A nightmare -- a dream of sorts -- comes to mind for most retailers when confronted with a buying public empowered with loads of real-time competitive information. Price comparing in the aisles is rampant. Too much information in a buyer's hand is not always a good thing from a seller's standpoint.
In truth, well-informed buyers make predictable choices. As we look to 2014, we should know that buyers are changing in real-time. What questions can you ask your leaders about changes in buyer tactics? How can we draw from our past successes and grow with the new market challenges?
The front counter has moved
As mobile adoption grows, the interface that makes people most comfortable is changing. No longer are we tied to the traditional three-point interface: monitor, keyboard, and mouse. As more wearable technology hits the steep part of the adoption curve, a shift in initial client interaction is taking place. We are encountering clients and prospects wirelessly and dynamically, based on their location and store proximity. In essence, the front counter of your business has shifted into concentric rings, with your brick-and-mortar location at the center.
The presentation of your store/brand digital presence is the new front counter for clients armed with layover technology. Google Glass is the most advanced and widely known example of this emerging technology, but actual Glass users represent only a small percentage of your potential client pool. The technology itself (the ability to see a store digitally) will be ported to cellphones and tablets in 2014.
Be competitive
Your business exists because you believe you bring value to the market. Your products and services represent more than your best effort. Excellence is your goal. Repeat business is the lowest-cost source of revenue. Representing your market-facing wins behind your new digital front counter is the key to retaining your relationship with possibly distracted clients/users.
If your goal is to engage every client who graces your door, a click-to-chat capability during store hours would mirror your in-store experience digitally. Competing for new and repeat clients is nothing new. A more connected client is an opportunity to engage in a different way. A good use of tools and information allows for personalized updates. Informing a return client of a sale or offering product shipment information is a real value add, engaging the client at their point of need.
Embrace change (WiFi and access)
Digitally enabled buyers need access. Offering WiFi at your location is crucial. Free WiFi within your store increases foot traffic and in-store time. Registering your location as a WiFi hot zone is also an option. Sites such as WeFi use a mapping interface to guide searchers to available wireless web access.
Using a walled garden tactic (as opposed to unfettered Internet access) allows retailers to retain brand presence and ensure eyeball time with prospects taking advantage of the store's Internet resources. Challenging the user with user terms, filtering (no adult content), bandwidth monitoring, and time limits helps you control the environment.
Fools rush in
It's better to be tardy than foolish. The digital representation of your business should closely mirror your brick-and-mortar model. Any retailer that has survived the last five years is solid.
Reaching out to clients and prospects with a new set of tools can be challenging. Observe and emulate your company's strengths. The true change lies in adopting a CRM approach to retail business. Social networking, user-generated content (reviews), and customer bonus/retention cards -- all these tools provide a stream of information about your clients and how to meet and predict their needs.
In truth, well-informed buyers make predictable choices. As we look to 2014, we should know that buyers are changing in real-time. What questions can you ask your leaders about changes in buyer tactics? How can we draw from our past successes and grow with the new market challenges?
The front counter has moved
As mobile adoption grows, the interface that makes people most comfortable is changing. No longer are we tied to the traditional three-point interface: monitor, keyboard, and mouse. As more wearable technology hits the steep part of the adoption curve, a shift in initial client interaction is taking place. We are encountering clients and prospects wirelessly and dynamically, based on their location and store proximity. In essence, the front counter of your business has shifted into concentric rings, with your brick-and-mortar location at the center.
The presentation of your store/brand digital presence is the new front counter for clients armed with layover technology. Google Glass is the most advanced and widely known example of this emerging technology, but actual Glass users represent only a small percentage of your potential client pool. The technology itself (the ability to see a store digitally) will be ported to cellphones and tablets in 2014.
Be competitive
Your business exists because you believe you bring value to the market. Your products and services represent more than your best effort. Excellence is your goal. Repeat business is the lowest-cost source of revenue. Representing your market-facing wins behind your new digital front counter is the key to retaining your relationship with possibly distracted clients/users.
If your goal is to engage every client who graces your door, a click-to-chat capability during store hours would mirror your in-store experience digitally. Competing for new and repeat clients is nothing new. A more connected client is an opportunity to engage in a different way. A good use of tools and information allows for personalized updates. Informing a return client of a sale or offering product shipment information is a real value add, engaging the client at their point of need.
Embrace change (WiFi and access)
Digitally enabled buyers need access. Offering WiFi at your location is crucial. Free WiFi within your store increases foot traffic and in-store time. Registering your location as a WiFi hot zone is also an option. Sites such as WeFi use a mapping interface to guide searchers to available wireless web access.
Using a walled garden tactic (as opposed to unfettered Internet access) allows retailers to retain brand presence and ensure eyeball time with prospects taking advantage of the store's Internet resources. Challenging the user with user terms, filtering (no adult content), bandwidth monitoring, and time limits helps you control the environment.
Fools rush in
It's better to be tardy than foolish. The digital representation of your business should closely mirror your brick-and-mortar model. Any retailer that has survived the last five years is solid.
Reaching out to clients and prospects with a new set of tools can be challenging. Observe and emulate your company's strengths. The true change lies in adopting a CRM approach to retail business. Social networking, user-generated content (reviews), and customer bonus/retention cards -- all these tools provide a stream of information about your clients and how to meet and predict their needs.
Originally posted on 1-6-2014 at:
http://www.solutionprovidersforretail.com/author.asp?section_id=3488&doc_id=270807&
No comments:
Post a Comment