Top News • 01.02.2018

’Shoppertainment’ is the key to increasing sales in-store

By Mark Thomson, Director of Retail Solutions, Zebra Technologies

In-store retail technology is evolving with great speed, and a growing trend for 2018 is ‘Shoppertainment’, a millennial-led trend where a trip to a shopping centre is as much as seeking an experience as coming home with a product. As more retailers work to improve their appeal to this crowd, footfall is rising, though not in a way which impactfully increases sales in stores.

Photo: Infographics about customer behaviour; copyright: Zebra Technologies...
Source: Zebra Technologies

This forecast poses a challenge for brick and mortar retailers, especially when investing to provide entertainment may provide no return, but there are solutions available to reverse this trend. Zebra Technologies’ 2018 Global Shopper Study – the company’s 10th annual survey analysing shopper satisfaction and retail technology trends, reveals these methods and argues why they should be embraced more widely. The study reveals that merchants have come a long way over the past decade to enhance the in-store shopping experience, while shopper expectations continue to rise at an exponential rate, varying greatly between the generations.

The younger generation is leading the ‘shoppertainment’ trend, with more than half (55 percent) of millennials admitting they window-shop five or more times a month. Nearly half (46 percent) of consumers surveyed claim they window-shop in-store, but go online to buy their goods, with 60 percent citing the discounts available online as one of the main reasons for shopping this way.

The retail experience no longer happens only in stores or even online, it is happening everywhere

Shoppers are faced with more buying choices than ever and will only respond to a seamless experience across every interaction point with a brand. This includes everything from the accuracy of inventory on the retailer’s website to the level of service at their brick and mortar store to the delivery experience and, of course, their satisfaction with the final product.

Therefore, by replicating the convenience and price benefits of online shopping in store, savvy retailers are better equipped to compete against online market places and e-retailers than one might assume. Nearly a third (32 percent) of shoppers admit that helpful retail assistants encourage them to spend more, while over half (52 percent) believe they have a better shopping experience when retail assistants use technology.

Advancing technology has played a role in the rapid rise in customer expectations ...

... but it also presents to the solution to meeting them. Sales associates armed with the right technology tools are better equipped to serve customers and increase a retailers’ profitability. With increased visibility, real-time information and actionable insights technology enables, such as when and where a product is available or tailored offers for loyal customers, stores can bring the online experience into real life. Price and personalized experiences are key, with over two thirds (68 percent) of consumers saying they would like retail assistants to use devices to offer them discounts in-store.

Photo: Infographics about regional differences in shopper behaviour; copyright:...
Source: Zebra Technologies

The push to streamline and digitize the in-store experience has turned up the heat on retail businesses in an already competitive environment. Brick and mortar stores are quickly expanding their e-commerce capabilities while online-only retailers now venture into making brick and mortar footprints. Retailers must constantly innovate across the front of store, back of store and distribution center not only to enhance the customer experience but also to increase efficiency. For example, introducing services like click and collect add additional processes for the retailer, each of which needs to be optimized to ensure profitability. Zebra’s guide to profitable click and collect provides a practical guide for how technology can help do this.

The message is clear:

Simple steps such as equipping retail staff with more powerful connected devices such as tablets or mobile computers, as well as giving them the autonomy to improve customer experience through information or discounts, will help traditional retailers compete in a growing omnichannel environment. Shoppertainment shows that in-store experience remains a key component in the shopper journey, and retailers need to capitalise on rising in-store traffic by building a more personalised and engaging shopping experience for consumers.

Heightened customer expectations continue to drive retail transformation and fuel technology investment. The shoppertainment trend is driving retailers to invest in their physical stores; however, it’s important to understand that increased footfall will not necessarily increase sales. Retailers need to focus investment on the right personalized experience and service to customers upon entering the store, and this includes the inclusion of the latest technology.

Survey background / methodology

Zebra’s 10th annual shopper study included nearly 7,500 shoppers from North America, Latin America, Asia-Pacific, Europe and the Middle East who were interviewed in September 2017 by online research partner Qualtrics. 2,468 of these shoppers were from EMEA.

For more information, visit Zebra's retail solutions.

