![\"path](\"http:\/\/customerthink.com\/wp-content\/uploads\/Path-To-Purchase-300x167.png\")
\nPhoto Credit: iStockPhoto<\/p>\n
\nPhoto Credit: iStockPhoto<\/p>\n
As holiday shoppers make their way along the brick-and-mortar path to purchase, there\u2019s bound to be friction. Big crowds, long lines, overburdened associates\u2014it\u2019s a familiar scene. Everyone expects it. There\u2019s no getting around it.<\/p>\n
Or is there?
\nMany retailers assume there isn\u2019t. They simply focus on managing traffic and transactions as best they can. But this is a task-based approach, not a customer-centric one.<\/p>\n
To make the in-store path to purchase better for your shoppers and more profitable for you\u2014not just during the holidays, but year round\u2014you need to pave it from their point of view.<\/p>\n
The simplest answer is threefold: 1) easy access to product information; 2) real-time, personalized deals to sweeten the pot; and 3) the fastest possible checkout. In other words, your customers want the in-store experience to feel more like online shopping.<\/p>\n
Here are the tech tools leading retailers use to deliver on all three.<\/p>\n
Touch Screens Make Holiday Shopping a Breeze<\/strong><\/p>\n In-store touch screens and self-service kiosks are a boon to busy shoppers and retail sales. Customers can use these displays to call up and compare product prices, features, and reviews. And they can browse the entire store<\/a> standing in one place.<\/p>\n Fortunately for customers who can\u2019t find exactly what they\u2019re looking for, touch screens know no brick-and-mortar boundaries. As part of a growing trend known as the \u201cun-storing\u201d of retailing<\/a>, touch screens are increasingly becoming \u201cendless aisles\u201d where customers can shop for extended product lines and hard-to-find SKUs.<\/p>\n Late last year, Macy\u2019s<\/a> rolled out its first touch screen point-of-purchase (POP) machines, which customers can use to select items, pay for them, and schedule shipping in one fell swoop. The retailer\u2019s new interactive \u201clook book,\u201d or digital catalog, allows customers to browse for and match clothing and accessories.<\/p>\n Beacons Connect With Buyers in Real Time<\/strong><\/p>\n Customers want a \u201cseamless retail\u201d experience: one that combines the convenience and ease of online shopping with personalized in-store engagement. In a recent survey<\/a> of 750 U.S. consumers, nearly half wanted real-time promotions sent to their personal devices while they shop in-store. But only 28 percent of retailers are equipped to send them.<\/p>\n What are price-conscious holiday shoppers left to do? Hunt for better deals<\/a> on their devices, of course. And leave the store when they find a lower price elsewhere.<\/p>\n Location-based beacon technology<\/a>, used by major retailers such as Lord & Taylor and Walgreens, is the industry\u2019s best answer to showrooming. Beacons can send real-time coupons and personalized special offers right to customers\u2019 phones. For retailers, this results in higher conversion rates, higher average transaction amounts, and a loyal base of in-store customers.<\/p>\n Line Busting Diminishes the Wait<\/strong><\/p>\n It doesn\u2019t matter how much time a customer spends browsing your aisles and filling her cart with merchandise. If the checkout line is long, she might decide her time is more valuable than the items she chose. And she\u2019ll leave without making a purchase.<\/p>\n In fact, according to recent studies:<\/p>\n Your checkout process is the last impression you\u2019ll make on your customers. For some of them, it may be the last straw.<\/p>\n Many leading retailers are \u201cline busting<\/a>,\u201d or significantly shortening their checkout process, using mobile point-of-sale technology (mPOS). They\u2019re also using it to improve customer engagement. This past spring, Home Depot<\/a> rolled out its FIRST phone: an all-points engagement tool with walkie-talkie, product lookup, business analytics, and on-the-spot checkout capabilities.<\/p>\n Associates with mPOS devices can do just about anything to delight customers and increase sales. They can access customers\u2019 purchase histories, provide real-time answers about product availability across store locations, and upsell and cross sell by suggesting add-ons and extended warranties.<\/p>\n There is a potential downside for retailers, however. If you put mPOS technology in the hands of associates who don\u2019t know how to use it<\/a>, customers may feel frustrated with wait times. Or they may feel uneasy watching associates struggle to make the technology work. If you\u2019re considering introducing an mPOS system in your stores, employee training should be a significant part of your investment.<\/p>\n What Are Your Customers Telling You?<\/strong><\/p>\n Have you asked your customers what path-to-purchase improvements they\u2019d like to see? Have you asked them to weigh in on their experiences? Have you sent undercover shoppers to investigate the path to purchase in detail? If not, now may be the time.<\/p>\n We\u2019d love to hear your thoughts about improving the path to purchase, or about your experiences with retail tech. Please share your comments below.<\/p>\n We\u2019d love to connect with you on social media \u2013 you can find us on YouTube<\/a>, LinkedIn<\/a>, Facebook<\/a>, Twitter<\/a>, and Google+<\/a>, or subscribe to our RSS feed<\/a>!<\/p>\n\n