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Shopper Experience

Shopper Engagement delves into the latest trends and strategies retailers are using to cultivate long-term relationships with shoppers. Social media, mobile technology, in-store tablets and more are covered in this section. Subscribe to the feed and stay in touch with the latest retail happenings.

Study: Amazon And Walmart Top Retail Loyalty List

A new customer loyalty study defines consumers as three types: Loyalists, Roamers and Neutrals. Loyalists (35%) find a go-to retailer for their needs and stick with them; Roamers (35%) always tend to shop around prior to making a purchase; and Neutrals (30%) have some go-to retailers for particular purchases but also shop around, according to the 2018 consumer survey conducted by customer.com, a division of Customer Communications Group. To maximize customer loyalty, retailers need first to understand what elements of their current shopper experience appeals to each group. Beyond the convenience that is valued by all shopper types, Loyalists are more motivated by “Passion Factors” such as trust, fair treatment and a caring staff. In contrast, Roamers can be convinced to consolidate their purchases with a single retailer by stressing more practical elements, such as ease of purchase and returns, customer service and incentive offers. Additionally, all retailers should involve the entire enterprise in their customer loyalty efforts.

Venmo Debit Card Expands App’s Reach To Brick-And-Mortar Retail

  • Published in News Briefs
Peer-to-peer payment service Venmo has launched a Mastercard debit card, allowing users to pay for items in retail stores without having to transfer funds to their bank accounts. The card rollout follows Venmo’s October 2017 move to allow app payments at more than two million online retailers, according to Reuters. Venmo,…
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Exclusive Q&A: Brian Solis Reveals Five Keys To Real Retail Innovation

As a digital analyst, anthropologist and futurist, Brian Solis strives to get to the heart of not just how the art of doing business has changed, but more importantly, why. In his latest report, titled: Leading Trends In Retail Innovation: Insights from Some of the Most Progressive Retailers Changing The Game, Solis, a Principal Analyst at Altimeter, a Prophet Company, investigates how the “Retail Armageddon” and other headline-dominating trends are changing the industry as we know it. The report was “shaped based on my experience in innovation and transformation,” Solis explained. “When I’m interviewing people responsible for retail innovation, I’m often surprised, even disappointed, in how very little innovation is taking place. There is no sense of urgency around the topic. So, I put myself in the shoes of someone in this role. If I’m tasked with finding ways to better compete in the digital economy, who would I want to talk to? Who would inspire me to think differently?”

Peet’s Coffee Takes The Guesswork Out Of Promotions With New Loyalty Solution

Peet’s Coffee was looking to expand its Peetnik Rewards loyalty program to all 240 stores following a beta test period, but needed a more reliable platform. By partnering with Paytronix, the chain got a more stable platform, along with a bonus: detailed data about program members’ activity, which has translated into valuable marketing insights and measurable benefits. The chain moved its loyalty and stored value program to a SaaS platform from Paytronix. Within six months after a July 2017 chainwide rollout, Peet’s had achieved:

Las Vegas Shopping Complex Debuts Chatbot With Personality

Visitors to the Miracle Mile Shops at Planet Hollywood Resort & Casino in Las Vegas now can interact with an AI-powered shopping guide through Facebook Messenger whenever they need better information to enhance their shopper journey. The chatbot, “Jules,” showcases a witty and sassy personality designed to reflect the mall’s audience of chic and lively shoppers. Jules is available 24/7 to address a variety of guest inquiries that pertain to the center’s stores, restaurants and shows, and can provide specific answers based on where users are in the 475,000-square-foot mall.

4 Retail Execs Share Data Strategy Tactics: Salesforce Connections Recap

In photo: Bret Taylor, President and Chief Product Officer, Salesforce   During the recent Salesforce Connections event in Chicago, industry experts shared top takeaways and strategies around unlocking customer data to optimize the entire e-Commerce site experience. In this recap, uncover quick quotes and tips from retailers including Cooper’s Hawk Winery and Restaurants, Milk Makeup, Ticketmaster and Melissa & Doug, as well as several Salesforce executives: “80% of consumers are saying they’ll switch brands not based on products or necessarily even services, but based on experience. How will you use data to create experience for someone who’s traversing across all those different channels?” — Shelley Bransten, SVP of Retail and Consumer Goods Industry Solutions, Salesforce

Quick Quotes From Retail Execs At IRCE And CRMC

The educational programs at IRCE and CRMC, both held in Chicago the first week of June, provided insights that went far beyond just the shows’ overarching topics of e-Commerce and customer relationship management (CRM). Industry leaders from retail companies including Lovesac, Warby Parker, Oriental Trading, Shoe Carnival, Jack Grace and Hilton Hotels shared tips and tactics covering global commerce, personalization, the move from online to offline retailing, selecting the right solution provider partners, and ways to make returns a strategic part of the business. Following are quick quotes from some of the retail industry experts who spoke at the two events.

