RETAIL TECHNOLOGY THE RETAILER S GUIDE TO ENHANCING THE CUSTOMER EXPERIENCE

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1 RETAIL TECHNOLOGY CDW THE RETAILER S GUIDE TO ENHANCING THE CUSTOMER EXPERIENCE

2 DEAR RETAILER, The consumer buying journey continues to evolve, driven largely by new technology think mobile connectivity and social media engagement that puts your customers in the driver s seat and places new demands and expectations on you. To survive and prosper within this new reality, you must build an enhanced, technology-focused customer experience beyond traditional e-commerce solutions. To entice and retain today s savvy and sophisticated shoppers, you must fully understand the new consumer buying journey and invest in engaging with them every step of the way. What technology will you need? Will the mix include cloud, Big Data, cybersecurity or mobility solutions? To keep pace with shoppers expectations and competitors evolving marketing strategies, you will need an integrated and secure retail infrastructure that provides a 360-degree view of the complex and evolving customer journey. Today s connected customers need your products, but most of all they need to be informed, educated and reassured that they are in control. That is where you come in. In a complex and rapidly changing marketplace, customers need your advice, guidance and personalized recommendations, and they need it all delivered as part of a real-time, multichannel shopping experience. You already understand the trends reshaping the retail industry. We re here to help you decide what to do next. At CDW, we work continuously to address the complex, shifting challenges you face by offering customizable retail solutions featuring products from our leading technology partners. Together, let s take the next step. Sincerely, The CDW Retail Team

3 THE RETAIL RENAISSANCE Greater connectivity means the line between in-store and online purchases has blurred, and opportunities abound. It s no longer sufficient for retailers to offer great products and follow traditional marketing practices to attract buyers. To stay engaged at every step of today s multifaceted customer journey, retailers must adapt and construct an enhanced buying experience, powered by secure infrastructure. Here are five typical stages of a retail customer s buying journey: THE CUSTOMER JOURNEY V I E W LOYALTY Retain, enhance and strengthen your customer relationships and keep them coming back for more. DISCOVERY As customers begin to explore product and service information, improve their awareness of your brand. Security and Enablement Drive the journey with an infrastructure optimized for quick point-of-sale transactions, real-time product and supply chain information, and reliable Wi-Fi. EXPERIENCE Provide stellar customer service through every stage of the purchase process, from in-store displays to product delivery and post-purchase interactions. CONSIDERATION Help customers to evaluate your products and services across a variety of digital channels. TRANSACTION When a customer decides to purchase, deliver an easy and secure buying and billing experience, whether in-store or online.

4 DISCOVERY Build Relationships Today s digital buying process supplies a trail of data for retailers to follow, while finding and interacting with more customers along the way. Now, more than ever, customers can shop globally online to find the best deals. For retailers, that creates a huge opportunity. Shoppers digital behavior leaves behind a treasure trove of data, but simply collecting that data isn t enough. To fully benefit, retailers need to invest in smarter business intelligence (BI) and cloud-based technology. Business Intelligence and Analytics By providing insights into how customers interact with retailers, a strategic BI solution will help organizations gain competitive advantage by meeting customer needs quickly and accurately. With the right BI tools, retailers can also boost online visibility and generate personalized offers to customers using ever-growing volumes of data. Cloud Collaboration As you work to bring customers into your stores and online properties, cloud-based collaboration tools can help your employees communicate more effectively with one another. More than a cloud-based telephony platform, cloud collaboration is the framework on which you can build a truly customized unified communications (UC) solution. Unified Communication Every day, you need to share knowledge, ideas and information with colleagues, customers and partners. To do so effectively and quickly, you need communication tools such as messaging, both on-premises and cloud-based along with instant messaging (IM) and presence. 78% The percentage of shoppers who use mobile devices at least some of the time to research products 1 Social Collaboration and Content Sharing We live in a highly social and connected world. Customers research products and read reviews in numerous social media channels. Retailers should adopt the right collaboration tool to encourage innovation and build online communities to engage with their customers. In order to be successful in today s fast moving and highly competitive environment, retailers must offer unique products and services across all channels. The future belongs to those that build the best consumer-facing network. Gerald Storch, former Chairman and CEO, Toys R Us 1 Cognizant/Retail Info System News, 2014 Shopper Experience Study, August 2014 David Humphrey/Thinkstock

