Guide to Retail Technology 2018

 Guide to Retail Technology 2018

Guide to Retail Technology 2018

What to look for in your first EPOS system.

9 key EPOS questions.

Make your online shop unique.

How to choose an online shop system.

Mobile commerce mistakes - and how to fix them.

What is omnichannel?

3 simple omnichannel strategies.

Guide to Retail Technology 2018 CONTENTS What to look for in your first EPOS system.

Page 5

9 key EPOS questions.

Page 11

Make your online shop unique.

Page 15

How to choose an online shop system.

Page 22

Mobile commerce mistakes - and how to fix them.

Page 27

What is omnichannel?

Page 32

3 simple omnichannel strategies.

Page 36

THANKS Many thanks to all those who provided editorial content or images for helping us put together what we hope is a useful and informative read!

Please send any comments or suggestions to editor@modernretail.co.uk

CREDITS Contributor: Emily Cleaver Contributor: Dax Dasilva, Lightspeed Contributor: Nikki Michaels, Vend Contributor: Richard Stevenson, ePages Contributor: Francesca Nicasio, Vend Contributor: Tag Retail Systems Editor: Rob Gamage Production Assistant: Charlotte Lynch Advertising Sales: Emma Mjekiqi Modern Retail is published by Ricochet Media Services Ltd (Registered Company Number 6043446), Unit 1b, Building 6, Croxley Green Business Park, Watford, WD18 8YH.

WHAT​ ​TO​ ​LOOK​ ​FOR​ ​WHEN​ ​CHOOSING YOUR​ ​FIRST​ ​EPOS​ ​SYSTEM

In​ ​an​ ​ever-competitive​ ​market,​ ​it​ ​is​ ​no​ ​secret​ ​that​ ​retailers​ ​need​ ​to​ ​run​ ​a​ ​tight​ ​ship​ ​to​ ​ensure​ ​their​ ​business stays​ ​successful​ ​and​ ​competitive.​ ​This​ ​can​ ​translate​ ​into​ ​anything​ ​from​ ​staff​ ​employment​ ​to​ ​choosing​ ​the right​ ​retail​ ​platform​ ​and​ ​the​ ​systems​ ​to​ ​manage​ ​it.​ ​One​ ​of​ ​the​ ​most​ ​important​ ​investments​ ​a​ ​retailer​ ​will make​ ​is​ ​their​ ​electronic​ ​point​ ​of​ ​sale​ ​system​ ​(EPOS).​ ​ ​Aside​ ​from​ ​the​ ​obvious​ ​function​ ​of​ ​handling payments,​ ​modern​ ​EPOS​ ​systems​ ​have​ ​become​ ​virtual​ ​business​ ​management​ ​tools,​ ​able​ ​to​ ​perform​ ​a​ ​wide range​ ​of​ ​tasks,​ ​from​ ​stock​ ​and​ ​inventory​ ​management​ ​to​ ​using​ ​data​ ​to​ ​help​ ​build​ ​customer​ ​relationships.

With​ ​so​ ​many​ ​options​ ​available,​ ​it​ ​is​ ​important​ ​for​ ​retailers​ ​to​ ​cut​ ​through​ ​the​ ​noise​ ​and​ ​know​ ​how​ ​to tailor​ ​their​ ​EPOS​ ​tech​ ​to​ ​best​ ​suit​ ​their​ ​business.

Here​ ​are​ ​my​ ​top​ ​five​ ​tips​ ​to​ ​look​ ​for​ ​when​ ​choosing​ ​your​ ​first​ ​EPOS​ ​system:

DATA A​ ​truly​ ​powerful​ ​EPOS​ ​system​ ​should​ ​be​ ​able​ ​to​ ​provide​ ​the​ ​data​ ​to​ ​help​ ​you​ ​make​ ​the​ ​right​ ​decisions​ ​for your​ ​business.​ ​On​ ​one​ ​hand,​ ​that​ ​means​ ​stock​ ​and​ ​inventory​ ​monitoring​ ​to​ ​ensure​ ​you​ ​invest​ ​in​ ​the products​ ​and​ ​quantities​ ​that​ ​will​ ​keep​ ​you​ ​running​ ​as​ ​efficiently​ ​and​ ​as​ ​profitably​ ​as​ ​possible.

On​ ​the​ ​other​ ​hand,​ ​you​ ​could​ ​use​ ​the​ ​data​ ​from​ ​your​ ​EPOS​ ​system​ ​to​ ​learn​ ​more​ ​about​ ​your​ ​customers.

This​ ​can​ ​range​ ​from​ ​the​ ​most​ ​general​ ​behavioural​ ​aspects,​ ​right​ ​down​ ​to​ ​the​ ​smallest​ ​details​ ​of​ ​customers’ personal​ ​shopping​ ​preferences.​ ​Providing​ ​a​ ​personalised​ ​shopping​ ​experience​ ​has​ ​become​ ​an​ ​expectation for​ ​customers.​ ​Using​ ​your​ ​EPOS​ ​data​ ​to​ ​build​ ​relationships​ ​with​ ​existing​ ​and​ ​new​ ​consumers​ ​is​ ​a​ ​great​ ​way to​ ​create​ ​a​ ​stellar​ ​shopping​ ​experience​ ​and​ ​brand​ ​loyalty.

SCALABILITY Implementing​ ​an​ ​EPOS​ ​system​ ​is​ ​an​ ​investment,​ ​and​ ​you​ ​should​ ​think​ ​about​ ​the​ ​longevity​ ​of​ ​it.​ ​Opting​ ​for the​ ​cheapest​ ​system​ ​available,​ ​while​ ​tempting​ ​initially,​ ​may​ ​result​ ​in​ ​higher​ ​costs​ ​in​ ​the​ ​long​ ​run,​ ​as​ ​you expand.​ ​Your​ ​EPOS​ ​system​ ​needs​ ​to​ ​be​ ​able​ ​to​ ​scale​ ​up​ ​as​ ​your​ ​business​ ​grows,​ ​whether​ ​that​ ​means adding​ ​extra​ ​registers​ ​for​ ​a​ ​new​ ​location​ ​or​ ​pop-up,​ ​or​ ​integrating​ ​more​ ​complex​ ​reporting​ ​features​ ​and third-party​ ​tech.​ ​Having​ ​a​ ​flexible​ ​and​ ​scalable​ ​EPOS​ ​system​ ​will​ ​save​ ​you​ ​money​ ​and​ ​frustration​ ​in​ ​the future.

SUPPORT​ ​AND​ ​EASE​ ​OF​ ​USE When​ ​choosing​ ​your​ ​first​ ​EPOS​ ​system,​ ​bear​ ​this​ ​in​ ​mind:​ ​complex​ ​does​ ​not​ ​have​ ​to​ ​mean​ ​difficult​ ​to​ ​use.

An​ ​EPOS​ ​system​ ​mediates​ ​the​ ​relationship​ ​between​ ​the​ ​two​ ​most​ ​important​ ​parties​ ​to​ ​retailers’​ ​success: their​ ​staff​ ​and​ ​their​ ​customers.​ ​That​ ​means​ ​it​ ​needs​ ​to​ ​be​ ​intuitive​ ​and​ ​fast,​ ​to​ ​ensure​ ​a​ ​seamless​ ​and effective​ ​interaction​ ​between​ ​the​ ​two.

Alternatively,​ ​for​ ​those​ ​times​ ​when​ ​things​ ​do​ ​not​ ​go​ ​as​ ​smoothly​ ​as​ ​desired,​ ​the​ ​right​ ​type​ ​of​ ​support needs​ ​to​ ​be​ ​in​ ​place.​ ​Your​ ​EPOS​ ​provider​ ​should​ ​be​ ​present​ ​along​ ​the​ ​journey,​ ​from​ ​purchase​ ​onwards.

That​ ​means​ ​training​ ​should​ ​be​ ​provided​ ​to​ ​staff,​ ​as​ ​well​ ​as​ ​refresher​ ​sessions,​ ​webinars​ ​and​ ​other materials.​ ​Easily-accessible​ ​technical​ ​support​ ​is​ ​also​ ​crucial​ ​and​ ​a​ ​quick​ ​line​ ​of​ ​contact​ ​should​ ​always​ ​be available.

ONLINE/OFFLINE​ ​INTEGRATION Despite​ ​the​ ​migration​ ​towards​ ​the​ ​digital​ ​realm,​ ​one​ ​thing​ ​remains​ ​certain​ ​–​ ​people​ ​still​ ​like​ ​to​ ​see​ ​and touch​ ​the​ ​things​ ​they​ ​are​ ​considering​ ​buying​ ​before​ ​they​ ​do​ ​so.​ ​This​ ​presents​ ​the​ ​added​ ​challenge​ ​for retailers​ ​to​ ​manage​ ​a​ ​brick​ ​and​ ​mortar​ ​store​ ​as​ ​well​ ​as​ ​an​ ​online​ ​shop​ ​in​ ​order​ ​to​ ​meet​ ​customer​ ​demand.

Omnichannel​ ​is​ ​a​ ​great​ ​way​ ​to​ ​integrate​ ​your​ ​online​ ​and​ ​offline​ ​platforms​ ​into​ ​one​ ​powerful​ ​system​ ​that keeps​ ​track​ ​of​ ​stock​ ​numbers​ ​and​ ​purchases,​ ​whilst​ ​maintaining​ ​your​ ​brand​ ​consistency.

CLOUD​ ​AND​ ​MOBILE​ ​FEATURES Mobility​ ​is​ ​vital​ ​for​ ​retailers​ ​and​ ​helps​ ​them​ ​stay​ ​nimble​ ​and​ ​adaptable.​ ​Your​ ​first​ ​EPOS​ ​system​ ​should​ ​be able​ ​to​ ​keep​ ​up.​ ​For​ ​management,​ ​a​ ​cloud-based​ ​system​ ​is​ ​ideal,​ ​as​ ​it​ ​ensures​ ​access​ ​to​ ​information​ ​and the​ ​ability​ ​to​ ​safely​ ​run​ ​your​ ​business​ ​from​ ​anywhere​ ​and​ ​at​ ​any​ ​time.

For​ ​staff,​ ​an​ ​EPOS​ ​system​ ​capable​ ​of​ ​running​ ​on​ ​mobile​ ​devices,​ ​such​ ​as​ ​iPads,​ ​is​ ​invaluable,​ ​as​ ​it​ ​can​ ​help shorten​ ​customers’​ ​waiting​ ​time​ ​and​ ​improve​ ​employees’​ ​ability​ ​to​ ​provide​ ​an​ ​informed​ ​and​ ​quick​ ​service.