47% Of Gen Zers Use Smartphones While Shopping In Stores

Gen Z, the generation born between 1997 and 2015, has never known life before the World Wide Web. Yet across the globe, 98% make purchases in a physical store some or most of the time. Two-thirds of this cohort shop at brick-and-mortar retail (67%) most of the time, while 22% shop online most of the time. Mobile phones or smartphones are the most important device for three-quarters of the Gen Z population worldwide. While less than half (48%) have used a mobile app to shop, one-quarter have used mobile phones to pay for purchases. These are among the findings of What Do Gen Z Shoppers Really Want?, a report based on a survey of 15,600 individuals between the ages of 13 and 21 in 16 countries, conducted by the IBM Institute for Business Value in collaboration with the National Retail Federation (NRF). This is the third of three reports NRF and IBM have produced based on a year-long study of the Gen Z consumer.

Microsoft Enters Cashier-Less Tech Race: Will Checkout Lanes Become Relics?

The news that technology powerhouse Microsoft is working on cashier-less technology that could help retailers compete with Amazon Go signals a major advance in this area. Still, questions remain about exactly what kind of solution will best solve shoppers’ checkout pain points. While some consumers may welcome a cashier-free environment, others might want more cashiers on duty to provide assistance if needed. Tech-savvy retailers are still trying to figure out the optimal way forward. Kroger has made major investments in its Scan, Bag, Go technology, which allows shoppers to scan products either with a device provided by the store or with their smartphones. The retailer is in the process of expanding the program to 400 stores, and Kroger CIO Chris Hjelm identified the technology as one of his proudest achievements of the past few years.

Exclusive Q&A: Can Fitness Centers Become The New Mall Anchor Store?

As department stores exert less consumer drawing power, U.S. malls are seeking new types of anchors to build foot traffic. Many malls have been trying to add tenants that, by their nature, require consumers to be physically present, such as restaurants, theaters and fitness centers. One of the most successful gym chains is Crunch, with more than one million members visiting 250 locations across 24 states, Puerto Rico, Canada, Australia and Spain. In February, Crunch was named Best in Category in the fitness sector by Franchise Business Review’s annual list of the top franchises for 2018.

How To Optimize Both Ends Of The Customer Experience

“Who here is afraid of Amazon eating up their business?” the keynote speaker asked. Most of the merchants in the room raised their hands. You see, I was in the ballroom of the Hyatt Regency, La Jolla, attending MivaCon for the first time. Throughout the conference, Amazon’s dominance in the e-Commerce space was a persistent theme.

Exclusive Q&A: ‘Experience Is The Way Forward In Retail Stores’

You won’t find two more passionate advocates for experiential retail than Laura Davis-Taylor and Ed King, the co-founders of The HighStreet Collective. “Experience is the way forward in retail stores, and that’s no longer a theory — it’s absolutely mandatory,” said Davis-Taylor, the Collective’s Principal Consultant for Retail Experience Strategy. “My hope is that it doesn’t become a cliché term rather than an active strategy for retailers.” Davis-Taylor and King, who is Principal Consultant for Retail Customer Experience at HighStreet Collective, discussed just how crucial experience is to the future of stores in an interview with Retail TouchPoints. This was also a key theme of the Digital Experience Forum they co-hosted in conjunction with the Digital Signage Expo in March, and their presentation at the 2018 Retail Innovation Conference.

59% Of Shoppers Won’t Buy Items With ‘Arbitrary’ Prices

When shoppers perceive that an item’s price is unfair or arbitrary, a majority (59%) will refuse to buy the product. However, they will accept price increases or decreases that remain within a “fair” range, particularly if the changes are based on data science, according to a Forrester Consulting study that examined consumer attitudes toward pricing and promotions. An original survey in May 2017 queried 1,250 shoppers in the U.S., UK, France, Germany and Brazil and Forrester followed up with additional research in April 2018. Key findings included:
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