NEW TECH Retail, new technologies improve sales experience

NEW TECH

RETAIL, NEW TECHNOLOGIES IMPROVE SALES EXPERIENCE

By Matteo Melani

If until today we were convinced that innovating technologies and human contact would not go so far, then we should reconsider this position. In recent years many retail chains have been equipping their stores with new technologies that meet customer needs and accelerate business transactions. These upgrades involve every step of the retail process: from marketing to selling and paying.

According to a recent Nielsen study, waiting in line is the number one cause of frustration for shoppers (37% of respondents), 23% stated that the purchase process was too long even when purchasing just a few products, and 20% complained that when looking for assistance, it was not available. Overall customers want more fluid solutions that do not eliminate human contact. One technology that fulfills this demand is selfservice check out, which allows you to pay for products in less time than queuing in line. In terms of innovation, the United States has been at the forefront of this sales direction. Between March and September of 2020, contactless payments increased by 25%, while payment options such as buy now pay later are also on the rise. These are emerging as real buying trends in the United States and are being seen across all retail sales types, from shopping centers to pop-up stores.

SELF-SERVICE IN TRAVEL RETAIL

While speed of purchase is a necessity for traditional store customers, it is a top priority for travelers. During travel, especially long distance, shopping can also cause inconveniences leading to delays or missing a flight. For this reason, The Hudson Group, one of the largest store chains in travel facilities in North America, has introduced the automatic distribution of goods in 27 airports and at the Houston Space Center. By entering one of the points of sale, the customer can choose the product and pay for it at the checkout. “That doesn’t mean we lose customer contact,” said Ruth Crowley, Hudson

Group’s Vice President of Merchandise

Operations, “What we have tried to

INSTORE TECHNOLOGY (DIGITAL SIGNAGE)

Before selling a product, it has to be advertised and the point of sale must be attractive to the buyer. In addition to making consumers’ shopping experience easier, digital signage is also useful for improving the design of the store. These devices include displays, monitors, screens, and a variety of displays that allow you to access information and content in real time, with displays controlled remotely. Content can range from plain text and still images, to moving video with or without audio, with messages intended for entertainment, information or simply for advertising. A good example of how to benefit from digital-signage technologies is H&M which has equipped its stores with large monitors to display their promotional offers and latest product. Clothing is one area where the value of digital signage is indispensable, for example, by allowing

do is to humanize the elements of the technological experience.” In addition to choosing and paying for a product in the store, customers can make a purchase with the app and pick it up in the store. Hudson Group, however, has not stopped there: it signed an agreement with Amazon for Just Walk Out, a method that facilitates the sale of products using QRs codes scanned on a smartphone, starting this April at the Dallas airport. customers to see if there is a particular item in your size.

WHICH STRATEGIES TO USE FOR THE FUTURE

At a time when technological innovation has forcefully entered the processes of most activities, strategies must be implemented to make the most of it. Like all investments, the financial benefit of new technologies take time to pay back but, H&M store

once they are installed, the advantages for customers are positive. In addition to installing new technologies, stores need to train staff both in operating the technology and in the related customer service. As for sales, it is necessary to implement uniform strategies in which the digital and the physical experiences are compatible, fulfilling the needs of consumers and encouraging them to return. For example, by creating loyalty programs that engage and reward customers through e-commerce and instore purchases. Connecting the online and in-store experience will future-proof businesses and allow shoppers to easily switch between the two, improving loyalty and keeping interest alive. In the future retail trade will continue to be geared towards innovation and efficiency.