If​ ​there​ ​was​ ​one​ ​main​ ​takeaway​ ​for​ ​retailers​ ​when​ ​deciding​ ​on​ ​their​ ​first​ ​EPOS​ ​system,​ ​it​ ​should​ ​be​ ​this: plan​ ​for​ ​success​ ​and​ ​choose​ ​the​ ​EPOS​ ​system​ ​that​ ​works​ ​for​ ​you​ ​now​ ​and​ ​is​ ​able​ ​to​ ​grow​ ​with​ ​your business.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​EPOS

CONTRIBUTOR:

Dax​ ​Dasilva,​ ​Founder​ ​&​ ​CEO,​ ​Lightspeed Modern​ ​Retail​ ​Editorial​ ​Board Dax Dasilva is a member of Modern Retail’s Editorial Board, and is the founder and CEO of Lightspeed. Founded in 2005, Lightspeed develops a cloud-based commerce platform used by over 45,000 independent retailers, restaurants and eCommerce merchants worldwide to run better businesses and process over $15 billion​ ​in​ ​transactions​ ​annually.​ ​Visit:​ ​www.lightspeedhq.co.uk

9​ ​KEY​ ​QUESTIONS​ ​TO​ ​ASK​ ​WHEN​ ​CHOOSING AN​ ​EPOS​ ​SYSTEM​ ​FOR​ ​YOUR​ ​RETAIL​ ​BUSINESS

EPOS​ ​(electronic​ ​point​ ​of​ ​sale)​ ​technology​ ​has​ ​advanced​ ​rapidly​ ​in​ ​recent​ ​years,​ ​with​ ​a​ ​confusing​ ​multitude of​ ​brands​ ​and​ ​systems​ ​hitting​ ​the​ ​market​ ​for​ ​retailers​ ​to​ ​choose​ ​from.​ ​A​ ​shop’s​ ​till​ ​used​ ​to​ ​just​ ​add​ ​up transactions​ ​and​ ​tally​ ​the​ ​day’s​ ​takings,​ ​but​ ​these​ ​days​ ​even​ ​the​ ​most​ ​basic​ ​options​ ​offer​ ​many​ ​additional functions,​ ​and​ ​the​ ​most​ ​advanced​ ​can​ ​manage​ ​stock,​ ​run​ ​websites,​ ​monitor​ ​staff​ ​performance​ ​and​ ​talk​ ​to customers​ ​across​ ​an​ ​entire​ ​chain.

The​ ​choice​ ​out​ ​there​ ​can​ ​be​ ​overwhelming​ ​for​ ​retailers​ ​planning​ ​to​ ​invest​ ​in​ ​an​ ​EPOS​ ​system,​ ​and​ ​with​ ​little impartial​ ​advice​ ​available​ ​there’s​ ​a​ ​high​ ​risk​ ​of​ ​shelling​ ​out​ ​for​ ​something​ ​that​ ​isn’t​ ​suitable​ ​for​ ​your business.

So​ ​we’ve​ ​put​ ​together​ ​the​ ​9​ ​key​ ​questions​ ​to​ ​base​ ​your​ ​EPOS​ ​research​ ​and​ ​purchase​ ​on,​ ​giving​ ​you​ ​the​ ​best chance​ ​of​ ​finding​ ​the​ ​right​ ​system​ ​for​ ​you.

1)​ ​WHERE​ ​DO​ ​I​ ​NEED​ ​TO​ ​MAKE​ ​SALES? Your​ ​first​ ​consideration​ ​should​ ​be​ ​where​ ​you​ ​make​ ​sales.​ ​Do​ ​you​ ​have​ ​one​ ​store​ ​with​ ​a​ ​fixed​ ​cash​ ​desk,​ ​a large​ ​store​ ​with​ ​several​ ​pay​ ​points​ ​or​ ​several​ ​stores​ ​that​ ​need​ ​to​ ​be​ ​linked​ ​electronically​ ​for​ ​stock​ ​control and​ ​reporting?​ ​Do​ ​staff​ ​need​ ​to​ ​move​ ​away​ ​from​ ​the​ ​cash​ ​desk​ ​to​ ​make​ ​transactions?​ ​Do​ ​you​ ​have​ ​off-site locations​ ​you​ ​need​ ​to​ ​take​ ​payments​ ​at,​ ​such​ ​as​ ​concessions,​ ​franchises​ ​or​ ​stalls?

If​ ​your​ ​location​ ​requires​ ​a​ ​cash​ ​desk​ ​and​ ​no​ ​more,​ ​your​ ​requirements​ ​are​ ​likely​ ​to​ ​be​ ​straightforward;​ ​for example​ ​a​ ​basic​ ​retail​ ​computer​ ​terminal​ ​with​ ​a​ ​cash​ ​drawer​ ​may​ ​be​ ​sufficient.​ ​But​ ​if​ ​you​ ​need​ ​mobile

point​ ​of​ ​sale​ ​devices​ ​for​ ​the​ ​shop​ ​floor​ ​or​ ​a​ ​system​ ​that​ ​can​ ​be​ ​used​ ​on​ ​smartphones​ ​or​ ​tablets,​ ​then​ ​you’ll need​ ​a​ ​more​ ​complex​ ​option.

2)​ ​HOW​ ​MUCH​ ​SHOULD​ ​I​ ​SPEND​ ​ON​ ​AN​ ​EPOS​ ​SYSTEM? You​ ​might​ ​be​ ​tempted​ ​to​ ​go​ ​for​ ​the​ ​cheapest​ ​system​ ​that​ ​meets​ ​your​ ​needs,​ ​but​ ​to​ ​make​ ​a​ ​good investment​ ​you​ ​need​ ​an​ ​EPOS​ ​system​ ​that​ ​grows​ ​with​ ​your​ ​business​ ​and​ ​isn’t​ ​defunct​ ​within​ ​a​ ​couple​ ​of years.​ ​Consider​ ​how​ ​flexible​ ​a​ ​system​ ​is​ ​–​ ​can​ ​you​ ​add​ ​technology​ ​or​ ​features​ ​at​ ​a​ ​later​ ​date?

Look​ ​at​ ​what​ ​impact​ ​the​ ​right​ ​EPOS​ ​system​ ​could​ ​have​ ​on​ ​your​ ​bottom​ ​line.​ ​For​ ​example,​ ​stock​ ​control features​ ​could​ ​save​ ​you​ ​money​ ​in​ ​the​ ​long​ ​run,​ ​ensuring​ ​you​ ​are​ ​able​ ​to​ ​manage​ ​cash​ ​flow​ ​effectively.

These​ ​potential​ ​savings​ ​should​ ​be​ ​balanced​ ​against​ ​your​ ​initial​ ​investment.

3)​ ​HOW​ ​EASY​ ​IS​ ​IT​ ​TO​ ​USE? An​ ​EPOS​ ​system​ ​is​ ​a​ ​crucial​ ​point​ ​of​ ​contact​ ​between​ ​staff​ ​and​ ​customers.​ ​A​ ​bad​ ​system​ ​results​ ​in frustrated​ ​customers​ ​and​ ​stressed​ ​staff.​ ​A​ ​good​ ​system​ ​makes​ ​interactions​ ​quicker,​ ​smoother​ ​and​ ​more effective.

Is​ ​the​ ​system​ ​you’re​ ​considering​ ​intuitive,​ ​or​ ​will​ ​staff​ ​need​ ​extensive​ ​training?​ ​If​ ​a​ ​sales​ ​assistant​ ​needs​ ​to consult​ ​a​ ​manual​ ​every​ ​time​ ​something​ ​unusual​ ​comes​ ​up,​ ​customer​ ​experience​ ​will​ ​suffer.​ ​Make​ ​a​ ​list​ ​of out-of-the-ordinary​ ​transactions​ ​you​ ​need​ ​to​ ​handle​ ​such​ ​as​ ​gift​ ​cards,​ ​promotional​ ​schemes,​ ​discounts​ ​or loyalty​ ​schemes​ ​and​ ​ask​ ​a​ ​sales​ ​rep​ ​to​ ​take​ ​you​ ​through​ ​how​ ​the​ ​system​ ​handles​ ​these.

Also​ ​look​ ​at​ ​the​ ​physical​ ​side​ ​of​ ​the​ ​system;​ ​how​ ​quick​ ​and​ ​easy​ ​is​ ​it​ ​to​ ​change​ ​a​ ​till​ ​roll,​ ​for​ ​example?​ ​Can staff​ ​do​ ​it​ ​in​ ​a​ ​few​ ​seconds​ ​without​ ​a​ ​queue​ ​of​ ​impatient​ ​customers​ ​forming​ ​at​ ​the​ ​desk?

4)​ ​WHAT​ ​EXTRA​ ​DATA​ ​CAN​ ​IT​ ​GIVE​ ​ME? Modern​ ​EPOS​ ​systems​ ​can​ ​gather​ ​useful​ ​data​ ​that​ ​could​ ​improve​ ​your​ ​business,​ ​so​ ​it’s​ ​worth​ ​investigating what​ ​kind​ ​of​ ​feedback​ ​is​ ​available.​ ​Make​ ​a​ ​list​ ​of​ ​information​ ​or​ ​additional​ ​functionality​ ​you​ ​want,​ ​and​ ​ask a​ ​sales​ ​rep​ ​to​ ​demonstrate​ ​how​ ​a​ ​particular​ ​system​ ​meets​ ​your​ ​requirements.​ ​Many​ ​EPOS​ ​systems​ ​can even​ ​offer​ ​suggestions​ ​at​ ​point​ ​of​ ​sale,​ ​such​ ​as​ ​prompting​ ​staff​ ​to​ ​upsell​ ​based​ ​on​ ​the​ ​products​ ​that​ ​are being​ ​scanned.

5)​ ​HOW​ ​CAN​ ​IT​ ​HELP​ ​WITH​ ​MY​ ​STOCK​ ​CONTROL? Many​ ​EPOS​ ​systems​ ​have​ ​in-depth​ ​stock​ ​control​ ​functionality​ ​that​ ​goes​ ​far​ ​beyond​ ​just​ ​keeping​ ​a​ ​tally​ ​of items​ ​sold.​ ​You​ ​may​ ​decide​ ​you​ ​want​ ​a​ ​system​ ​that​ ​offers​ ​hand-held​ ​scanners​ ​for​ ​warehouse​ ​management, shelf​ ​stacking​ ​or​ ​stocktaking.​ ​Some​ ​systems​ ​can​ ​prompt​ ​you​ ​to​ ​order​ ​new​ ​stock​ ​or​ ​warn​ ​you​ ​if​ ​stock​ ​levels are​ ​too​ ​high​ ​on​ ​particular​ ​product​ ​lines.

Track, Trace and Report Accurately and Efficiently

Asset & Equipment Tracking Software Wasp asset tracking software puts you in control of your organizations assets. Easily account for the valuable assets used to run your business with Wasp Asset Tracking.

