When online shopping hit the fashion sector, we witnessed visits to physical stores decrease. But, recent statistics show that weekly bricks-and-mortar shoppers were up to 40% in 2015 and are expected to increase further to 44% in 2018. It’s likely that this is down to more people using shopping as a social activity and then placing their orders online. But, what does this mean for retailers?
Brands who have a physical store, now have the chance to reduce their stock levels and use the space to create a more interactive experience — paving the way for more in-store technology. Together with QUIZ, retailer of party dresses and owner of seven digital-led stores across the UK, we take a look at the importance of having in-store tech:
Which in-store technology should retailers invest in?
When it comes to technology, a big shake up for retailers was the introduction of e-commerce. And, now, most brands are on-board with this. But, recent research still indicates that people value brick-and-mortar stores — in fact, 81% of UK customers said that the physical stores were vital to the shopping experience. So, when it comes to improving the high-street and implementing in-store technology, what should retailers be getting involved with?
Consumer psychology studies have discovered that kiosks powered by artificial intelligence (AI) are popular with customers. However, not all retailers are getting on board — 66% of those surveyed in one study said that they were yet to encounter artificial intelligence in-store. Do retailers realise the huge potential of this type of technology? In fact, 60% of consumers are attracted to the idea of using them to find products that they weren’t aware of before. As an example, in QUIZ’s digital stores, an in-store kiosk enables visitors to browse the full collection (even if some products aren’t available in-store) and order them to their homes or local store.
Businesses should take advantage of in-store technology to improve their customer service too. One way to do this is by providing employees with handheld iPads or other smart tablets. This allows staff to find the answer to a query, check a product’s availability and place orders for the customer without having to use a fixed computer. This can improve the customer’s experience and help build a stronger brand-to-customer relationship.
Brands must keep up to date with the latest in technology and how they can use it to their advantage. One of the most up to date developments in augmented reality. This can help the customer with their purchase decision and help them visualise themselves with the product. Although this can be made available through an app, there are also ways to introduce it in-store. In a fashion store for example, a smart mirror can allow customers to dress themselves in different outfits without actually trying them on. Similarly, in a furniture store, visitors can upload a photo of their home and try out pieces of furniture to see if it would suit their rooms.
Improving brand loyalty
Technology is certainly useful for those who are already in-store, but it can drive customers to visit too.
Through implementing technology, brands can make themselves more attractive to customers. Some retailers are recognising this too as one report suggested that 53% of retailers view investments in new automations and appliances in-store as vital to keep up with their competitor activity.
Customer experience and brand perception can also be improved. One study revealed that 46% of those surveyed said that a positive experience due to well-functioning technology increases their brand confidence.
Always keep technology maintained
Unfortunately, technology can fail at times, and doesn’t always work how we would like it too. This can be frustrating and add time onto a customer’s visit which may result in a negative experience.
When RetailWeek carried out their survey, they discovered that two thirds of those surveyed had experienced problems and breakdowns in-store with the technology. Unfortunately, this then affects sales — one third of customers said that they were unable to complete their transactions because of the technology difficulties.
These sorts of negative experiences can have consequences. They can deter customers from revisiting the store and can make them leave the store with a negative opinion of the brand. Retailers must keep software and technologies updates and well-maintained to avoid issues like this.
Try not to implement any technology that’s difficult to use. This can deter customers from getting involved with it. This could make people feel excluded too — in-store tech should be simple to use, and visitors should be accompanied when using it if it’s more complex.
It’s becoming clearer that in-store technology is becoming more important. Although customers are happy to shop online, they also enjoy shopping as a leisure activity and appreciate an interactive experience when doing so.