5 CONSIDERATION Show Off Your Products The battle for buyers is only half won when the customer enters your store. The latest in-store technology will help you close the sale. Once a customer enters your store, a variety of new information delivery technologies allow you to showcase the products and services that are most relevant to them. Digital signage, self-service kiosks and free in-store Wi-Fi all work together to help your customers discover and learn about new or unfamiliar products. Visual Solutions and Digital Signage In-store digital signage helps retailers better inform and communicate with customers. Digital screens running promotions and self-serve kiosks loaded with product information and customer-service links provide an immediate way to interact with customers and drive sales. 82% The percentage of companies currently using digital signage who report being very satisfied with the technology 2 In-Store Wireless Offering free Wi-Fi access to an optimized wireless network will enhance the shopping experience in store for customers. Using their smartphones or tablets, shoppers can view product demonstrations, testimonial videos and product reviews to help them make the right purchasing decision. Robust and secure Wi-Fi also provides employees with untethered access to voice, video, data and applications regardless of their location. Whether it s a product in another store location or from our online inventory, our goal is to provide customers with omnichannel access to the best merchandise in the world. Wanda Gierhart, Chief Marketing Officer, Neiman Marcus Group 2 IDC, Survey Analysis Shows Notable Transition to Digital in the Signage Market Within Two Years, May 2015 Eternity in an Instant/Getty Images

6 TRANSACTION Protect Customer Data Opportunities abound at the point of sale, and retailers that ensure a smooth and secure transaction will build consumer trust. Customers are increasingly choosy when it comes to how they pay for things. There s a growing reluctance to wait in long checkout lines, fumble with cash and potentially expose credit or debit card data to strangers. Today s shoppers want to pay for their products quickly and securely, then move on to whatever is next. Retailers must accommodate consumer demand for an easy and secure transaction experience or risk falling behind the competition. Point-of-Sale Systems A point-of-sale system allows a high level of control over retail operations, increasing efficiency and boosting profits. POS systems are useful for processing exchanges and producing sales reports, as well as collecting valuable customer information. 5% The percentage of NFC-equipped phones that will be used at least once a month by the end of 2015 to make contactless in-store payments at retail outlets 3 Mobile POS As more shoppers bring smartphones and tablets equipped with near-field communication (NFC) to retail sites, they expect to be able to complete sales transactions immediately and conveniently on their devices without visiting a traditional POS station. POS Security With a growing number of hacker attacks occurring at the POS level, retailers must closely examine their own systems to identify vulnerabilities. Each POS terminal and customer mobile device connected to your network creates critical security risks. To ensure our guests have the best customer experience, I want our customers to have as many payment-type choices as possible. Vince Burchianti, Chief Financial Officer, Firehouse Subs 3 Deloitte, Technology, Media & Telecommunications Predictions, 2015 cogal/getty Images

