The reasons for this are said to be differed, ranging from read product reviews to comparing rates.
Alongside this, of course, is the simple fact that smartphone usage in general is on the rise, regardless of the retail context. This means that mobile offer a big opportunity for retail brands to meet shoppers on these devices, regardless of what they’re using them for.
With this in mind, here are a few examples of retailers embracing smartphone usage in-store, and integrating it into the physical store experience.
Personal shopping helper
While many retail brands facilitate smartphone usage in-store, others are using it to completely digitise the physical store suffer. The beginning of this year, German retail chain Bonprix opened a abstraction storage called’ Fashion Connect’, which aims to combine the best of both online and offline shopping.
Upon entering, clients are asked to check in on Bonprix’s app, which then provides as a personal shopping assistant throughout their time in-store. Customers can scan any items they want to try on, select the right size, and transmit items to the fitting room. The smartphone app also permits customers to tweak lighting, request sales succour, and eventually pay.
According to managing director, Markus Fuchshofen, “Bonprix has given the smartphone a center persona in this pilot storage precisely because it is so omnipresent these days.”
Of course, there is the danger that a alone app-driven experience could alienate clients that do not want to use their smartphone in this way. However, it’s unlikely that Bonprix’s pilot concept will be expanded( or made compulsory) in the entire chain just yet.
Elsewhere, we are starting to see labels integrate mobile in a most realistic( and permanent) lane. Nike is one prominent example; its’ House of Innovation’ store in New York City( as well as the Nike by Melrose store in LA and the forthcoming Nike Live stores in Long Beach, CA, and Shibuya, Tokyo) incorporates digital elements throughout, powered by the Nike app.
It includes various features that aim to speed up and simplify the shopping experience.’ Instant Checkout’ permits customers to scan and pay for any item( with a saved credit card ), without queuing or interacting with personnel. Additionally, the’ Shop the Look’ and’ Scan to Try’ aspects allow customers to request items or find the right size, again without engaging with Nike employees.
Image via Nike
For the label, the aim is not to completely digitise the physical store suffer, but to create a tech-driven experience that aligns with all types of shoppers. Someone who is short-on-time and comfy with mobile features is just one example. At the same time, aspects like’ Nike by You’- which allows shoppers to customise their own shoes- are aligned to relaxed customers who want a more entertainment-driven experience.
Other retail brands are also use mobile to help facilitate checkout. Starbucks’’ Order and Pay’ feature on its mobile app has been tremendously successful; 12% of Starbucks’ total sales likewise came in through its mobile ordering aspect at the end of 2018.
Starbucks has also worked hard to improve the system, stirring subtle but impactful varies, such as sending alerts to clients when their drink is ready( rather than just the barista shout out their epithet ). Order and Pay is now available to all customers- not only rewards program members. Essentially, Starbucks has established mobile center to its patron experience. Not simply does this create a more seamless jaunt for customers, but it also lets Starbucks to build loyalty as well as target app consumers with relevant advertising.
In-store navigation has been around for a while now, with labels like Lowes and Walgreens using augmented reality to help customers find what they’re looking for in-store. While moderately helpful in theory, this kind of technology can be clunky and difficult for customers to get to tractions with.
In the past year or so, however, we have seen retail labels up the ante on navigation. Earlier this year, US grocery chain Kroger revealed its new digital shelf engineering, which- as well as digitally displaying product prices, gives, and ads- can also help customers tick off items on their shopping lists. Relating with customer’s smartphones, it offers a guided shopping suffer; digital price tags light up with emoji-style icons to signify that an item is on the customer’s shopping list. Customers can also scan its consideration of this agenda item as they threw them in their basket, which alertings the app to guide them to the next and nearest piece on their list.
While Kroger’s two new storages are not cashierless like Amazon Go, its own initiative still aims to compete with the latter’s hi-tech experience. The guided shopping suffer is certainly a unique offering, and a further indication of where grocery retail is heading.
Learn how they’re helping customers find food inspiration: https :// t.co/ JrRM8 7GGHk
— Microsoft (@ Microsoft) October 17, 2019
Another interesting development could also be in terms of lifestyle and dietary choices. In 2018, Kroger’s chief information officer, Chris Hjelm, told Business Insider: “If you are standing in front of nutrition saloons and you are gluten-free, we would highlight for you, in your colouring of alternative, which of the gluten-free bars are good for you.”
It’s unclear how sophisticated this feature currently is, but if further developed, it could save customers( with specific dietary requirements) even more time, and prevent them from having to read through extensive rosters of piece ingredients.
Sharing and discovery
The majority of retail brands use their own apps to encourage smartphone usage in-store. However, others likewise recognise the benefits of third-party social media apps, in turn creating in-store experiences that are consistent with high concentrations of customer usage.
As Adweek proposes , “these days, if customers can’t Instagram a store, it’s almost not even worth going.” So, instead of using social to merely drive patrons in-store, some retailers are using brick-and-mortar sites to encourage social sharing- and ultimately increase word of mouth marketing. There have been some crude instances, such as Missguided’s first physical store, which showings signs fostering shoppers to follow the brand on Snapchat.
In more recent years, nonetheless, physical retail has evolved to become much more sophisticated, applying creative design to create highly impactful( and shareable) rooms. Glossier is one of the most well-known instances. Its most recent opening- a long-awaited London store- has been described as “a Willy Wonka experience for make-up hypebeasts”.
View this post on Instagram
With highly immersive and stylistic parts, it has been designed so that customers will want to visit- purely for the purpose of posting about it on social media. Glossier is surely hoping that customers buy something, too, but it’s doubtful that it is the brand’s main motivation, especially when its online sales are so high.
In an era of experience retail, Glossier demonstrates why brands are embracing the fact that customers are glued to their smartphones.
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