0) 870 8506880 www.btexpedite.com


www.a1retailmagazine.com


A1


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