RetailT
came via mobile devices, and that when these people used more than two devices their conversion rates increased ten-fold, the company realised m-commerce had to be taken seriously. Although Jonathan Wall, group e-commerce
W
director at Shop Direct Group, told Retail Technology magazine that, 18 months ago, conversion rates on mobile was 50% of those on desktops. But what was significant was the rate at which the visitor numbers from mobile devices was growing. “It was not that the final transaction was
on mobile, because it is not a completion tool, but having done the research [on customer behaviours] the increasing visitor numbers was a big light bulb moment for us,” he says. This led the company to end development of
all its apps and to instead concentrate solely on its Java-based Rails website that could be easily viewed on a variety of smaller screens. Once this site was updated and simplified Wall said the decision was then taken to create apps for specific purposes. An early example is set to be a ‘My Account’ app. Other new developments will include the
company’s main site launching on the latest version of its e-commerce platform – the latest version of Oracle ATG’s Commerce 10 product. And Wall added that he had taken some trips over to the start-up technology community in Israel where he has seen many applications that he would like to trial in the UK. “There are 20 businesses that I’d like to pilot
and maybe two or three will actually work. We’ve got lots of brands that we could do these trials on. It’s the speed that is the key [to trialling new technology] and we’re also trying to embed a culture of fast failure,” he explained. One technology he viewed enables retailers’
sites to be tagged for individual customers, which helps them build up a behavioural profile of them. This could then allow relevant messages to be sent to the customer. Another provides the technology to “not make QR [quick response] codes ugly,” he added. “My gut view is that QR codes will not be
used until Apple integrates a QR scanner. At this point retailers will be more willing to put them into their catalogues,” he says, adding that one Shop Direct trial involved using augmented
www.retailtechnology.co.uk
In total, Shop Direct brands receive 800,000 website visits every day
hen Shop Direct Group found that over 40% of customer visits to its websites
Wi-Fi is a key enabler... to marry a traditional shopping trip with digital channels
echnology
reality (AR) technology (from HP) that enabled photos to be scanned in the Holly Willoughby clothing range of the Very catalogue, which then takes the customer to the website. Wall also admitted to having seen some other
interesting, new communication technologies in Israel for use instore, including one that utilises Bluetooth to recognise when a customer has a retailers’ app on their phone. They can then monitor where the customer goes within their store. Such tracking is also possible through the
installation of Wi-Fi instore, although there is some sensitivity about Big Brother-style intrusion. However, this has not stopped a growing army of retailers installing just such technology in their outlets. Among them is Fenwick, which recently began
offering free unlimited Wi-Fi in its 11 department stores, following its installation by BT. Shoppers can now read product reviews online, share purchases on social media platforms, and also compare prices. Andy Baker, chief executive of BT Wi-Fi, commented: “Wi-Fi is a key enabler... to marry a traditional shopping trip with digital channels, such as search and social networks, to improve the shopper experience.” Tesco has also been rolling out Wi-Fi across its
stores as it seeks to link customers’ mobile devices with the grocer’s instore technology applications. Emily Shamma, director for clothing online at Tesco, said the company is currently evaluating a six-month trial with Cisco of five separate technologies for its F&F clothing offer in three large stores (Tesco trials transactional instore kiosks,
RetailTechnology.co.uk, 19 July 2013). The next step will be to roll out selected applications and harness mobile technology to create a multichannel experience. The trial comprised: digital and social signage;
a touchscreen order point kiosk; a Kids StyleMe mirror; a digital mannequin; and a 47-inch touch- screen for displaying customised style guides. The kiosks look to have some future mileage as Shamma said they achieved a “good” level of sales. But the key benefit is that they have raised awareness of Tesco’s online business. This has also been the major upside of the Kids mirrors that also increased dwell time as they have helped mum’s grab some extra time away from the children to put some additional things in their baskets. Shamma revealed that both these technologies will be “cautiously” rolled out. This will be
Autumn 2013 35
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