By Michael Brewer, Aruba
As the recent blog, 3 Tips To Attract (And Retain!) Gen Z Shoppers, insightfully observed, quality shopping experiences are the new secret sauce. That’s why location-based analytics are the hottest trend for engaging customers and improving in-store sales.
This year, we’re seeing the following mobility analytics initiatives on retailers’ to-do lists. In addition, we’ve identified several past practices now considered taboo.
Planograms Begin Catering To Core Customers
Combining your Bluetooth Low Energy (BLE) beacons with business intelligence enables you to design layouts, product placement and promos to match the needs of your core customers. For example, as a grocer you discover your pumpkin pie “kit” should include toothpicks, because your most loyal shoppers grab a kit and then immediately hunt for the toothpicks needed to test readiness.
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Digital Signage Neutralizes Cherry-Picking
When a customer begins comparing television costs at another merchant, leverage your location-based beacons, analytics and digital signage to accelerate the frequency of price-matching reminders as the customer moves through your store. This replaces invasive, Orwellian push notifications with subtle nudges that generate the preferred “aha moments.”
Concierge Experiences Proliferate
Solve the classic dilemma of how to provide the right assistance at the right moment. For instance, a customer requiring more information about circular saws opens your app to locate the nearest associate. Taken a step further, tapping on the employees icon can notify the associate to track down the customer, enabling them to continue shopping. Even further, including basic associate details, such as name and photo, can enable shoppers to build relationships with the employees they work with the best.
Buzzkillers To Avoid
As shoppers rapidly gain digital sophistication, they expect retailers to keep pace with their new expectations. Here are key pitfalls retailers should avoid.
- Generic push notifications. Rest assured, app-centric shoppers consulted your sale ad before they left home, meaning they don’t want to be bombarded with weekly offers when they cross your threshold. However, if a shopper dwells in a certain area for an unusually long period, then offering merchandise-specific assistance is appropriate.
- Shelf inaccuracy. If your app helps navigate to an item, ensure that item resides at the destination — even if it’s out of stock — as nothing damages trust faster than being led astray. For seasonal merchandise, use more general wayfinding terms, such as “that item is in the tool aisle.”
- Expecting one white glove to fit all. Mismatched loyalty tie-ins are today’s show stoppers. For instance, if your restaurant’s goal is a neighborhood atmosphere, then only greet regulars with familiarity at their home location. “Hello, Mr. Smith, may I bring your usual beverage this evening?” sounds creepy if there’s no reason to know Mr. Smith or his preferences.
Similarly, if you personalize experiences regardless of geography, then use a corresponding approach: “Hello Mrs. Smith, I understand you typically visit us at the West Side store, how can I give you outstanding care at this location?”
Regardless of your specific situation, location-based analytics provide you with valuable tools to create more brand-enhancing experiences than ever before. So many options and innovations make 2017 an exciting time in retail.
Michael Brewer is a Product Marketing Manager, Vertical Solutions Marketing – Retail, at Aruba, with CWNA and Six Sigma certifications. Prior to joining Aruba, he held senior network engineering and related positions at AT&T Wi-Fi Services and Hilton Worldwide.