Inventory & Stock Control Systems Tracking Software Gain visibility and control of your inventory and stock levels with Wasp inventory software. Reduce wasted time spent searching for inventory and improve customer service.

With our integrated barcode systems, easy-to-use and implement software, award-winning hardware, and comprehensive training and technical support, Wasp Barcode has all your tracking needs covered Contact Us:

Visit Us:

Phone: 0845 430 1971

Website: www.waspbarcode.co.uk

6)​ ​DOES​ ​IT​ ​WORK​ ​WITH​ ​MY​ ​WEBSITE? If​ ​you​ ​operate​ ​a​ ​retail​ ​website​ ​as​ ​well​ ​as​ ​a​ ​physical​ ​store,​ ​it’s​ ​a​ ​good​ ​idea​ ​to​ ​go​ ​for​ ​an​ ​EPOS​ ​system​ ​that​ ​can integrate​ ​with​ ​your​ ​website,​ ​keeping​ ​product​ ​pages​ ​updated​ ​with​ ​stock​ ​levels​ ​based​ ​on​ ​what​ ​you​ ​have​ ​in store.​ ​If​ ​you​ ​already​ ​have​ ​a​ ​website,​ ​look​ ​at​ ​whether​ ​an​ ​EPOS​ ​system​ ​can​ ​integrate​ ​with​ ​it,​ ​although​ ​a​ ​more efficient​ ​option​ ​is​ ​likely​ ​to​ ​be​ ​creating​ ​a​ ​website​ ​based​ ​on​ ​your​ ​EPOS​ ​system.

7)​ ​HOW​ ​CAN​ ​PEOPLE​ ​PAY? Along​ ​with​ ​good​ ​old​ ​cash​ ​and​ ​chip​ ​and​ ​pin,​ ​contactless​ ​cards​ ​are​ ​becoming​ ​increasingly​ ​popular,​ ​with​ ​a 249.9%​ ​rise​ ​in​ ​use​ ​between​ ​March​ ​2015​ ​and​ ​March​ ​2016.​ ​And​ ​other​ ​methods​ ​are​ ​also​ ​emerging;​ ​13%​ ​of UK​ ​adults​ ​have​ ​used​ ​a​ ​smartphone​ ​to​ ​pay​ ​in-store.​ ​You’ll​ ​need​ ​to​ ​balance​ ​ease​ ​of​ ​payment​ ​and​ ​choice​ ​of method​ ​with​ ​any​ ​costs​ ​involved​ ​in​ ​including​ ​the​ ​technology.

8)​ ​CAN​ ​I​ ​USE​ ​IT​ ​TO​ ​CAPTURE​ ​CUSTOMER​ ​INFORMATION? Keeping​ ​in​ ​contact​ ​with​ ​customers​ ​allows​ ​you​ ​to​ ​build​ ​a​ ​long-lasting​ ​relationship​ ​and​ ​encourage​ ​follow-up sales,​ ​and​ ​many​ ​EPOS​ ​systems​ ​can​ ​handle​ ​this,​ ​managing​ ​email​ ​lists​ ​and​ ​linking​ ​customer​ ​details​ ​to purchasing​ ​patterns​ ​and​ ​other​ ​information.

9)​ ​WILL​ ​I​ ​GET​ ​THE​ ​RIGHT​ ​SUPPORT? Any​ ​EPOS​ ​system​ ​is​ ​likely​ ​to​ ​throw​ ​up​ ​issues​ ​at​ ​some​ ​point​ ​that​ ​require​ ​tech​ ​support,​ ​so​ ​the​ ​last​ ​question on​ ​our​ ​list​ ​is​ ​one​ ​of​ ​the​ ​most​ ​important​ ​–​ ​what​ ​support​ ​is​ ​on​ ​offer?​ ​Will​ ​it​ ​be​ ​easily​ ​available​ ​at​ ​the​ ​times you​ ​need​ ​it?

An​ ​EPOS​ ​system​ ​could​ ​be​ ​one​ ​of​ ​your​ ​largest​ ​investments​ ​as​ ​a​ ​business,​ ​so​ ​you​ ​want​ ​it​ ​to​ ​work​ ​for​ ​you​ ​in the​ ​long​ ​term.​ ​Your​ ​supplier​ ​should​ ​keep​ ​you​ ​informed​ ​about​ ​new​ ​services​ ​and​ ​products​ ​and​ ​changes​ ​in technology​ ​that​ ​could​ ​improve​ ​your​ ​efficiency​ ​in​ ​future.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​EPOS

CONTRIBUTOR:

Emily​ ​Cleaver Emily Cleaver is a blogger and content creator who writes on retail, business trends and​ ​creativity.​ ​You​ ​can​ ​find​ ​her​ ​at​ ​http://www.wordboutique.co.uk

HOW​ ​TO​ ​MAKE​ ​YOUR​ ​ONLINE​ ​SHOP​ ​UNIQUE

By being creative and engineering an individual feel, you can create a unique online shop that stands out from​ ​your​ ​competitors​ ​and​ ​makes​ ​a​ ​long-lasting​ ​impression​ ​with​ ​consumers.

Some months ago, a colleague of mine ordered a pair of shoes from an online shop. When they unpacked the eagerly awaited parcel during lunchtime, there was a leaflet inside the box showing pictures of three friendly looking men working in the shipping department of that online shop: John, Toby and David. With a marker, there was a cross below one of them, indicating that Toby was the person who packed the parcel.

Did I need to know that? No, not really. Did it turn the anonymous online shop into a likeable business, run by​ ​real​ ​people?​ ​It​ ​sure​ ​did!

This is just one example of how online shops can make themselves unique. The competition is tough, so it definitely is a good idea to focus on what makes you distinctive and unique. Let’s be honest: often online shoppers do not care much if they buy a product in the webshop “Fashion Empire” or from their competitor “Empire Fashion”. These customers go with the shop who is offering the right product for the right​ ​price​ ​in​ ​the​ ​right​ ​delivery​ ​time.

However, if your shop offers a unique experience, you can become the unicorn in a herd of ordinary horses. Due to this, your customers are more likely to remember you and the chances of them buying again in your shop may increase dramatically. In the best case, the buyer will talk to their friends about your​ ​online​ ​shop​ ​and​ ​how​ ​it​ ​made​ ​them​ ​feel.

Uniqueness can be achieved in very different ways – some smaller, some larger in scale. You should always keep in mind though, that with all such efforts you should stay within the boundaries of logical convention.

Putting your logo in the upper right corner of your shop instead of the upper left or middle is indeed unique, but may confuse your customers. Using unconventional spelling in your shop (“BuY OuR PrOdUcTz”) will definitely raise attention, but probably not in a positive way. Always have this question in mind:​ ​If​ ​I​ ​do​ ​this,​ ​will​ ​it​ ​decrease​ ​my​ ​conversion​ ​rate?

But do remember this: be consistent with your brand, your target audience and the products you sell. If you are running an online shop selling hearing aids for the elderly, flashy colours and copy full of hashtags will​ ​likely​ ​be​ ​the​ ​wrong​ ​way​ ​to​ ​go.

When you keep these rules in mind, it can be a lot of fun for you to come up with ways to make your shop unique.​ ​ePages​ ​have​ ​collected​ ​some​ ​ideas​ ​for​ ​you​ ​on​ ​how​ ​you​ ​can​ ​stand​ ​out​ ​from​ ​your​ ​competitors:

THE​ ​PERFECT​ ​SHOP​ ​DESIGN​ ​FOR​ ​YOU When thinking about creating a unique online shop, maybe the first thing that comes to your mind is the design. The general look and feel of your shop is also likely to be the first thing your visitors will notice.

Being unique in terms of design does not mean that you have to go overboard and create something radically new. As previously suggested, it is important to stick to the fundamentals of web design and usability.​ ​But​ ​why​ ​not​ ​use​ ​a​ ​design​ ​which​ ​fits​ ​to​ ​the​ ​subject​ ​of​ ​your​ ​shop​ ​and​ ​the​ ​mood​ ​you​ ​want​ ​to​ ​create An important element of the design is typography. By choosing a font that is characteristic for your shop, you can leave a long-lasting impression. Colours also play a big role in how we experience an online shop and are useful for setting a specific mood. That is why online shops that sell heavy metal CDs tend to go with dark background while toy shops are often very colourful. Ensure your shop software allows for freedom of fonts to choose from and that can easily be changed in the administration area of your shop.

Nowadays, the layout and details of shop themes offer great opportunities to create a unique design for your​ ​shop.

A​ ​PICTURE​ ​IS​ ​WORTH​ ​A​ ​THOUSAND​ ​WORDS The images in your shop are another huge aspect of how customers will perceive it. By choosing the right images, you can leave a long-lasting impression. Besides making sure that the image quality is always high, do exercise freedom to create something unique with pictures. Why not show off your shop’s categories on the homepage with beautiful pictures, and present yourself and your team on the “About us” page? A bold background image that fills the whole screen is an interesting way to use pictures to stand out from other​ ​stores.

Maybe the most important pictures on your shop are the product images. These can be the reason a

customer will buy something or not. Many merchants use the simplest and safest method by choosing the official product pictures provided to them by the manufacturer. However, by putting some work into it, you​ ​can​ ​create​ ​all​ ​of​ ​your​ ​images​ ​yourself​ ​and​ ​give​ ​them​ ​a​ ​unique​ ​style.

Instead of just using boring pack shots of your products, you can show your customers using them in everyday life. For some kinds of products – large TV sets for example – it can be useful to give the customers a sense of their size in the pictures. So when you take a product picture for a TV set, it could be wise to position a person or piece of furniture beside it to give the customer an idea of the actual size of the​ ​screen.

UNIQUE​ ​CONTENT​ ​AND​ ​COPY The catch phrase “content is king” may be a tad over–used, but there is definitely truth in it. The text within your shop is a quick and easy way to make it unique. Before writing the text, it’s a good idea to think about the voice it should have. Do you wish to sound playful or funny? Or do you intend to give the customer​ ​the​ ​impression​ ​that​ ​your​ ​shop​ ​is​ ​a​ ​serious​ ​authority​ ​in​ ​terms​ ​of​ ​the​ ​products​ ​you​ ​are​ ​selling?

Whatever kind of unique voice you devise, you should stick to it throughout your whole shop. It can be confusing for the customer to read a funny, pun-filled start page and then read a boring, authoritative FAQ page.

Exceptions are the legal pages and also anything more formal such as pages on delivery or withdrawal.

