5 Tips for enhancing the in-store experience – Are you giving consumers a compelling reason to visit your store?

With the diverse nature of today’s consumer, a less fragmented approach to the overall retail experience is crucial. Technology has helped shape customer relationships and streamline their retail experience; whilst enabling retailers to create and nurture customer portfolios. Through monitoring these portfolios, retailers can identify trends in customer needs and tailor their business processes to suit the individual allowing customer relationships to be managed more effectively.

A significant rise in the popularity of smartphone and tablet apps means that Cloud EPoS retailers are devising new strategies to improve customer experiences, both in-store and online. Adopting a more streamlined omnichannel approach can attract new customers, whilst retaining and satisfying existing customers.

EPoS solutions are not just for large corporations – Cloud-based solutions are ideal for small and medium sized businesses, who can adapt quickly and more efficiently than larger companies who may be tied in to a larger more complicated system.

Interestingly, an article on The Retail Bulletin website (March 2017) highlights that in a study of over 3,000 UK consumers, 48% of respondents considered their retail experience to be average.

5 tips for enhancing the in-store experience:

1.  Improved payment options:

Offering customers easier and preferred ways to pay for goods online and in-store addresses the need for a more varied payment choice. As more retailers are accepting contactless payments via Apple Pay and Android Pay, the customer is given more control, enhancing the experience and encouraging loyalty.

The rise in popularity of payment via smartphone apps has paved the way for Colu, an ‘online digital wallet’ that acts as a local currency. The purpose of this local currency app is to encourage users to shop locally with independent businesses across their city, with the bonus of giving you extra discounts each time you top up.

 2. Digital Receipts:

Environmental issues and concerns has encouraged companies to start offering digital receipts sent to the customer via e-mail or uploaded to their online account via the use of loyalty cards.

In 2015 John Lewis introduced an online ‘Kitchen Draw’ available to customers signed up to the My John Lewis loyalty program. Saving receipts from in-store and online purchases on the customers online account makes their experience more efficient and hassle free when wanting to return or exchange items without the stress of losing a printed receipt.

 3. Click and collect:

Customer expectations of services offered by retailers are higher than ever. Click and Collect is an integral part of these expectations, with 43% of customers (and 52% of 21-35 year olds) agreeing that it means they now shop online. This multi-channel retail approach provides the customer with more choice over how they shop, whilst helping retailers retain market share.

Introducing Click and Collect can be easily and efficiently integrated into retail software. One platform, cloud based EPoS and Retail Management systems are leading the way in providing business of all sizes to seamlessly integrate Click and Collect to their offering and keeping up with customer service demands.

 4. Loyalty Programs:

Loyalty programs are a great way to encourage long term customer engagement with a brand and enables retailers to implement their customer relationship strategy more effectively. If executed correctly these programs will add value to the customer experience and expectations, which are increasing rapidly.

Seamless programs can be used across all sales channels and allows businesses of any size to personalise promotions for individual customers, encouraging interaction, purchase and retention leading to long term engaging relationships. Providing multi-channel rewards by mixing online and in-store promotions offers to customers offers them convenience to use their rewards however they like.

5. Create an experience:

Customers are increasingly looking for new experiences that physical retailers can provide. Creating in-store events are a great way to increase footfall and establish engagement.

Stores such as Beauty Bazaar, Harvey Nichols in Liverpool ONE have acknowledged the growing need for customer feel-good experiences and created a store that combines retail and leisure. In-store there is the traditional retail section dedicated to high end beauty brands, accompanied by open treatment services, with private beauty rooms on the top floor dedicated face and body treatments. Adding to the customer experience is the Champagne and Cocktail bar making the store a destination and meeting place.