Key areas to promote customer loyalty and increase sales in stores

For Alexandra Frith, customer engagement at Retail Pro International, There are three keys that will boost sales in the retail sector: The beacons, Endless corridors and artificial intelligence. In this article analyzes each of them and reflects how they have been implemented by some brands, such as Urban Outfitters or Adidas.

Although Internet sales are growing every day, Physical establishments are still as important as before. therefore, Retailers use technology to go beyond the limitations of the physical store in a number of ways, from using huge screens to taking advantage of 'lures' as attractive as Pokémon Go. However, What should they focus attention on in the coming months?? Three keys to keep in mind: Beacons (Beacons), endless corridors and Artificial Intelligence (AI).

Beacons (Beacons)

Information beacon systems provide critical visibility to understanding purchasing behavior. Integrating consumer data from all channels helps connect the dots between online store activity and sales surfaces.

An example we have in Urban Outfitters that implanted beacons enabled by Google in a specialized multi-brand store, Using data from multiple sources to customize beacon notifications. Incoming shoppers receive personalized offers based on retailer data and are guided to certain items in the store.

Endless corridors

Adidas introduced the concept of the 'endless aisle' after realizing it was losing sales given that shoppers didn't know everything it offered.. While customers could shop online, Many didn't because they wanted to try the items in person before buying them.. Adidas introduced a hybrid approach that allows consumers to enjoy a wall with the interactive in-store video catalog. An experience that has generated an increase in footwear sales of more than 40 %.

Consumers use the product information provided by the retailer to have a self-directed shopping experience. They can see images of the shoes from different angles, Discover its features, Select the number and color and check their availability to be sure they buy what they want.

Artificial intelligence (AI)

Cross-selling has been a successful tool in the retail sector for many years. Today, Cross-selling is evolving to new levels thanks to the introduction of stronger in-store technologies.

Retailers can now leverage the massive amount of data that has always existed in their business, Monetizing three priority metrics: Consumer buying behavior, associated products and similar purchases by other consumers. An AI system in a kiosk environment can serve as the store's concierge service, giving consumers the freedom to explore and shop in a way that is comfortable for them.

Physical stores remain a crucial element in the success of the retail sector. Pushing the boundaries of technology will play a key role, In the same way, focusing efforts on these three areas should bring profitability in the form of customer loyalty and, in the long run, in the form of sales.

Alexandra Frith

Customer engagement at Retail Pro International

 

 

 

 

 

 

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