Sure, you can keep your shop’s voice on the latter, but do not go overboard with it. Also keep in mind that text should be optimised for search engines. You should always use the right keywords and stick to the conventions​ ​of​ ​SEO. Pay special attention to your product descriptions. They should deliver all the information your customers need to know and are a great way of showing off your unique tone. In most cases it is not a good idea to reuse texts found elsewhere. This can not only be problematic in terms of copyright, but is also not great for​ ​your​ ​search​ ​engine​ ​rankings.​ ​In​ ​terms​ ​of​ ​copy,​ ​unique​ ​is​ ​king!

SHOW​ ​WHO​ ​YOU​ ​ARE Do not be shy when it comes to showing off your expert status on a topic or product. If you run a small shop, creating a personal connection to your customers can be an advantage over big players like Amazon.

Some merchants go so far as to put a picture of themselves in the sidebar of their shop, so it is visible on every​ ​subpage.

You can alternatively limit this self-exposure to the “About us” page. This part of your shop is the perfect place to explain to the customer what differentiates you from all of the other online shops out there. Do show pictures of your staff and your office, tell the story behind your shop and explain why you are the

best​ ​person​ ​for​ ​selling​ ​the​ ​products​ ​you​ ​offer​ ​in​ ​your​ ​shop.

SMALL​ ​SUPPORTIVE​ ​ELEMENTS Use small elements to show attention to detail and a high level of care for the customer. One idea is to hide a so-called ‘Easter egg’ within your shop. This can be a hidden message, an inside joke or whatever else is not so obvious but can be found by attentive customers. For example, if you strive for a playful tone in your shop and are ready to give a small discount to special customers, you could add this to your FAQ or T&C​ ​page:​ ​“Just​ ​use​ ​our​ ​coupon​ ​code​ ​HELPFORTHEBROKE​ ​and​ ​save​ ​5​ ​percent​ ​on​ ​your​ ​order.”

Online merchants tend to disregard the footer of their shop and not to put enough attention toward it.

However, the footer is another good option to display your attention to detail. For example, if you are running your shop from Cardiff, you can put messages such as “Made with ❤ in Wales.” within your footer.

Finally, yet importantly, you should also take care of the offline elements of your shop’s experience. Why not put a small, inexpensive present into each package or use branded parcels showing your logo? As you can​ ​see,​ ​there​ ​are​ ​plenty​ ​of​ ​possibilities​ ​to​ ​stand​ ​out​ ​from​ ​the​ ​crowd.​ ​Have​ ​fun​ ​with​ ​finding​ ​your​ ​own!

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​ECOMMERCE

CONTRIBUTOR: Richard​ ​Stevenson Richard Stevenson is Head of Corporate Communications for cloud-driven online shop software provider ​ePages.com​. He has worked in the web hosting, domain name and Software-as-a-Service industries for over 14 years, many of which working with SMBs and web pros all over the world to drive awareness and adoption of new web​ ​technologies.

E ID U G L IV A V R SU 1 Q

DOWNLOAD EBOOK »

In a perfect world... the end of the holiday sales season would mark a smooth transition into Q1 - a quarter packed with fresh revenue opportunities and a clear path to increasing sales in the following months...

The reality, however, is that the transition into Q1 is often anything but smooth. With a significant drop in revenue compared to December sales, the first three months of the new year are often riddled with profit losses, a higher percentage of abandoned carts and unsuccessful social advertising strategies...

That’s where our 2018 Q1 Survival Guide comes in. Having worked with thousands of retailers, we understand how to best tackle common Q1 roadblocks, which include:  A loss of profit associated with post-December gift returns  An abandoned cart rate of over 75%  Re-engaging old customers who have suddenly gone rogue post-holidays This guide enables you to successfully navigate through these obstacles and more using tried and tested personalization strategies. Start steering your Q1 journey towards greater

20

18

E

D

IT

IO

N

conversions and revenue for your business!

HOW​ ​TO​ ​CHOOSE​ ​AN​ ​ONLINE​ ​SHOP​ ​SYSTEM

UK ecommerce is continuing to surge, with ecommerce sales worth £133 billion in 2016 (IMRG). When launching a new online shop yourself, success will often depend on considering key technical needs on a strategic level. The first of these is the fundamental choice of your underlying online shop system. Great benefit can be derived from focusing on essential features. An important decision for new merchants is the choice between the two main types of system: an “open-source”solution or cloud-based “software as a service”​ ​option.

WHAT​ ​FEATURES​ ​ARE​ ​ESSENTIAL? When selecting the most appropriate online shop system, one question needs to come first: does the software allow you to focus on day-to-day business? Any ongoing updates or hosting issues should ideally be handled by the software vendor on your behalf. In addition, your chosen shop system should certainly deliver​ ​on​ ​the​ ​following​ ​key​ ​benefits:

LEGAL​ ​COMPLIANCE The statutory guidelines and requirements governing ecommerce are constantly changing. To avoid inadvertently breaking any laws, you therefore need to ensure that your shop remains up to date on the legal front – select a provider that is not only legally compliant at the time your shop opens, but can also react quickly and reliably to the latest changes in the law by automatically updating your shop as and when required. It can also be useful if the system cooperates with providers of legally compliant templates for pages​ ​such​ ​as​ ​the​ ​site​ ​ownership​ ​details​ ​or​ ​T&Cs.

OPTIMISATION​ ​FOR​ ​MOBILE​ ​DEVICES Mobile shopping continues to grow at an exponential rate. During the last Christmas retailing season, sales made via smartphones increased by 47 percent compared to the same period a year before. Moreover, this trend is likely to intensify in the future. If you are therefore using a shop system that does not include fully​ ​mobile-optimised​ ​pages,​ ​you​ ​should​ ​consider​ ​changing​ ​the​ ​system​ ​as​ ​soon​ ​as​ ​possible.

REPUTABLE​ ​TECHNOLOGY​ ​PARTNERS Behind the scenes, a complex network of features is required, including payment processing, fulfilment of deliveries and integration with online marketplaces. If your shop system cooperates with reputable partners from those fields (such as PayPal, DHL, Amazon and eBay), you will benefit from two clear advantages. Firstly, large-scale partners of this type can help make your entire order fulfilment process run smoothly. Secondly, your customers will gain confidence in your shop from seeing these household names on​ ​your​ ​site.

EFFICIENT​ ​PRODUCT​ ​SEARCH Once your number of products rises, the need for complex search functions arises. Can customers apply filters to their searches, for example, to make the search results more precise? This feature is often missing or poorly implemented even on some of the larger shopping sites. An optimal search function can, therefore,​ ​give​ ​your​ ​site​ ​a​ ​significant​ ​market​ ​advantage​ ​and​ ​a​ ​boost​ ​to​ ​conversion​ ​rates.

SEARCH​ ​ENGINE​ ​OPTIMISATION Many shop systems include an integrated SEO kit that simplifies and automates the search engine optimisation of your online shop, helping new customers to find your store online. Specialist or niche-product shops, in particular, can derive substantial value from an effective SEO strategy as they tend to have a clear idea of their competition. Look for a shop system equipped with SEO friendly URLs and tags to​ ​boost​ ​your​ ​selling​ ​success.

PRODUCT​ ​VARIANTS For many sectors, it is essential to be able to set up and offer different product variants. Consider, for example, t-shirts that come in a range of colours and sizes. A shop system that incorporates product variations of this type will, therefore, benefit both merchants and customers. For the retailer, there is no need to set up each t-shirt colour as a separate product, while customers appreciate the straightforward navigation​ ​that​ ​allows​ ​them​ ​to​ ​switch​ ​between​ ​the​ ​red​ ​and​ ​black​ ​versions​ ​of​ ​a​ ​t-shirt​ ​within​ ​just​ ​one​ ​click.

SCALABILITY Virtually every online shop starts off as a small-scale operation. Nevertheless, once sales levels increase, most merchants will want to expand their product range and optimise their store. Expansion options are important, as the need to move your shop to another platform – a process that can be tiresome and costly – will almost certainly involve some system downtime. It is, therefore, better to begin by selecting a system that offers future expansion. Integration with a merchandise management (or ERP) system that generates invoices automatically, for instance, can also prove useful as order volumes grow. If you sell via multiple channels (such as a bricks-and-mortar outlet, a mail order catalogue, and the Internet), a system of this type​ ​is​ ​essential​ ​for​ ​keeping​ ​track​ ​of​ ​your​ ​inventories​ ​in​ ​a​ ​synchronised​ ​way.

INTERNATIONALISATION Ecommerce is becoming an increasingly cross-border activity. Even operators of small-scale shops should consider expansion into foreign markets. To achieve this, however, your site will need to be translated into different languages and in most cases set up to work with other currencies. Many modern shop systems provide support for this internationalisation process, and it is worth considering at the start of all retail projects,​ ​no​ ​matter​ ​how​ ​modest.

AN​ ​OPEN-SOURCE​ ​SOLUTION,​ ​OR​ ​SOFTWARE​ ​AS​ ​A​ ​SERVICE? Decisions about the correct system for your shop are further complicated by the differing approaches taken by the various software vendors. In the segment serving the SMB market, two main solutions have come to the fore: “open-source” software, and cloud-based “software as a service” (SaaS). These differ from one another in a number of big ways. Below you can see some of the advantages and disadvantages involved​ ​with​ ​each​ ​option:

INSTALLATION​ ​PROCESS For setting up a SaaS shop system, no programming skills are required. Most systems of this type include online wizards – in other words, step-by-step guides – to support the configuration process. These enable merchants to begin trading immediately. In contrast, open-source software first needs to be installed. If the merchant lacks the necessary technical expertise, an agency can be commissioned to carry out the installation,​ ​though​ ​this​ ​will​ ​involve​ ​additional​ ​expense.

COST SaaS solutions are generally available on a monthly fee basis. In such cases, merchants can usually opt to pay a low rate initially before switching to a higher monthly charge when enhanced capacity, performance levels or additional features are required. Open-source solutions, in contrast, tend to be free of charge and

so can appear attractive at first sight. However, the costs of installation, maintenance and expansion can be​ ​difficult​ ​to​ ​calculate​ ​and​ ​can​ ​often​ ​turn​ ​out​ ​to​ ​be​ ​higher​ ​than​ ​with​ ​SaaS​ ​solutions.

CUSTOMISATION In most cases, SaaS solutions incorporate design templates that online retailers can modify in line with their requirements. Design services can be used as an additional option if merchants feel they lack the necessary design skills. The benefit of open-source solutions, on the other hand, lies in their freely available source code, which can be modified as required by shop operators or their agencies. As a result, the​ ​online​ ​store​ ​can​ ​be​ ​customised​ ​with​ ​total​ ​flexibility​ ​to​ ​fit​ ​the​ ​retailer’s​ ​precise​ ​requirements.

