Guest contribution • 07.02.2020

What you want is what you need!

Retail experience – What shoppers want and how to implement

E-commerce has significantly changed how people shop, and push retailers to rethink the role of their stores. With change being a constant and continually accelerating, there is truly only one way to learn what shoppers want and expect their shopping experience to be like and that is by asking them directly.

A man wearing a suit
Ralph Siegfried, Business Development Managers Retail, Axis Communications
Source: Axis

For the first time in world history we have six generations of shoppers simultaneously: The Silent generation, Baby Boomers, Generation X, Millennials, Generation Z, and Alpha Generation, with the two latter ones being true digital natives. In a recent retail research, specialists from Ipsos and GfK, in cooperation with Axis Communications, surveyed 2,500 consumer in fashion hotspots New York, France and Shanghai to understand more about their ideal shopping experience, both online and offline, and to help retailers design the stores of the future. Shopping online is extremely convenient. Customers can browse at their leisure and have goods delivered directly to their front door. By going into a store, the customer is sacrificing the convenience of shopping online.

No either/or

With just 10 percent of people only shopping online, 14 percent only in physical store, but 77 percent in both environments, the study shows that the consumer does not want either/or, but for the retailer to have both physical and online stores which complement each other, with a seamless experience across all online and offline touchpoints. Furthermore, consistency of prices is a basic requirement for consumers, as well as convenience. These are only some reasons why online shopping is so successful these days and retailers need to improve these points.

Technology matters

Technology plays a decisive role in solving almost every buyer's problem, especially the time factor in offline shopping. For example, 90 percent of consumers said reducing queues was a desirable improvement. Intelligent network camera technologies to optimize check-out lines by opening new registers when it is busy or shortening queues by being able to serve customers more efficiently are already available. Shop owners must invest with some courage and be well informed about various regulations, such as the current European data protection regulation. In addition to mobile payment methods, the intermedia shopping experience is a top priority for shoppers.

Another technology having a big impact on offline retail experience is the value of network audio systems. These are an all-in-one solution for a number of uses, making pre-recorded, live announcements or playing individual background music to maintain customer experience. Compared to analogue systems, network audio systems have a much lower total cost of ownership and more flexibility. Retailers no longer need to sustain and manage separate systems for announcements and background music, something that can be very expensive and time consuming. In addition, stores can choose the audience for announcements with smart zoning. Retailers can choose to use as many or as few speakers as they want, for both announcements and background music so they don’t end up playing the same music in the adult section as the children’s section or communicating a message to an entire crowd if it was only directed at one person.

What’s the reason?

Furthermore, the customer needs a reason to choose going into a store over shopping online. The main reason for visiting stationery shops in fact is the opportunity offered to not only see the product on site, but also to be able to touch it. The shoppers want to have beneficial combinations of the online and offline world which already form an ideal shopping experience - from digital signage to solutions for virtual fitting and clothing changes in the store.

Especially in Shanghai, shopping is considered as an important and appealing opportunity for social activities with friends. Only 16 percent of Shanghai consumers state that they prefer to shop alone, as opposed to 42 percent in New York City. This is in line with a trend that can be noted especially in shopping centers throughout Asia: "Retailtainment" aims to turn shopping centers into adventure environments. As a social meeting place, it unites all generations for dinner, night out, cultural events or sports. A meet-up spot beyond shopping, where retail and social life, leisure and living are merged into a single large complex.

Author: Ralph Siegfried, Business Development Managers Retail, Axis Communications

related articles:

popular articles:

Thumbnail-Photo: Mobile shoe closet on the road
27.09.2019   #sales promotion #fashion

Mobile shoe closet on the road

Luxury brand Tamara Mellon with first-ever traveling shoe store

Tamara Mellon, direct-to-consumer luxury brand, is taking their innovative retail concept on the road with the launch of the mobile TM Closet — the first-ever traveling shoe closet.Kicking off in Boston, the TM Closet will be located in ...

