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Mansfield unveils ‘digital high street’ retail technology scheme
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ottinghamshire market town Mansfield has
adopted Rewarding Visits technology, which will see its shopping areas transformed into ‘digital high streets’. Launched on March 11, the system will see the BID’s (Business Improvement District) existing ‘I Love Mansfield’ scheme upgraded and re-launched with the addition of four digital touchpoints complementing the initiative. Located in the Four Seasons shopping centre, Mansfield Central Library, bus station and Vision West Nottinghamshire College, the touchpoints allow shoppers to print out vouchers to use on money-saving offers and promotions available at a range of town centre businesses. Local firms will be able to add their offers and promotions to the
platform in minutes, which shoppers will be able to view on their mobiles through an app or at the touchpoints. Around 120 retailers from large businesses including Boots and Wetherspoons, to small locally owned independents had live promotions upon launch. These companies will be able to access data on shoppers that have interacted with their offers both for ongoing marketing and additional promotional opportunities. Existing cardholders will be supplied with new cards, and businesses
across the town have been advised on how to benefit from the new scheme. The teams at Rewarding Visits and Mansfield BID have also worked closely to create a new microsite and app supporting the technology, featuring live offers and promotions. Rewarding Visits founder Guy Chatburn commented: “Mansfield has
an extremely forward-thinking BID team that makes it stand out from many other towns. We are very excited to be launching our technology in Mansfield and are sure that it will be a hit with shoppers and local retailers alike.” Mansfield BID manager Sarah Nelson said: “We are proud that, once again, Mansfield is one of the first towns in the UK to get such high- tech systems that will help to drive footfall into the town centre.”
Wearable manufacturers face safety compliance dilemma, warns TÜV SÜD
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ÜV SÜD Product Service is warning that the wearable device market is facing a compliance dilemma, trying to apply
current test standards and methodologies to a rapidly evolving technology, leaving manufacturers, retailers and end-users vulnerable to potential risks. Manufacturers and retailers could be compromising both the quality
and safety of their products because they rely on off-the-shelf electronic components, which have not been expressly designed for wearable use, the group warns. As the wearables market is so immature, specific compliance requirements are still emerging, and there is insufficient evidence available to assess the performance of standard components in a new wearable application. TÜV SÜD is advising manufacturers and retailers to take a ‘safety
beyond compliance’ approach to the test and certification of wearables. Going beyond what current regulations or standards dictate will help prove that they have performed the necessary due diligence to bring a safe and compliant product to market. This should include seeking expert advice regarding any marketing claims associated with a product, particularly regarding “medical” claims. TÜV SÜD Product Service senior manager Richard Poate commented:
“With product innovation comes market immaturity and, as regulations and standards tend to follow technology development, this has left a regulatory black hole for wearables. To take advantage of this burgeoning market, some manufacturers are simply enhancing existing traditional products, such as jewellery, clothing and watches. However, this is a complex process which changes the safety compliance requirements, and it therefore requires a new approach to designing and testing.”
Research reveals best UK retailers for omnichannel consumer experience D
igital and multichannel consultancy Practicology has announced the results of the ranking in its first Omnichannel
Customer Experience Report. The report identifies how well a selection of major non-food retailers
support customers who are using a combination of stores, mobile and the web in order to research products and complete purchases. As part of the research, Practicology visited each retailer’s website, downloaded their mobile apps, visited their stores and assessed their online and offline marketing. Argos came top of the ranking, followed closely by House of Fraser and John Lewis. All three brands demonstrated extensive support for shoppers who use multiple touchpoints before completing a purchase, Practicology said. This included providing online tools and information to help shoppers who want to complete purchases in stores, and using in-store technology, signage and store staff for the benefit of shoppers who need to complete purchases online. Practicology chief marketing services officer Nicola Hollow said: “While
researching the experience that each retailer provides, we’ve visited sites and stores, downloaded apps, tested customer services and viewed advertising. At each stage in the customer journey we’ve asked the
March 2017
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question ‘Does this feel like a seamless experience for the customer, and would they always feel like they were dealing with the same brand?’” She added: “Increasingly consumers use a variety of touchpoints with a brand before they complete a purchase – whether it be their website, mobile app, a store, customer services or marketing. The results and accompanying advice should help retailers to think about how to cost- effectively optimise the experience at every stage of the customer journey.” • For the full story, visit:
www.innovativeelectricalretailing.co.uk/index.php/ research-reveals-best-uk-retailers-for-omnichannel-consumer-experience/
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