Mobility can make the omnichannel experience a reality in-store

By Lee Jones, Director of Sales and Business Development, Ingenico Enterprise Retail

For most retailers, online retail exists alongside the in-store journey, creating an omnichannel experience that combines the digital and the physical. However, a new report by Ingenico has revealed that 88% of customers are more likely to make a purchase in-store if sales associates are knowledgeable. So, if sales staff have access to tools that increase their insight, expertise, and mobility on the shop floor, retailers can truly make the omnichannel experience work seamlessly for them and their customers. This will be more important than ever as we move into summer, with lockdown steadily lifting to allow shops to reopen.

The digital experience and the convenience of online shopping has ensured that consumers are now used to speed and ease when it comes to making purchases, and the COVID-19 pandemic has only affirmed the virtues of ecommerce. In fact, 78% of customers admit to abandoning checkouts due to long queues. However, customers are still drawn in by the in-store retail experience, they just like it combined with the speed and convenience of online retail.

The digital experience is evolving and so are consumer behaviours

Consumer behaviours have evolved over the years – from previewing goods and services ahead of a store visit, to real-time product comparisons via their mobile phones while walking the aisles, consumers’ habits have adapted to utilise the wealth of resources available to them alongside various shopping platforms.

As a result, sales advisors need to form a deeper relationship with the customer before the checkout, rather than at the checkout. So, equipping sales associates with in-store mobility solutions provides them with the ability to take payments, as well as enabling them to identify the consumer wherever they are in the sales journey and match their insight. It also provides a gateway to loyalty programmes and their benefits. To ensure they can provide all this for their sales associates and their customers, retailers need a smart, flexible, easy-to-use device that allows store associates to combine several payment services onto one system, with rich product and customer insight. This personal touch will make a big difference as customers start coming back into stores.

Training your staff

A lot has likely changed since your last staff training, so it’s important to take things slow and support your sales associates with what may be quite a few changes. As lockdown lifts, customers will likely be keen to get out and about to their favourite shops, but will be aware of social distancing stringencies still in place. Informing your staff on hygiene and how to enforce safety measures will be key in maintaining a secure space for customers. This combined with a mobile payments device on which staff can take payments and offer advice on the spot, will be key to help ease queueing pressures exacerbated by new shop capacity limits, ensuring a positive and minimal-risk customer experience.

But how can retailers know which device is right for their stores and their customers?

An omnichannel system which can access every touchpoint, accepts a range of payment methods to suit any preference, and is compatible on a range of devices is the key. With a solution that provides an option for every customer preference, every customer should be catered for, providing a retail experience that appeals to all.

Ingenico has long been a pioneer of in-store mobility solutions. Its forthcoming generation of devices will enable retailers of all sizes and scale to create a smoother shopping experience for consumers and boost the revenue-generating potential of sales associates. Furthermore, with over 20 years’ experience and a range of payment system offerings, Ingenico Enterprise Retail is perfectly placed to answer any questions you may have – retail, security, technical or otherwise – and help your business improve its in-store mobility with a bespoke payments system.

To find out more, visit www.ingenico.co.uk/omnichannel.

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