Thumbnail-Photo: Five retailers are opening stores for every retailer closing stores...
28.08.2019   #retail #brick and mortar retail

Five retailers are opening stores for every retailer closing stores

New report by IHL Group debunks the retail apocalypse narrative

More than five retail chains are opening stores for every retailer that is closing stores in 2019, according to new research from IHL Group. This is up from 3.7 in 2018. The company also reports that the number of chains adding stores in 2019 has ...

Thumbnail-Photo: Get your business ready for E-commerce!
30.09.2019   #e-commerce #customer satisfaction

Get your business ready for E-commerce!

E-commerce Berlin Expo 2020 starts on the 13th of February 2020

The E-commerce Berlin Expo 2019 gathered more than 55000 visitors, 150 exhibitors and 45+ speakers taking part in the annual fair. The numbers speak for themselves - EBE has become one of the most important e-commerce events in Europe. However, ...

Thumbnail-Photo: Sensory experiences increase in-store sales
29.11.2019   #digital signage #pos marketing

Sensory experiences increase in-store sales

New Research from Mood Media confirms that sensory marketing has a positive emotional, cognitive and behavioral impact on shoppers

Mood Media, the world’s leading in-store media solutions company dedicated to elevating the Customer Experience, today released a new quantitative behavioral marketing study, “Quantifying the Impact of Sensory Marketing,” which ...

Thumbnail-Photo: Over fifty retailers demand chancellor fix business taxation...
20.08.2019   #brick and mortar retail #financial accounting

Over fifty retailers demand chancellor fix business taxation

High Street chains and shops sign a letter over business rates

Over fifty major retailers have come together to demand the Government takes action to fix the broken business rates system. In a letter to the new Chancellor, Sajid Javid, retailers called on the Government to put business rates at heart of the ...

Thumbnail-Photo: POS TUNING supports Grips&Co
26.09.2019   #sales promotion #product presentation

POS TUNING supports "Grips&Co"

POS TUNING is committed to promoting young talent in the retail

Since the magazine "Rundschau für den Lebensmittelhandel" launched the Grips&Co competition, the annual cult event for junior staff, HR specialists and brand industry has been taking place for almost 40 years. Two days of ...

Thumbnail-Photo: Video: How loadbee works
24.09.2019   #online trading #online marketing

Video: How loadbee works

Platform for distributing product information

It is important for retailers to have the right sales-promoting content for each customer. That exact content traders will receive with the industry-wide loadbee platform for retailers and manufacturers from B2C and B2B from their suppliers directly ...

Thumbnail-Photo: Retail problems: We’ve got the premises but where are the customers?...
04.11.2019   #customer satisfaction #pos marketing

Retail problems: We’ve got the premises but where are the customers?

The Trendforum Retail 2019 highlighted multi-use retail developments

At the Trendforum Retail on October 9 &10, 2019, in Schwalbach near Frankfurt am Main, speakers and visitors examined how brick and mortar retailers can attract, keep and excite customers.Interested event participants were given a tour by Marcus ...

Thumbnail-Photo: Social networking for neighbors
17.10.2019   #brick and mortar retail #online marketing

Social networking for neighbors

Nebenan.de is a social media platform where both neighbors and local businesses can network

"Mrs. Müller, may I borrow some flour from you?" The online platform nebenan.de has accommodated requests like this one and others among neighbors for some time now. Neighbors can also post in the “for free” section or ...

Thumbnail-Photo: “What do you have that nobody else has?”...
16.09.2019   #data management #digital marketing

“What do you have that nobody else has?”

Exhibitor statements from the halls of DMEXCO 2019 on marketing trends and technology

We from iXtenso were visiting DMEXCO 2019 and looked around for the latest opportunities and technologies for marketers. We asked some companies what makes their solution unique – here are some answers. ...

Supplier

Mood Media GmbH
Mood Media GmbH
Wandalenweg 30
20097 Hamburg
VKF Renzel GmbH
VKF Renzel GmbH
Im Geer 15
46419 Isselburg
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln