Mobile technology is developing so rapidly that it is becoming a prime tool for speeding service and increasing customer loyalty. SMS opt-ins, QR codes, mobile storefronts and other mobile applications have raised shopper expectations, which are now addressed in-store with two new scanning solutions from Motorola.
The compact DS457 fixed mount imager and MK3000 micro kiosk from Motorola bring the speed of mobile engagement to brick-and-mortar retail locations. They allow a merchant to better serve mobile-empowered shoppers, satisfy their increased expectations and strengthen loyalty by providing fast, customized, in-store mobile interactions.
Motorola DS457 fixed mount image provides the ability to:
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- Conduct high-volume scanning of a variety of barcodes including 1D, 2D, traditional, mobile and high-density as well as direct part marks;
- Read driver’s licenses at the point of sale then auto-populate credit and loyalty card applications, as well as verify age; and
- Increase check-out counter space and organization with the device’s compact “zero footprint.”
“Barcodes are going mobile, just like everything else in the world,” John Britts, Senior Director of Project Management for Motorola, Inc., told Retail TouchPoints. “People are on the run 24×7; their cell phones are their lifeline to how they shop, communicate, interact with business opportunities and communicate with retailers.”
By adapting to emerging technologies and shopping preferences, retailers can increase purchase rates and foot traffic, Britts noted. “Merchants of all kinds are using mobile to reach, entice and intrigue shoppers to acquire as much of their wallet spend as possible.”
Self-Serve Kiosks Bring Online Engagement In-Store
Today’s multi-tasking shoppers armed with mobile resources can search products and make purchases quickly across channels. Retailers can enhance the in-store environment with self-service tools that allow these consumers to seamlessly make purchases.
The Motorola MK3000 kiosk provides shoppers in brick-and-mortar stores with self-service features that include item look-up, item location, marketing promotions and the ability to view specials and promotions via digital signage.
The new technology amps up loyalty initiatives by sending customized deals and coupons to shoppers once they interact with a micro-kiosk, with or without a cellphone, according to Britts.
“Now a consumer can walk directly up to a device and scan a barcode, such as one pushed to their cellphones, for an instant 10% off their shopping trip, for example,” he said. “The store at that point can target its messaging directly to consumers once they scan a coupon or offer.”
Shoppers are more in control when they use the kiosk’s Total Enterprise Access and Mobility (TEAM) Express feature, which allows browsers to send voice messaging directly through the store network to request assistance from store associates in a specific department. “It’s important that retailers measure the time it takes for store associates to react to consumer calls to ensure shoppers aren’t isolated and eventually walk away,” Britts noted.
The new feature allows associates to be “on call” to help increase store productivity, according to Britts. “Retailers are using these tools to complement the store associate so they can be productive doing multiple things simultaneously like stocking the shelves and doing inventory,” he said. “That way, they don’t have to be roaming, looking for the next person they’re going to help.”
The technology also features a variety of employee-facing applications developed to streamline workforce management and back-end processes. These include how-to tutorials, employee announcements and a time clock, seamless communication among store workers and travel check in/out. Britts also noted that some retailers have connected RFID readers and other tools to maximize in-store procedures.
Retailers can further enhance their multichannel strategies via the Motorola kiosk by tapping into new shipping trends including “buy online, pick up in-store.” If customers cannot find an item in-store, they can use the MK3000 kiosk to check inventory in other store locations or place an order while still in the store.