SCALABILITY When a new ecommerce operation is launched, it is often difficult to predict what level of growth will result in the future. SaaS users, however, can respond to changing order volumes by moving seamlessly to a higher-level package or even migrating to a customised enterprise solution if their requirements become more complex. Merchants using open-source software will need to plan out the resources needed for their future​ ​growth​ ​when​ ​starting​ ​up,​ ​or​ ​else​ ​make​ ​their​ ​own​ ​arrangements​ ​for​ ​upgrading.

SECURITY With a SaaS system, the data and software associated with an online shop are stored by the provider, in a secure data centre environment. This keeps the level of risk to a minimum, as data security is handled by the hosting provider and the software is constantly monitored and managed. These aspects can be somewhat problematic with open-source software, as any security vulnerability could be present in the source code and could potentially be exploited by cyber-criminals. If, however, open-source users stay alert​ ​and​ ​responsive​ ​to​ ​such​ ​risks,​ ​they​ ​can​ ​resolve​ ​such​ ​vulnerabilities​ ​independently.

UPDATES Users of a software as a service solution usually benefit from regular and free-of-charge updates that are implemented automatically. These ensure that their shops remain compliant with the law, security standards and perform according to the latest version. With open-source systems, the responsibility remains with the shop operators, who therefore need to keep themselves informed of any vital changes and​ ​apply​ ​the​ ​updates​ ​to​ ​their​ ​system​ ​themselves.

INTEGRATION​ ​OPTIONS Modern shop systems provide online retailers with a wide variety of options for integration with external services, such as those provided by payment or logistics partners. With cloud-based SaaS shops, these are

either pre-installed or can be obtained separately from an app store. The automatic updating of such add-ons saves merchants a high degree of time and effort. The advantage of open-source solutions, in contrast,​ ​lies​ ​in​ ​the​ ​large​ ​community​ ​of​ ​developers​ ​who​ ​are​ ​constantly​ ​releasing​ ​new​ ​applications.

CONCLUSION There​ ​is​ ​no​ ​“one-size-fits–all”​ ​online​ ​shop​ ​system​ ​that​ ​will​ ​suit​ ​every​ ​single​ ​ecommerce​ ​project.

Decisions in this area depend much more on a merchant’s particular requirements and especially on the size and scope of their online shop. For smaller merchants with a restricted budget and limited technical knowledge, SaaS solutions are generally the best all round option. These can provide you with a complete solution at low cost, allowing you to concentrate fully on your core business. At the same time, the danger of​ ​any​ ​security​ ​or​ ​performance​ ​risks​ ​is​ ​kept​ ​to​ ​a​ ​minimum.

Open-source solutions, in contrast, are primarily suited to larger-scale operators with access to the resources needed for installing and maintaining the shop software themselves or contracting an agency to do this. Such retailers often have very specific requirements for their online shop that can be best fulfilled by​ ​means​ ​of​ ​a​ ​customised,​ ​open-source​ ​solution.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​ECOMMERCE

CONTRIBUTOR: Richard​ ​Stevenson Richard Stevenson is Head of Corporate Communications for cloud-driven online shop software provider ​ePages.com​. He has worked in the web hosting, domain name and Software-as-a-Service industries for over 14 years, many of which working with SMBs and web pros all over the world to drive awareness and adoption of new web​ ​technologies.

THE​ ​MOBILE​ ​COMMERCE​ ​MISTAKES​ ​YOU COULD​ ​BE​ ​MAKING​ ​(AND​ ​HOW​ ​TO​ ​FIX​ ​THEM)

As​ ​you’re​ ​reading​ ​this,​ ​we’re​ ​willing​ ​to​ ​bet​ ​that​ ​you​ ​have​ ​a​ ​mobile​ ​device​ ​within​ ​arm’s​ ​reach​ ​-​ ​if​ ​it’s​ ​not already​ ​in​ ​your​ ​hand!

It​ ​goes​ ​to​ ​show​ ​that​ ​the​ ​ubiquity​ ​of​ ​mobile​ ​is​ ​undeniable.​ ​And​ ​today,​ ​people​ ​aren’t​ ​just​ ​using​ ​their​ ​phones or​ ​tablets​ ​to​ ​communicate​ ​or​ ​check​ ​their​ ​social​ ​media.​ ​Increasingly,​ ​consumers​ ​are​ ​using​ ​their​ ​mobile devices​ ​to​ ​research​ ​products,​ ​compare​ ​prices,​ ​and​ ​even​ ​make​ ​purchases.

While​ ​more​ ​and​ ​more​ ​retailers​ ​are​ ​opening​ ​up​ ​their​ ​physical​ ​and​ ​online​ ​stores​ ​to​ ​mobile,​ ​there’s​ ​still​ ​a​ ​way to​ ​go​ ​before​ ​it’s​ ​in​ ​every​ ​store,​ ​and​ ​done​ ​amazingly​ ​well.​ ​Many​ ​retailers​ ​still​ ​aren’t​ ​providing​ ​the​ ​best mobile​ ​browsing​ ​experience,​ ​and​ ​it’s​ ​costing​ ​them​ ​customers.

In​ ​this​ ​post,​ ​we’ll​ ​discuss​ ​some​ ​of​ ​the​ ​common​ ​mobile​ ​mistakes​ ​retailers​ ​make,​ ​and​ ​how​ ​you​ ​can​ ​get around​ ​these​ ​traps.​ ​Here​ ​we​ ​go!

1.​ ​MAKING​ ​YOUR​ ​MOBILE​ ​SITE​ ​DIFFICULT​ ​TO​ ​NAVIGATE Many​ ​retailers​ ​have​ ​mobile​ ​sites​ ​that​ ​are​ ​difficult​ ​for​ ​the​ ​user​ ​to​ ​get​ ​around.​ ​They’re​ ​not​ ​responsive,​ ​have​ ​a confusing​ ​layout,​ ​and​ ​the​ ​elements​ ​(i.e.​ ​images,​ ​buttons,​ ​links)​ ​either​ ​aren’t​ ​big​ ​enough​ ​or​ ​are​ ​too​ ​close together​ ​and​ ​difficult​ ​to​ ​tap.

Additionally,​ ​some​ ​mobile​ ​sites​ ​make​ ​specific​ ​categories​ ​or​ ​products​ ​hard​ ​to​ ​access.​ ​Links​ ​or​ ​subcategories are​ ​on​ ​separate​ ​pages,​ ​thus​ ​increasing​ ​load​ ​time.

You​ ​can​ ​fix​ ​these​ ​issues​ ​by​ ​designing​ ​your​ ​mobile​ ​site​ ​to​ ​be​ ​“big-finger​ ​proof”.​ ​Use​ ​large,​ ​beautiful​ ​pictures and​ ​avoid​ ​small​ ​links​ ​or​ ​text.

You​ ​could​ ​also​ ​make​ ​use​ ​of​ ​mobile-friendly​ ​drop-down​ ​menus.​ ​Instead​ ​of​ ​letting​ ​users​ ​click​ ​through separate​ ​pages​ ​when​ ​they’re​ ​exploring​ ​products​ ​and​ ​categories,​ ​incorporate​ ​drop-down​ ​menus​ ​so​ ​the​ ​links they​ ​need​ ​appear​ ​instantly.

One​ ​retailer​ ​doing​ ​this​ ​well​ ​is​ ​East​ ​London​ ​retailer​ ​by-Walski​.​ ​It​ ​has​ ​an​ ​array​ ​of​ ​products​ ​under​ ​various categories,​ ​but​ ​keeps​ ​things​ ​organised​ ​and​ ​easy​ ​to​ ​access​ ​using​ ​menus​ ​that​ ​can​ ​easily​ ​be​ ​expanded​ ​or collapsed​ ​within​ ​the​ ​page.​ ​That​ ​way,​ ​when​ ​a​ ​user​ ​wants​ ​to​ ​check​ ​out​ ​a​ ​particular​ ​subcategory,​ ​they​ ​don’t have​ ​to​ ​navigate​ ​away​ ​from​ ​the​ ​main​ ​menu.

2.​ ​HAVING​ ​A​ ​CUMBERSOME​ ​SEARCH​ ​TOOL Many​ ​customers​ ​shopping​ ​on​ ​mobile​ ​want​ ​to​ ​be​ ​able​ ​to​ ​browse​ ​quickly.​ ​Some​ ​of​ ​them​ ​are​ ​on​ ​the​ ​move, others​ ​could​ ​be​ ​standing​ ​in​ ​line​ ​somewhere,​ ​and​ ​all​ ​of​ ​them​ ​want​ ​to​ ​find​ ​what​ ​they’re​ ​looking​ ​for​ ​in​ ​as​ ​few taps​ ​as​ ​possible.​ ​If​ ​they​ ​can’t​ ​experience​ ​that​ ​on​ ​your​ ​site,​ ​they’ll​ ​take​ ​their​ ​business​ ​elsewhere.

That’s​ ​why​ ​you​ ​should​ ​invest​ ​in​ ​a​ ​robust​ ​mobile​ ​search​ ​experience.​ ​Don’t​ ​just​ ​slap​ ​on​ ​a​ ​search​ ​tool​ ​and​ ​call it​ ​a​ ​day.​ ​Optimise​ ​it​ ​and​ ​make​ ​sure​ ​it’s​ ​easy​ ​to​ ​find​ ​and​ ​use.

One​ ​retailer​ ​that​ ​has​ ​a​ ​great​ ​mobile​ ​search​ ​function​ ​is​ ​John​ ​Lewis​.​ ​The​ ​department​ ​store​ ​keeps​ ​the​ ​search function​ ​up​ ​top​ ​and​ ​easily​ ​seen​ ​on​ ​every​ ​page​ ​of​ ​its​ ​mobile​ ​site,​ ​so​ ​users​ ​can​ ​get​ ​to​ ​the​ ​search​ ​tool​ ​no matter​ ​where​ ​they​ ​are​ ​browsing.

Some​ ​stores​ ​will​ ​even​ ​include​ ​an​ ​auto-complete​ ​feature​ ​that​ ​predicts​ ​what​ ​people​ ​are​ ​looking​ ​for​ ​as​ ​they type.​ ​This​ ​means​ ​users​ ​don’t​ ​have​ ​to​ ​type​ ​their​ ​entire​ ​search​ ​query​ ​which​ ​makes​ ​the​ ​process​ ​much​ ​faster.

3.​ ​MAKING​ ​IT​ ​DIFFICULT​ ​TO​ ​MAP​ ​OR​ ​CALL​ ​YOUR​ ​PHYSICAL​ ​STORE

Don’t​ ​bury​ ​your​ ​store’s​ ​address​ ​and​ ​phone​ ​number.​ ​Make​ ​it​ ​easy​ ​to​ ​find,​ ​either​ ​by​ ​displaying​ ​them​ ​on​ ​your homepage​ ​or​ ​by​ ​placing​ ​them​ ​in​ ​an​ ​easy-to-access​ ​contact​ ​page.

