How can retailers increase convenience?

Price is no longer the only competitive advantage for retailers, nor the primary motivation behind who consumers choose to shop with.

Instead, modern shoppers are being driven by new currencies, and one of the most valuable of these is convenience.

Speed is key and, due to the modern lifestyles of connected customers, retailers must rethink the in-store environment to make shopping a quicker and more enjoyable experience.

“Mobile payment technology offers store staff increased control and influence over the customer journey, empowering them to cater for each shopper as an individual”

Box Technologies marketing director Raj Parmar says: “One area where innovation could deliver immediate returns for retailers is the queue.

“Our research shows that the average shopping trip includes 20.2 minutes of queuing and, worryingly, after nine minutes consumers are likely to walk away empty handed, with a quarter abandoning purchases after just five minutes.”

Mobile payment technology offers store staff increased control and influence over the customer journey, empowering them to cater for each shopper as an individual.

“Self service can similarly enhance customer convenience, but is under-utilised in retail,” says Parmar.

“Offering kiosks with self service and payment options brings the best of the online experience in-store, allowing customers to control their journey, while at the same time maintaining the opportunity to interact with staff should the customer need to.”

By using a hybrid of technology solutions in store, retailers will not only enhance their customers’ experiences through convenience, but also better support staff by providing them with the tools they need to assist customer queries.

“Upgrading the in-store environment is critical for retailers looking to cater for the increasing demands of consumers, making shopping and transacting as convenient as the online offering, while also adding value through human interaction and personalised service,” says Parmar.