Source: Zebra Technologies

related articles:

popular articles:

Thumbnail-Photo: Computer-generated imagery: better and faster product photography for...
12.04.2019   #online trading #digital marketing

Computer-generated imagery: better and faster product photography for online stores

David Wischniewski on the possibilities of product visualization

Product photography is essential to the success of any online store. Unable to provide haptic feedback, retailers are tasked with inspiring their customers to buy. This can be an expensive endeavor in the long run. Digitally created renderings of ...

Thumbnail-Photo: 2nd World Retail Forum, Amsterdam
07.03.2019   #event #artificial intelligence

2nd World Retail Forum, Amsterdam

The latest developments in the industry

World Retail Forum is a platform for retail professionals from across the globe to come together, share experiences and learn from top industry leaders and retail gurus. ...

Thumbnail-Photo: The customer is always right? Two customers might spell trouble!...
09.05.2019   #consulting #brick and mortar retail

The customer is always right? Two customers might spell trouble!

How salespeople can handle customers who bring company along

Customers rarely shop alone. Most of them shop with family or friends. The other person might not always be in a good mood, patient or friendly. Can the salesperson simply ignore the other person in these instances? How should he or she handle this ...

Thumbnail-Photo: Holistic POS solutions in visual communication...
12.02.2019   #digital signage #Trade fair special EuroCIS 2019

Holistic POS solutions in visual communication

Product presentation and brand presence through signage

The effective placement of products at the POS is becoming increasingly difficult today due to the broad diversity of brands and the struggle for presentation area that goes along with it. Striking POS solutions are thus all the more important. ...

Thumbnail-Photo: What retailers and brand experts need
08.02.2019   #event #brand management

What retailers and brand experts need

Retail & Brand Experience World Congress

Retail & Brand Experience World Congress (RBEWC) is the industry’s first-ever, all-encompassing event focusing on how retailers and brands can leverage experiential retail to enhance the shopping experience and reach a larger pool of ...

Thumbnail-Photo: Students create packaging of the future
07.03.2019   #sustainability #design

Students create packaging of the future

Annual design competition PIDA

What will a sustainable and exciting packaging concept look like in 2030? Most likely we will see many and innovative answers to that question at PIDA (Packaging Impact Design Award), the international design competition arranged and hosted by ...

Thumbnail-Photo: Digital Marketing Forum
22.02.2019   #software developement #event

Digital Marketing Forum

Comprehensive, neutral, scientifically accompanied, critical

At the Digital Marketing Forum (DMF) on 06. and 07.03.2019 at the Stuttgart Media University, 18 proven experts from science and practice will explain the current status of methods, techniques and tools in digital marketing.With its program the DMF ...

Thumbnail-Photo: Designer Outlet Croatia as hybrid retail destination...
04.04.2019   #customer counting #shoppingcenter

Designer Outlet Croatia as hybrid retail destination

Building footfall and counting shopper traffic

Designer Outlet Croatia, majority-owned by Ingka Centres has enhanced shopper traffic performance by adding an aspirational, 'hybrid' retail destination to the existing IKEA Store in Zagreb supported by the implementation of a traffic ...

Thumbnail-Photo: The Guinness Storehouse in Dublin – a powerful customer magnet...
14.03.2019   #customer satisfaction #customer relationship management

The Guinness Storehouse in Dublin – a powerful customer magnet

Brand advertising with taps, creamy whitecaps, and hashtags

Just in time for Saint Patrick's Day, we turn our attention to arguably the favorite drink of the Irish: the iconic Guinness beer. Or, more precisely, the home of the stout: the Guinness Storehouse opened its doors in 2000 right in the heart of ...

Thumbnail-Photo: Footwear market expected to grow rapidly
15.03.2019   #trend research #brand management

Footwear market expected to grow rapidly

Application insights, latest trends, developments, and forecasts to 2021

Global Footwear Market is expected to grow at a significant CAGR in the upcoming years as the scope and its applications are rising enormously across the globe. Footwear is a garment worn on the feet to protect and comfort against adversities of the ...

Supplier

Westiform GmbH & Co. KG
Westiform GmbH & Co. KG
Kinzigtalstrasse 2
77799 Ortenberg