Expanding TouchPoints to Improve the In-Store Shopping Experience
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The document discusses strategies for improving in-store customer experiences, highlighting the importance of technology investments such as mobile POS and clienteling. Retailers are prioritizing areas such as customer engagement and the integration of mobility within stores. Additionally, challenges such as budget restrictions and lack of expertise are identified as barriers to implementing new customer touchpoints.
Expanding TouchPoints to Improve the In-Store Shopping Experience
- 1. Expanding TouchPoints to Improve the In-Store Shopping Experience
- 2. Panelists Gary Schwartz President & CEO Impact Mobile Andrew Gaffney Editor Retail TouchPoints
- 3. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
- 4. Is improving the in-store customer experience a priority for your organization? Yes, we are currently investing in improving the customer experience (0 to 6 months) This is a priority over the next 6 to 12 months This is a priority over the next 12 to 24 months Not a priority at this time
- 5. If yes, which of the following technologies are you prioritizing to help improve the shopping experience? Plan To Deploy Currently Using Researching No Plans in Next 12 mos. Line Busting/Mobile POS 9.4% 21.7% 41.5% 27.4% Clienteling/Guided 6.4% 20.0% 46.4% 27.3% Selling on Mobile Mobile Couponing 13.3% 18.6% 44.2% 23.9% Social Media 58.8% 20.2% 14.0% 7.0% Digital Signage 29.2% 20.4% 26.5% 23.9% Marketing at POS 45.0% 19.8% 20.7% 14.4%
- 6. Which area of the current in-store shopping environment do you believe presents the greatest need for improvement? Checkout Associate-to-Shopper Engagement Shopper Personalization Item Location In-Stock/Out-of-Stock Positions
- 7. Which of the following technologies do you believe has the greatest potential to improve the customer experience for your shoppers? Mobile POS Clienteling/ Interactive Self Serve Self Checkout Personalized RFID In-Store Video Guided Selling Digital Signage Kiosks Promo Offers at on Mobile POS Device
- 8. Which business challenges/constraints are preventing you from investing more aggressively in new customer touch points? Budget Restrictions Lack of Experience/Expertise Concerns Over Durability in Retail Environment Doesn’t Fit Into Current Strategy Security Concerns Other
- 9. Which of the following new channels/technologies do you think has the greatest potential to improve Customer Engagement with your customers? Mobile Geo-Location Twitter Facebook Foursquare Mobile Mobile Apps SMS/Text Couponing Based Website (iPhone, Messaging Marketing Android, BB)
- 10. If your organization is planning to increase the use of mobility within the store, what are the primary areas you will be focusing on? Management Workbenches Associate Tools Device Integration (phone, web, internal) Clienteling Customer-Facing Applications Other
- 11. Looking specifically at the use of mobility in your stores, which hardware vendor or mobile platform are you most interested in working with moving forward? Motorola Datalogic Apple Google Android Partners RIM/Blackberry Other
- 12. Click2K’Ching The Mobile Shopper & The Impulse Economy
- 13. Tie mobile to basket need to tie the consumer’s mobile number to the basket Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP.
- 14. CRM in your pocket . . . 82% of US adults own cell phones 1. Connect with them via their primary means of communication. 1 Source: Pew Research Center’s Internet & American Life Project and The Nielsen Co. survey: April 29-May 30, 2010
- 15. Store VS. Other Store 82% Doctor’s office 55% Sporting event 36% Movie Theatre In plane In church 17% 14% 7%
- 16. Reach & VS. Bells & Reach & Frequency Frequency VS. Whistles Bells & Whistles
- 17. First click . . . comScore, Inc. 2010
- 18. Text message campaigns have greater than 15% response rates VS email with less than 1%
- 19. The average text message is read within 4 minutes of delivery VS email at 48 hours
- 20. m-‐Media m-‐Mouse (publish) (acAvate) 2LMJCXFC7C VS.
- 22. Web / App navigaAon . Web / App navigaAon . . . . . comScore, Inc. 2010 comScore, Inc. 2010
- 23. VerAcal Horizontal VerAcal (in-‐channel) Horizontal (cross-‐channel) (in-‐channel) (cross-‐channel) VS. • Mobile is a horizontal buy that adds value to your vertical PUSH • Activate traditional publishing mediums • Create a permission-based 2-way channel • Help the brand bridge to POS, WEB, CRM programs . . .
- 24. Discover Web Discover Web Discover Me Me Discover VS.
- 25. Shrink ReThink (form) (funcAon) VS.
- 26. Example Conversion In recent A B testing with large retail D2C digital opt-in database: • Email 8% conversion • Mobile 20% conversion
- 27. Is your company focusing on “digitizing the in-store shopping experience” to match the convenience of the Web? Yes, this is part of our current strategy (0 to 12 months) This will be a focus over the next 12 to 24 months No, this is not part of our current strategy
- 28. If yes, which of the following are you currently integrating into your in-store shopping experience? Plan To Deploy Currently Using Researching No Plans in Next 12 mos. Product Reviews 27.4% 25.6% 28.2% 18.8% Recommendations 21.8% 33.6% 28.6% 16.0% Share Products 20.9% 29.6% 29.6% 20.0% via Social Media
- 29. Does your organization have a formal, company-wide social media strategy encouraging employees to interact with customers? Yes. No, but we plan to add. Not at this time.
- 30. If yes, which social media tools have you found to be most effective? Facebook YouTube Twitter MySpace Foursquare LinkedIn Others
- 31. If yes, have you been able to quantify increases in consumer spending or store visits related to your social media efforts? Yes. No.
- 32. If you have not yet adopted a social media strategy, what are the primary reasons? Budget Restrictions Brand Consistency Lack of Experience/Expertise Doesn’t Fit into Current Strategy Security Concerns Other
- 33. A little about the respondents... Vertical Industry Apparel/ Automotive C-Store CE/Office Department/ eCommerce/ Grocery Home Center/ Home Specialty Sporting Footwear/ Aftermarket Supply Mass Direct Hardware Furnishings Goods/ Accessories Merchant Outdoors Company Revenue Company Size Up to $50 Million 1 - 50 51 - 250 $50 to $250 Million 251 - 500 $250 Million to $1 501 - 1,000 Billion 1,001 - 5,000 $1 Billion and over 5,001 +
- 34. Questions? Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
- 35. Thank You for Attending this Webinar We will be distributing this presentation to this webinars attendees upon request. Email: [email protected] for a copy.