You​ ​also​ ​want​ ​to​ ​ensure​ ​that​ ​users​ ​can​ ​map​ ​your​ ​store​ ​or​ ​give​ ​you​ ​a​ ​call​ ​right​ ​from​ ​your​ ​site.​ ​Don’t​ ​just​ ​list your​ ​phone​ ​number​ ​–​ ​make​ ​it​ ​“clickable”​ ​so​ ​when​ ​people​ ​tap​ ​on​ ​it,​ ​they’ll​ ​be​ ​able​ ​to​ ​call​ ​you.​ ​The​ ​same goes​ ​for​ ​your​ ​address​ ​–​ ​incorporate​ ​a​ ​“click-to-map”​ ​functionality​ ​so​ ​users​ ​can​ ​easily​ ​navigate​ ​to​ ​your store.

A​ ​report​ ​by​ ​PayPal​ ​Media​​ ​found​ ​that​ ​57%​ ​of​ ​mobile​ ​landing​ ​page​ ​clicks​ ​are​ ​from​ ​actions​ ​like​ ​click-to-map and​ ​click-to-call,​ ​indicating​ ​that​ ​these​ ​two​ ​functions​ ​are​ ​what​ ​mobile​ ​shoppers​ ​use​ ​the​ ​most.

Michael​ ​Kors​​ ​is​ ​doing​ ​this​ ​well​ ​–​ ​the​ ​retailer’s​ ​mobile​ ​site​ ​automatically​ ​detects​ ​the​ ​user’s​ ​location​ ​and displays​ ​the​ ​nearest​ ​store’s​ ​address​ ​and​ ​phone​ ​number​ ​on​ ​the​ ​homepage.

Michael​ ​Kors​ ​also​ ​makes​ ​it​ ​simple​ ​to​ ​map​ ​their​ ​store.​ ​It​ ​has​ ​a​ ​“Get​ ​Directions”​ ​link​ ​that​ ​automatically launches​ ​the​ ​user’s​ ​maps​ ​application,​ ​saving​ ​them​ ​time.

4.​ ​NOT​ ​CONNECTING​ ​MOBILE​ ​COMMERCE​ ​WITH​ ​OTHER​ ​SALES​ ​CHANNELS Don’t​ ​isolate​ ​your​ ​mobile​ ​strategy.​ ​Make​ ​sure​ ​your​ ​mobile​ ​commerce​ ​works​ ​in​ ​tandem​ ​with​ ​your​ ​other sales​ ​channels​ ​so​ ​you​ ​can​ ​give​ ​customers​ ​a​ ​“shop​ ​anytime,​ ​anywhere”​ ​experience.​ ​You​ ​can,​ ​for​ ​instance, launch​ ​a​ ​“buy​ ​on​ ​mobile,​ ​pick​ ​up​ ​in-store”​ ​initiative​ ​that​ ​lets​ ​customers​ ​complete​ ​purchases​ ​and​ ​arrange store​ ​pick​ ​up​ ​right​ ​from​ ​their​ ​mobile​ ​device.

An​ ​increasing​ ​number​ ​of​ ​retailers​ ​have​ ​started​ ​doing​ ​this,​ ​but​ ​unfortunately,​ ​many​ ​of​ ​them​ ​drop​ ​the​ ​ball when​ ​it​ ​comes​ ​to​ ​the​ ​in-store​ ​pickup​ ​experience.​ ​While​ ​customers​ ​can​ ​place​ ​orders​ ​using​ ​their​ ​mobile device,​ ​the​ ​pickup​ ​process​ ​is​ ​often​ ​confusing​ ​when​ ​they​ ​get​ ​to​ ​the​ ​store.​ ​Where​ ​should​ ​they​ ​go​ ​to​ ​pick​ ​up their​ ​items?​ ​Do​ ​they​ ​have​ ​to​ ​wait​ ​in​ ​line?​ ​Who​ ​do​ ​they​ ​approach?​ ​Many​ ​times,​ ​these​ ​matters​ ​are​ ​unclear.

Don’t​ ​make​ ​the​ ​same​ ​mistake.​ ​If​ ​you’re​ ​implementing​ ​mobile​ ​ordering,​ ​see​ ​to​ ​it​ ​that​ ​you​ ​design​ ​an​ ​in-store pickup​ ​experience​ ​that’s​ ​fast,​ ​clear,​ ​and​ ​convenient.

Starbucks​ ​is​ ​doing​ ​an​ ​excellent​ ​job​ ​at​ ​this.​ ​Its​ ​app​ ​now​ ​has​ ​a​ ​feature​ ​that​ ​lets​ ​people​ ​order​ ​ahead​ ​using their​ ​phone.​ ​And​ ​when​ ​they​ ​get​ ​to​ ​the​ ​store,​ ​there’s​ ​a​ ​designated​ ​area​ ​for​ ​order​ ​pick​ ​ups,​ ​with​ ​no​ ​need​ ​to queue​ ​or​ ​ask​ ​where​ ​your​ ​order​ ​is.

Mobile​ ​is​ ​a​ ​channel​ ​that’s​ ​becoming​ ​as​ ​important​ ​as​ ​brick-and-mortar​ ​and​ ​ecommerce.​ ​So​ ​don’t​ ​get​ ​left behind.​ ​With​ ​a​ ​few​ ​small​ ​(but​ ​important)​ ​changes,​ ​you​ ​can​ ​strengthen​ ​your​ ​mobile​ ​commerce​ ​strategy​ ​and make​ ​sure​ ​you’re​ ​bringing​ ​delight​ ​to​ ​your​ ​customers​ ​no​ ​matter​ ​where​ ​they​ ​are.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​ECOMMERCE

CONTRIBUTOR:

Francesca​ ​Nicasio

Modern​ ​Retail​ ​Editorial​ ​Board

Francesca is a Retail Expert at ​Vend​. She’s also author of ​Retail Survival of the Fittest​, a free​ ​ebook​ ​to​ ​help​ ​retailers​ ​future​ ​proof​ ​their​ ​stores.

SUPPLIER​ ​CONTENT:​ ​TAG​ ​RETAIL​ ​LAUNCH NEW​ ​APP-BASED​ ​SCAN​ ​&​ ​SHOP​ ​SYSTEM

Tag Retail Systems have developed a new mobile app-based solution that allows customers to use their own smartphones to scan and shop in-store, providing real benefits to both retailers and consumers. Fast Shop​ ​is​ ​a​ ​simple​ ​and​ ​cost-effective​ ​way​ ​for​ ​retailers​ ​to​ ​deploy​ ​an​ ​in-store​ ​scan​ ​&​ ​shop​ ​experience.

By utilising apps on customers own mobile phones, Fast Shop avoids the significant capital expenditure and hardware costs associated with current handheld self scanning systems – particularly important for supermarkets​ ​and​ ​retailers​ ​with​ ​a​ ​large​ ​number​ ​of​ ​stores.

Of course, in smaller high street and convenience store locations floor space is often at a premium and there simply isn’t room to install a bank of handheld scanners for customers to use. But by overlooking self scanning, retailers in such locations could be missing out on a valuable opportunity to engage customers, enhance their shopping experience and reduce queues at busy times. With Fast Shop being a mobile app-based system, it does not take up valuable floor space, and can offer retailers a new opportunity to provide​ ​scan​ ​and​ ​shop​ ​to​ ​customers​ ​in​ ​any​ ​store,​ ​regardless​ ​of​ ​size.

As each item is scanned the system provides a running total so customers can keep track of their spend and items can be added or removed as they shop. To finish, customers have the option to either pay on their​ ​mobile​ ​or​ ​at​ ​the​ ​till.

For retailers mobile scanning can provide a significant set of assets to enhance their customer engagement strategy. It’s ability to communicate with customers via their own mobile means retailers can also maximise​ ​effectiveness​ ​of​ ​communications.

For​ ​more​ ​information​ ​visit​ ​Tag​ ​Retail​ ​Systems​.

WHAT​ ​IS​ ​OMNICHANNEL​ ​AND​ ​WHY​ ​DOES IT​ ​MATTER​ ​TO​ ​YOUR​ ​BUSINESS?

The​ ​retail​ ​industry​ ​is​ ​no​ ​stranger​ ​to​ ​omnichannel.​ ​What​ ​started​ ​out​ ​as​ ​the​ ​buzzword​ ​du​ ​jour​ ​has​ ​proven​ ​to be​ ​more​ ​than​ ​a​ ​trend,​ ​but​ ​a​ ​piece​ ​of​ ​tech​ ​innovation​ ​that​ ​can​ ​truly​ ​benefit​ ​business​ ​owners.​ ​Perhaps​ ​one of​ ​the​ ​most​ ​important​ ​selling​ ​points​ ​of​ ​omnichannel​ ​technology​ ​is​ ​its​ ​adaptability,​ ​as​ ​it​ ​can​ ​be​ ​easily customised​ ​to​ ​meet​ ​the​ ​individual​ ​demands​ ​of​ ​its​ ​users.​ ​However,​ ​if​ ​you​ ​are​ ​a​ ​retailer​ ​in​ ​the​ ​market​ ​for​ ​a new​ ​system,​ ​you​ ​need​ ​to​ ​spend​ ​the​ ​time​ ​to​ ​understand​ ​what​ ​is​ ​omnichannel,​ ​what​ ​does​ ​it​ ​stand​ ​for​ ​and what​ ​options​ ​are​ ​available.

WHAT​ ​IS​ ​OMNICHANNEL? Mobile​ ​technology​ ​has​ ​become​ ​so​ ​deeply​ ​embedded​ ​in​ ​our​ ​day-to-day​ ​lives,​ ​that​ ​it​ ​is​ ​difficult​ ​to​ ​imagine that​ ​only​ ​ten​ ​years​ ​ago​ ​the​ ​iPhone​ ​was​ ​being​ ​brought​ ​to​ ​market​ ​for​ ​the​ ​very​ ​first​ ​time.​ ​Modern​ ​shoppers spend​ ​an​ ​ever-increasing​ ​amount​ ​of​ ​time​ ​online,​ ​and​ ​as​ ​the​ ​platforms​ ​they​ ​use​ ​diversify,​ ​so​ ​do​ ​the​ ​chances of​ ​turning​ ​a​ ​click​ ​into​ ​a​ ​purchase.​ ​Consumers​ ​have​ ​come​ ​to​ ​expect​ ​the​ ​ability​ ​to​ ​purchase​ ​items​ ​online, track​ ​their​ ​order​ ​and​ ​pick​ ​up​ ​their​ ​items​ ​in​ ​store.​ ​It​ ​is​ ​the​ ​companies​ ​that​ ​get​ ​this​ ​balance​ ​right​ ​who succeed​ ​and​ ​stand​ ​out​ ​from​ ​the​ ​crowd.

