16


Future of Retail — Customer Engagement


issue 08


“After improving price and promo strategies, the second and third retailer priorities over the next 12 months are enhancing the in-store experience (45%), and digital customer engagement (42%).”


online and physical shopping. One way to do this is to use data captured at all touchpoints – such as social media activity, search histories, past purchases, and more – to present tailored offers to customers visiting on their smartphone. Think of a shopper after a high-end walking


jacket who, after searching online, is sent an invite to a personal consultation. And, when they arrive in-store they are greeted with a welcome message and receive a voucher for money off. Such aligned marketing will need some technology investment, but it’s easily achievable today. It will also appeal to shoppers. Over two


thirds of shoppers want technologies that enhance their experiences in-store – 33% want promotions sent direct to their mobile devices; 31% want electronic shelf labels (ESLs) to show accurate, real-time prices, promotions, and detailed product information; and 27% want to be identified as a loyal customer. Retailers are looking to respond. After


improving price and promo strategies, the second and third retailer priorities over the next 12 months are enhancing the in-store experience (45%), and digital customer engagement (42%).


THE NEED TO BE CLOSER, MORE CONNECTED AND AGILE Despite the huge changes that retail has undergone in recent years, the feedback from shoppers shows that a fair and accurate price –


consistent across channels – remains the thing that most influences a purchase. The focus on price throws into sharp relief the


comparative agility of offline versus online retail. And in today’s Internet of Things, always-on age, it’s time to consider moving to electronic shelf labels to price in more agile, immediate and strategic ways. The technology sits at number three on


the list of advances that shoppers would like to see. And from the retailer’s stand point, 77% believe that electronic shelf labels would improve margins and in-store efficiencies. Aside from pricing, by creating a digitally connected environment, the labels provide the platform to meet many of the changing service expectations that shoppers have. For instance, much of the information


to which consumers are accustomed when shopping online can be displayed at the shelf-edge from stock levels to social reviews and competitors’ prices. And, with integrated technology like Bluetooth low energy beacons, stores can reach out directly to shoppers’ smartphones based on their location to welcome them to the store and send personalised offers that appeal to their preferences. Indeed, when looking forward – to ensure the


store remains a fresh, engaging and rewarding place to visit – it’s essential that retailers better blend their virtual and physical spaces and move the store from an analogue to a connected and digital environment.


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