In my latest Preview I promised I would show how and why the traditional shopping-process is probably flawed.
Let’s talk about it using a couple of general, clear-cut Use Cases.
First Use Case – an example of the traditional (flawed) shopping-process:
- The Shopper enters the Store
- A Store Associate welcomes the Shopper
- The Shopper visits the Store, browses and selects products assisted by the Store Associate
- At the check-out desk, the Shopper identifies herself through the brand’s loyalty program and completes the purchase
As a matter of fact, the traditional shopping-process is flawed – yes, FLAWED! I’ll tell you what’s wrong: the Shopper is identified (typically using her loyalty-card) at check-out – that is, at the end of the shopping process, when it’s too late to use available data and insights to support and improve her shopping-experience and to influence her purchase decisions.
Let’s imagine a futuristic scenario…
Second Use Case – an example of a novel, innovative (flawless?) shopping-process:
- The Shopper enters the Store
- A Store Associate welcomes the Shopper and, using the Mobile POS solution, identifies the Shopper through the brand’s loyalty program (…dear Retailers, it’s no easy task, but it’s doable, I know very well because I’m currently working on this issue…)
- The Shopper visits the Store, browses and selects products assisted by the Store Associate, who has much valuable background info about her available on the Mobile POS solution
The Store Associate:
consults the Shopper’s purchase history and other pertinent data such as specific shopper-preferences, KPI (Key Performance Indicators), etc. to better serve the Shopper and up-sell/cross-sell
gets into the details of products (including sales data and real-time inventory levels), prices & promotions, etc.
- Anywhere on the store-floor the Shopper completes her purchase through the Mobile POS solution (…no need to get in line at the check-out desk!) – the Store Associate is able to accept payments on the shop-floor.
Additionally, using her Mobile POS solution, the Store Associate can also:
- make an online sale if a specific item (size/colour/…) is not immediately available in-Store; the item is shipped to the Shopper’s preferred address – this is what I call OMNI-CHANNEL for real…!
- email the Shopper extra info about products, etc.
- […be creative…]
Using consumer data to personalize the shopping-experience is proving to be very effective, and surely it’s the way to go, dear Retailers.
This concept goes hand in hand with another important idea: interaction with the store-associate is rated highly an influencer of buying decisions – we’ll talk about it in my next Preview.
Andy Cavallini (firstname.lastname@example.org)
PS: dear Retailers, in this Post I am sharing the sixth preview of my new white-paper titled “The importance of brick-and-mortar stores in an omnichannel world” that you will be able to download on my blogsite http://www.gaia-matrix.com very soon.
[…just to be crystal-clear: it’s a white-paper, it’s free, I’m not selling anything…]