These​ ​new​ ​purchasing​ ​habits​ ​form​ ​the​ ​crux​ ​of​ ​why​ ​omnichannel​ ​technology​ ​is​ ​the​ ​future.​ ​Omnichannel​ ​is designed​ ​to​ ​integrate​ ​your​ ​online​ ​sales​ ​platform​ ​with​ ​your​ ​brick-and-mortar​ ​operation​ ​into​ ​one​ ​powerful

system​ ​that​ ​ensures​ ​a​ ​frustration-free​ ​experience​ ​for​ ​your​ ​customers​ ​and​ ​provides​ ​you​ ​with​ ​all​ ​of​ ​the business​ ​information​ ​you​ ​need​ ​at​ ​the​ ​click​ ​of​ ​a​ ​button.

There​ ​are​ ​three​ ​main​ ​areas​ ​where​ ​omnichannel​ ​can​ ​help​ ​retailers​ ​get​ ​the​ ​competitive​ ​advantage​ ​they​ ​need to​ ​excel:

CONSISTENCY​ ​OF​ ​BRAND​ ​AND​ ​OPERATIONS A​ ​powerful​ ​omnichannel​ ​system​ ​keeps​ ​all​ ​of​ ​your​ ​data​ ​in​ ​one​ ​place.​ ​For​ ​your​ ​business,​ ​that​ ​means​ ​that operations​ ​can​ ​run​ ​smoothly​ ​between​ ​different​ ​locations,​ ​as​ ​crucial​ ​information​ ​such​ ​as​ ​stock​ ​levels, inventory​ ​and​ ​sales​ ​reports​ ​are​ ​kept​ ​up​ ​to​ ​date​ ​in​ ​real​ ​time.​ ​This​ ​also​ ​helps​ ​keep​ ​the​ ​personality​ ​of​ ​the brand​ ​consistent​ ​across​ ​the​ ​board.

For​ ​staff,​ ​access​ ​to​ ​data​ ​enables​ ​them​ ​to​ ​provide​ ​an​ ​informed​ ​and​ ​efficient​ ​service​ ​to​ ​customers,​ ​which​ ​is likely​ ​to​ ​make​ ​a​ ​difference​ ​to​ ​your​ ​bottom​ ​line.​ ​A​ ​cloud-based​ ​system,​ ​like​ ​the​ ​one​ ​offered​ ​by​ ​Lightspeed​, is​ ​a​ ​great​ ​solution​ ​for​ ​a​ ​setup​ ​with​ ​a​ ​dispersed​ ​workforce​ ​and​ ​multiple​ ​locations.

NEXT-LEVEL​ ​MARKETING​ ​STRATEGY Getting​ ​to​ ​know​ ​your​ ​customers​ ​is​ ​a​ ​key​ ​piece​ ​of​ ​the​ ​puzzle​ ​when​ ​establishing​ ​your​ ​client​ ​base.​ ​Customers are​ ​increasingly​ ​attracted​ ​by​ ​brands​ ​which​ ​invest​ ​in​ ​tailoring​ ​their​ ​services​ ​to​ ​each​ ​person​ ​that​ ​walks through​ ​their​ ​doors​ ​or​ ​browses​ ​their​ ​website.​ ​This​ ​means​ ​that​ ​getting​ ​to​ ​know​ ​the​ ​when,​ ​where,​ ​what​ ​and how​ ​of​ ​your​ ​customer’s​ ​shopping​ ​habits​ ​is​ ​no​ ​longer​ ​an​ ​option,​ ​but​ ​a​ ​necessity​ ​to​ ​compete​ ​in​ ​today’s​ ​retail market.

Omnichannel​ ​can​ ​make​ ​all​ ​the​ ​difference​ ​in​ ​this​ ​area.​ ​The​ ​system​ ​has​ ​the​ ​capability​ ​to​ ​collect,​ ​track​ ​and store​ ​data​ ​from​ ​all​ ​the​ ​interactions​ ​a​ ​customer​ ​has​ ​with​ ​your​ ​company,​ ​be​ ​that​ ​online​ ​or​ ​in-store​ ​purchase history,​ ​social​ ​media​ ​activity,​ ​or​ ​more​ ​personal​ ​information​ ​such​ ​as​ ​birthdays.​ ​Using​ ​this​ ​insight​ ​to​ ​add​ ​that personal​ ​touch​ ​to​ ​your​ ​client​ ​marketing​ ​communication​ ​is​ ​bound​ ​to​ ​get​ ​you​ ​a​ ​better​ ​response​ ​rate​ ​and create​ ​additional​ ​opportunities​ ​to​ ​convert​ ​to​ ​a​ ​sale.

CUSTOMER​ ​SATISFACTION​ ​AND​ ​LOYALTY It​ ​is​ ​hard​ ​to​ ​overstress​ ​the​ ​importance​ ​of​ ​client​ ​relationships.​ ​The​ ​brands​ ​that​ ​manage​ ​to​ ​withstand challenging​ ​times​ ​are​ ​those​ ​that​ ​have​ ​the​ ​support​ ​of​ ​loyal​ ​customers​ ​who​ ​keep​ ​coming​ ​back​ ​and​ ​telling their​ ​friends.

In​ ​order​ ​to​ ​achieve​ ​brand​ ​loyalty,​ ​you​ ​need​ ​to​ ​make​ ​the​ ​customer​ ​journey​ ​as​ ​intuitive​ ​and​ ​frustration-free as​ ​possible.​ ​Omnichannel​ ​allows​ ​you​ ​to​ ​cater​ ​to​ ​the​ ​varied​ ​lifestyles​ ​and​ ​habits​ ​of​ ​your​ ​customers,​ ​as​ ​they have​ ​the​ ​freedom​ ​to​ ​come​ ​interact​ ​with​ ​your​ ​company​ ​and​ ​products​ ​in​ ​store,​ ​while​ ​also​ ​having​ ​24/7​ ​access to​ ​browse​ ​and​ ​shop​ ​from​ ​the​ ​comfort​ ​of​ ​their​ ​home​ ​using​ ​your​ ​online​ ​platform.

Retailers​ ​can​ ​no​ ​longer​ ​afford​ ​to​ ​be​ ​behind​ ​the​ ​technology​ ​curve​ ​in​ ​the​ ​current​ ​economic​ ​climate.

Understanding​ ​what​ ​is​ ​omnichannel​ ​and​ ​implementing​ ​it​ ​will​ ​help​ ​keep​ ​you​ ​on​ ​the​ ​same​ ​playing​ ​field​ ​as your​ ​competitors,​ ​but​ ​finding​ ​the​ ​setup​ ​that​ ​works​ ​best​ ​for​ ​you​ ​if​ ​the​ ​key​ ​to​ ​cutting​ ​through​ ​the​ ​noise​ ​with customers.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​OMNICHANNEL

CONTRIBUTOR:

Dax​ ​Dasilva,​ ​Founder​ ​&​ ​CEO,​ ​Lightspeed Modern​ ​Retail​ ​Editorial​ ​Board Dax Dasilva is a member of Modern Retail’s Editorial Board, and is the founder and CEO of Lightspeed. Founded in 2005, Lightspeed develops a cloud-based commerce platform used by over 45,000 independent retailers, restaurants and eCommerce merchants worldwide to run better businesses and process over $15​ ​billion​ ​in​ ​transactions​ ​annually.​ ​Visit:​ ​www.lightspeedhq.co.uk

3​ ​SIMPLE​ ​WAYS​ ​TO​ ​CREATE​ ​AN OMNICHANNEL​ ​STRATEGY​ ​THAT​ ​WORKS

An​ ​efficient​ ​omnichannel​ ​strategy​ ​used​ ​to​ ​be​ ​the​ ​ultimate​ ​goal​ ​for​ ​retailers​ ​—​ ​a​ ​milestone​ ​to​ ​work​ ​toward on​ ​a​ ​continuous​ ​basis.​ ​But​ ​times​ ​have​ ​changed,​ ​and​ ​both​ ​shoppers​ ​and​ ​retail​ ​itself​ ​have​ ​evolved.

OMNICHANNEL​ ​IS​ ​NOW​ ​THE​ ​STANDARD. But​ ​what​ ​exactly​ ​does​ ​omnichannel​ ​retail​ ​mean?​ ​Let’s​ ​roll​ ​with​ ​this​ ​working​ ​definition:​ ​omnichannel​ ​retail unifies​ ​all​ ​available​ ​shopping​ ​channels​ ​(in-store,​ ​online,​ ​mobile,​ ​social​ ​media,​ ​etc.)​ ​in​ ​a​ ​way​ ​that​ ​provides customers​ ​with​ ​smooth,​ ​integrated​ ​experiences.

It’s​ ​that​ ​last​ ​part​ ​that’s​ ​the​ ​key,​ ​since​ ​seamless​ ​shopping​ ​experiences​ ​are​ ​one​ ​of​ ​the​ ​main​ ​things​ ​customers want​ ​from​ ​retail​ ​in​ ​the​ ​modern​ ​age.​ ​Today’s​ ​shoppers​ ​don’t​ ​differentiate​ ​between​ ​channels;​ ​rather,​ ​they switch​ ​fluidly​ ​from​ ​one​ ​to​ ​the​ ​other​ ​as​ ​if​ ​they’re​ ​one​ ​and​ ​the​ ​same.​ ​And​ ​they​ ​will​ ​choose​ ​the​ ​brands​ ​and stores​ ​they​ ​shop​ ​with​ ​based​ ​on​ ​this.​ ​So​ ​how​ ​can​ ​you​ ​upgrade​ ​your​ ​business’s​ ​game​ ​plan​ ​and​ ​increase revenue​ ​in​ ​the​ ​process?​ ​Here’s​ ​three​ ​main​ ​steps:

1)​ ​START​ ​SELLING​ ​ON​ ​MORE​ ​CHANNELS. Brick​ ​and​ ​mortar​ ​shops​ ​were​ ​once​ ​the​ ​foundation​ ​of​ ​retail,​ ​and​ ​they​ ​are​ ​still​ ​hugely​ ​important.​ ​But nowadays​ ​traditional​ ​retailers​ ​also​ ​need​ ​to​ ​have​ ​an​ ​online​ ​store,​ ​to​ ​open​ ​up​ ​their​ ​customer​ ​base​ ​and​ ​give consumers​ ​the​ ​shopping​ ​options​ ​they​ ​want.

In​ ​order​ ​to​ ​increase​ ​revenue​ ​and​ ​maximize​ ​success,​ ​you​ ​want​ ​to​ ​make​ ​it​ ​as​ ​easy​ ​as​ ​possible​ ​for​ ​potential customers​ ​to​ ​find​ ​you​ ​—​ ​which​ ​means​ ​you​ ​want​ ​to​ ​have​ ​a​ ​sales​ ​presence​ ​in​ ​as​ ​many​ ​channels​ ​as​ ​you​ ​can.