7 EXPERIENCE Boost the Brand Every customer who steps into your store is a potential ambassador, capable of building up or breaking down your brand. In the digital age, word-of-mouth recommendations travel fast and furiously. All customer interactions play a major role in creating brand advocates people who recommend your business to others but also in minimizing returns, exchanges, negative online reviews or other symptoms of buyer s remorse. By providing smooth and secure post-purchase support, retailers will build a long-term base of satisfied customers. Digital Ordering A growing number of customers seek the convenience of online ordering for in-store pick up or fast home delivery. Self-service kiosks inside stores help customers find their way around the retail floor and locate specific products. Kiosks can also help customers narrow products by the attributes that matter most to them. 64% The percentage of consumers who would prefer to use texting to voice as a customer service channel 4 Post-Purchase Communication A wide array of social media channels and technology now augment and website interactions. Retailers of all stripes embrace social media as a means to introduce new products and services, build customer communities for brand advocacy and support, distribute informative content and share promotions. Payment Options Growing acceptance of Apple Pay, Google Wallet and other mobile payment systems is a sign that consumers will continue to use their mobile devices as research and payment tools. Mobile payment technologies also allow retailers to bring other valuable content to shoppers while in the store, and to other customers no matter where they are, long after a sale is complete. Social pop-ups are about enhancing the shopping experience and increasing the number of touch points with our customers. Steven B. Tanger, CEO, Tanger Outlets 4 OneReach/Harris Poll, The High Demand for Customer Service via Text Message, August 2014 Dejan Patic/Getty Images

8 LOYALTY Know the Customer A returning customer is the best indication that you ve provided a great retail experience. 32% The percentage of IT decision-makers whose top focus when considering software investments is customer service 5 Customer loyalty is difficult to build and easily lost. Customers become loyal to your organization when they are served beyond their expectations, feel appreciated and can trust you in key areas such as product quality, pricing, security, delivery service, post-sales support and overall responsiveness. Not delivering in any of those areas can destroy the loyalty your business has built up over many engagements and sales. On the other hand, loyalty is highly contagious and easily spread by satisfied customers. Mobile Beacons Retailers have a new pint-sized weapon to lure shoppers into brick-and-mortar stores and away from e-commerce competitors: beacons. These small, low-cost wireless broadcasting devices use Bluetooth connections to transmit messages directly to nearby smartphones or tablets. By using beacons, retailers can send prompts to people passing by or shopping inside their stores, serving up real-time coupons and other offers, while also collecting valuable customer data from those that sign up to receive the signals. Customer Engagement When customers need assistance, retailers need to be ready. Today s customers expect nothing less than excellent service. Delivering the most efficient and knowledgeable support experience possible and building customer loyalty require more than answering phone calls quickly. An effective contact center functions as an extension of the retail storefront, leveraging unified communications to connect customers with knowledgeable representatives who can deliver an immediate response that is personalized by data collected about the customer and delivered via their preferred communication method. We love to have exceptional customer service. It s critical to engage with our customers. The loyalty and passion is very deep. Jim Engel, Chief Operating Officer, Bavarian Inn Lodge 5 CDW, The Multichannel Contact Center Expands the Storefront, 2014 Burazin/Getty Images

9 CDW RETAIL SOLUTIONS Omnichannel Forever Connect with retail customers through every step of the new buyer s journey with a complete portfolio of the latest retail technology solutions. Technology shapes retail faster than ever before, and customers expect a seamless shopping experience. CDW s integrated solutions will help your business keep pace with the rapidly changing marketplace. Store-in-a-Box With individual plug-and-play components and our comprehensive support, we have the perfect combination of storefront and back-end solutions. CDW.com/store-in-a-box Point of Sale POS and mobile POS are much more than a cash register. From tracking price changes and processing returns to producing sales reports, POS and mpos solutions are key to customer satisfaction and a competitive edge. CDW.com/POS Digital Signage From digital screens running ads to self-service kiosks loaded with product information and customer service links, visual and digital technologies give you a rich way to interact with customers. CDW.com/digital-sign Business Intelligence With detailed insight into your customers shopping preferences, their in-store traffic patterns and your supply chain and inventory, you can gain a crucial competitive edge. CDW.com/BI Networking CDW has the networking experience and solutions to keep your consumer-facing tech running, your stores online and your customers connected to product and brand information. CDW.com/network There s no one-size-fits-all retail solution. So whether you re a hardware store, restaurant, gas station, hair salon, hotel or any other retailer facing unique challenges, we can help. CDW.com/retail. Getty Images/Thinkstock