If​ ​you’re​ ​a​ ​brick​ ​and​ ​mortar​ ​retailer​ ​without​ ​an​ ​ecommerce​ ​site,​ ​it’s​ ​likely​ ​that​ ​you’re​ ​losing​ ​out​ ​on business.​ ​But​ ​you’re​ ​in​ ​luck:​ ​setting​ ​up​ ​an​ ​online​ ​store​ ​and​ ​syncing​ ​it​ ​with​ ​your​ ​physical​ ​location​ ​is​ ​easy, you​ ​just​ ​have​ ​to​ ​choose​ ​the​ ​right​ ​software​ ​to​ ​help​ ​you​ ​do​ ​it.

If​ ​you​ ​already​ ​have​ ​an​ ​ecommerce​ ​outlet,​ ​look​ ​to​ ​some​ ​other​ ​up-and-coming​ ​sales​ ​trends​ ​to​ ​round​ ​out your​ ​omnichannel​ ​strategy​ ​–​ ​for​ ​example,​ ​make​ ​sure​ ​your​ ​web​ ​store​ ​is​ ​optimised​ ​for​ ​mobile,​ ​and​ ​do​ ​some research​ ​into​ ​selling​ ​on​ ​social​ ​networks​ ​such​ ​as​ ​using​ ​Soldsie​ ​on​ ​Instagram.

Ideally,​ ​customers​ ​should​ ​be​ ​able​ ​to​ ​buy​ ​your​ ​products​ ​via​ ​every​ ​major​ ​retail​ ​and​ ​social​ ​channel:​ ​online, mobile,​ ​Facebook,​ ​Twitter,​ ​Instagram,​ ​Snapchat,​ ​Pinterest,​ ​and​ ​in-store.

2)​ ​MAKE​ ​YOUR​ ​CHANNELS​ ​WORK​ ​TOGETHER. It’s​ ​not​ ​enough​ ​just​ ​to​ ​have​ ​a​ ​presence​ ​on​ ​all​ ​the​ ​sales​ ​channels​ ​mentioned​ ​above.​ ​Each​ ​of​ ​your​ ​channels must​ ​work​ ​together,​ ​functioning​ ​as​ ​parts​ ​of​ ​a​ ​wider​ ​ecosystem.

This​ ​means​ ​you​ ​need​ ​to​ ​have​ ​a​ ​comprehensive​ ​solution​ ​for​ ​the​ ​problems​ ​this​ ​presents.​ ​Among​ ​them?

Inventory​ ​control,​ ​channel​ ​management,​ ​and​ ​returns​ ​—​ ​three​ ​things​ ​that​ ​are​ ​particularly​ ​important​ ​in creating​ ​a​ ​seamless​ ​omnichannel​ ​experience.

But​ ​how​ ​exactly​ ​do​ ​you​ ​get​ ​all​ ​your​ ​channels​ ​to​ ​work​ ​together?​ ​For​ ​starters,​ ​look​ ​at​ ​getting​ ​yourself​ ​a centralised​ ​retail​ ​management​ ​system​ ​if​ ​you​ ​don’t​ ​already​ ​have​ ​one.​ ​By​ ​implementing​ ​one​ ​system​ ​to​ ​bring together​ ​every​ ​part​ ​of​ ​your​ ​operations,​ ​you​ ​can​ ​simplify​ ​your​ ​business.​ ​Newer,​ ​cloud-based​ ​point​ ​of​ ​sale systems​ ​(as​ ​opposed​ ​to​ ​traditional,​ ​offline​ ​tills)​ ​can​ ​generally​ ​handle​ ​all​ ​those​ ​complex​ ​behind-the-scenes necessities,​ ​such​ ​as​ ​aggregating​ ​inventory​ ​in​ ​your​ ​store​ ​or​ ​across​ ​multiple​ ​locations​ ​to​ ​ensure​ ​you​ ​can​ ​see all​ ​your​ ​products​ ​and​ ​stock​ ​levels​ ​in​ ​real-time.

UK​ ​retailers​ ​including​ ​Number​ ​Six​,​ ​Watershed​,​ ​and​ ​By​ ​Walski​​ ​all​ ​use​ ​a​ ​cloud-based​ ​POS​ ​system,​ ​connected to​ ​their​ ​online​ ​store,​ ​as​ ​well​ ​as​ ​their​ ​other​ ​key​ ​business​ ​tools​ ​such​ ​as​ ​their​ ​accounting​ ​system,​ ​to​ ​more efficiently​ ​run​ ​their​ ​entire​ ​business​ ​across​ ​multiple​ ​outlets​ ​and​ ​channels.

Doing​ ​this​ ​also​ ​makes​ ​a​ ​big​ ​difference​ ​to​ ​those​ ​time-consuming​ ​tasks​ ​and​ ​errors,​ ​that​ ​can​ ​occur​ ​when everything​ ​is​ ​working​ ​independently.​ ​For​ ​example,​ ​with​ ​all​ ​your​ ​channels​ ​synced​ ​together​ ​you’re​ ​less​ ​likely to​ ​have​ ​double-sells,​ ​or​ ​to​ ​sell​ ​out​ ​of​ ​a​ ​popular​ ​item​ ​without​ ​the​ ​chance​ ​to​ ​re-order​ ​in​ ​time.

Do​ ​some​ ​research​ ​to​ ​figure​ ​out​ ​which​ ​centralized​ ​point​ ​of​ ​sale​ ​system​ ​or​ ​retail​ ​management​ ​system​ ​might work​ ​best​ ​for​ ​your​ ​business,​ ​and​ ​make​ ​the​ ​switch.​ ​It’s​ ​a​ ​relatively​ ​small​ ​investment​ ​that’ll​ ​quickly​ ​prove​ ​its worth.

3)​ ​PLAY​ ​TO​ ​THE​ ​STRENGTHS​ ​OF​ ​YOUR​ ​VARIOUS​ ​SALES​ ​CHANNELS. An​ ​effective​ ​omnichannel​ ​strategy​ ​also​ ​involves​ ​playing​ ​to​ ​the​ ​strengths​ ​of​ ​each​ ​sales​ ​channel​ ​and​ ​knowing both​ ​how​ ​shoppers​ ​use​ ​them​ ​and​ ​what​ ​they​ ​want​ ​from​ ​them.

The​ ​good​ ​news​ ​is​ ​that​ ​it’s​ ​pretty​ ​easy​ ​to​ ​do​ ​this​ ​effectively.​ ​The​ ​first​ ​step?​ ​Thinking​ ​critically​ ​about​ ​how​ ​you use​ ​these​ ​different​ ​channels.​ ​What​ ​do​ ​you​ ​want​ ​when​ ​you​ ​log​ ​in​ ​to​ ​Facebook,​ ​Instagram,​ ​Pinterest, Snapchat,​ ​or​ ​Twitter?​ ​Then​ ​think​ ​about​ ​your​ ​core​ ​customer,​ ​and​ ​how​ ​they​ ​would​ ​like​ ​to​ ​use​ ​these channels.​ ​Use​ ​those​ ​insights​ ​to​ ​develop​ ​a​ ​channel-specific​ ​content​ ​and​ ​omnichannel​ ​strategy.

Of​ ​all​ ​the​ ​potential​ ​social​ ​media​ ​sales​ ​channels,​ ​Facebook​ ​gives​ ​you​ ​the​ ​most​ ​space​ ​to​ ​share​ ​information.

But​ ​remember​ ​the​ ​golden​ ​rule:​ ​the​ ​shorter​ ​the​ ​better!​ ​Facebook​ ​also​ ​lets​ ​you​ ​more​ ​easily​ ​invite​ ​customers and​ ​followers​ ​to​ ​exclusive​ ​in-store​ ​events,​ ​or​ ​workshops,​ ​just​ ​like​ ​London​ ​kitchenware​ ​store​ ​Borough Kitchen​​ ​does,​ ​which​ ​can​ ​be​ ​a​ ​great​ ​way​ ​to​ ​attract​ ​shoppers.

Instagram,​ ​of​ ​course,​ ​is​ ​predominantly​ ​visual.​ ​This​ ​is​ ​where​ ​you​ ​curate​ ​a​ ​brand​ ​image​ ​and​ ​feature compelling​ ​photos​ ​of​ ​your​ ​products​ ​or​ ​services.​ ​If​ ​a​ ​picture​ ​showcases​ ​one​ ​of​ ​your​ ​products,​ ​always​ ​include a​ ​link​ ​to​ ​it​ ​on​ ​your​ ​website​ ​or​ ​information​ ​on​ ​how​ ​to​ ​purchase​ ​it.​ ​For​ ​some​ ​serious​ ​inspiration​ ​on​ ​creating​ ​a seamless​ ​brand​ ​feel​ ​on​ ​Instagram​ ​wander​ ​over​ ​to​ ​Watershed’s​ ​page​.

And​ ​Twitter?​ ​Due​ ​to​ ​its​ ​140-character​ ​limit,​ ​you’re​ ​fundamentally​ ​restricted​ ​in​ ​how​ ​much​ ​you​ ​can​ ​write.

Because​ ​of​ ​that,​ ​it’s​ ​necessary​ ​to​ ​be​ ​strategic.​ ​Twitter’s​ ​a​ ​great​ ​place​ ​to​ ​showcase​ ​your​ ​brand​ ​voice​ ​—​ ​light hearted,​ ​humorous,​ ​progressive,​ ​serious​ ​—​ ​while​ ​pushing​ ​to​ ​content,​ ​advertising​ ​a​ ​promotion,​ ​or​ ​simply trying​ ​to​ ​increase​ ​sales.​ ​Shoppers​ ​peruse​ ​brands’​ ​Twitter​ ​accounts​ ​knowing​ ​they’ll​ ​likely​ ​be​ ​sent​ ​to​ ​a website​ ​via​ ​links,​ ​so​ ​take​ ​advantage​ ​of​ ​that.​ ​Use​ ​your​ ​tweets​ ​to​ ​send​ ​shoppers​ ​exactly​ ​where​ ​you​ ​want them​ ​to​ ​go.​ ​Check​ ​out​ ​ASOS’s​ ​feed​​ ​for​ ​a​ ​crash​ ​course.

CLICK​ ​HERE​ ​FOR​ ​MORE​ ​HELP​ ​AND​ ​ADVICE​ ​ON​ ​OMNICHANNEL

CONTRIBUTOR:

Nikki​ ​Michaels

Modern​ ​Retail​ ​Editorial​ ​Board

Nikki​ ​is​ ​a​ ​Retail​ ​Expert​ ​at​ ​Vend​.

 Guide to Retail Technology 2018