How software for making appointments for large retailers with several branches leads to a higher customer satisfaction, more purchases and operational benefits. Reflex APPOINTMENT BOOKING FACILITY Essential link between online & offline Online Appointment scheduling as an extra call to action on the website The consumer purchases online one time and in the shop the next. He is becoming more and more a cross channel shopper. Although the roll of the Internet is increasing, the physical shop will not disappear. However it is important for retail companies to not think in sales channels, but to join the capricious customer journey, the travel of the customer leads to the purchase. The touch points are crucial for the customer experience during that customer journey. They determine the impression and his feeling of that particular brand. Offering the possibility to making an online appointment in the shop is an extra call to action on the website and provides an excellent chance to create an extra contact moment, a very direct contact even. An online appointment system also offers operational benefits. The option to make an appointment via the Internet is therefore an essential link between online and offline for retail companies and a fixed component within a cross channel way of thinking. 1 8
The consumer becomes a cross channel shopper Yes, the roll of The Internet is increasing, but no, the physical shop will not disappear. That is what ABN Amro states in a report on the scope of online shopping (February 2014). We are combining online and offline more often: We buy via the Internet one time, while purchase in the shop the next. At the moment almost half of consumers are cross channel shoppers, and ABN Amro expects that to increase to two thirds in the next five years. 100 90 % 80 70 60 50 54,5 54,1 67 Cross channel shopper 40 30 35,2 37,2 Offline shopper 20 10 0 10,4 2011 8,8 Online shopper 2015 2020 Source ABN Amro, Cross channel retail, the effects of online shopping (February 2014). More often webrooming than showrooming Many retailers fear that consumers just visit physical shops to see what is for sale to subsequently purchase the product online. According to the research conducted by ABN Amro, this is not true. Only 3 percent of the respondents says they recognise this behaviour (showrooming), while 28 percent indicate that they first look online in order to do their purchase in a shop (webrooming). We are therefore seeking more and more products online, which various other studies also showed. For example: in 2000 we visited a car dealer on average 7.6 times before purchasing a car; now we visit a dealer only 1.6 times. Often The customer wants to actually see the product in question as well as the alternatives, and wants to receive expert advice. 2 8
At the same time no less than three quarters of the consumers have indicated in the research of ABN Amro that they cannot do without the actual shop. The most important arguments for this position are: obtaining advice (78 percent), experiencing the product (70 percent), and joy during shopping (68 percent), the stock present locally (70 percent), and receiving the products quickly (62 percent). Motives for purchasing online are mainly convenience related (80 percent), shopping when this is convenient for you (80 percent), transparency (76 percent) and price (52 percent). Best of both worlds The development towards cross channel shopping behaviour strongly differs per sector. The percentage of cross channel shoppers is increasing strongly in the DIY, sports, electronics/ computers and shoes sectors. Other product categories with many cross channel purchases are household appliances and toys. Many retailers are currently in a multi-channel phase (or moving toward that situation). They offer both physical shops and the web shop as sales channels, but often still with separate marketing, sales and distribution. Consumers see or experience those separate channels such as (web) shop, call centre or social media as such, they just see the brand, and product or services. The growth potential lies with the physical retailer who is prepared to invest in cross channel and thereby offers customers the opportunity to enjoy the best of both worlds, says Chris Meijers of the Banker Retail sector of ABN Amro. Also other research has shown that smart combining of old and new channels works best when it comes to influencing the purchase process of a customer. Contact moments A consumer actually goes on a journey that ultimately leads to the purchase. This customer journey starts with the arising of a need. The consumer then starts to orientate. This is increasingly done online, but the opinions of friends and family count, whether or not via social media. Then the alternatives are considered, usually on the basis of specifications, price and emotional reasons. Again, internet plays a role as a source of information, opinions and assessments in the search for confirmation. It is about Creating as many contact moments in the increasingly unpredictable customer journey of the customer, as these determine the optimum customer experience. 3 8
It is in this phase that a visit to a shop can be decisive, because often the customer wants to actually see the intended product and the possible alternative and receive expert advice. That customer journey is not linear, but is more unpredictable, both in time as in phases. The leading research bureau Forrester says that it is about creating as many touch points as possible during this unpredictable consumer journey, as these determine the optimum customer experience rather than the channels. The contact moments make the strongest impression and convey the best brand feeling. That is why a business is required to operate flexibly and not focus on channels as such, but instead focus on the customer, their customer journey and the contact moments. Online appointment An excellent opportunity for an extra touch point with a potential customer during their customer journey is offering the opportunity for a personal appointment with an employee in the shop. An extra call to action on the website that leads to a direct contact. The employee has the opportunity to prepare well, knows the customer by name and can deal with the situation at hand directly. This additional service and experience, i.e. customer experience, could just be the distinguishing factor in the customer s decision to purchase. Pearle Opticiens Benelux and Eye Wish for example, both form part of parent company GrandVision, have been using Reflex Appointment XL for some time now for online appointments and personal invitations for eye check-ups. This generates more visitors and a higher conversion. Or as information manager Ferry Kurver of D-Reizen puts it: The appointment module of Reflex adds to the customer satisfaction. The personal attention and real interest shown feel good. Up to now an online appointment has often resulted in a booking. The advisors of Reflex have gained specialist knowledge and can adjust the package to suit the current and future requirements of the user. 4 8
Interaction between online and offline D-Reizen strongly believes in cross channel or the strong interaction between online and offline. The personal travel assistant, in fact an account manager with their own group of customers, holds a key position. Those customers can directly contact their own contact person in various ways, including via an app. They can chat or make an online appointment. We have five hundred locations and eighteen hundred employees near our customer and focus on the journey of the customer. From experience, inspiration, advice and really taking care, says Robbert Jan Meerpoel, responsible for the online strategy of the company in the Emerce magazine. Business models will change and we see that offline, and personal advice and assistance when you need it will form an important part of this. Social media and mobile internet are growing explosively at the moment. But at the same time we see an enormous need for attention, real attention! And that is where the personal approach comes in, also integrated in the website. Offering comfort, freedom of choice and personal attention therefore contribute to customer experience management. Also, customers who just come in the shop without an appointment, experience the method with appointments as being positive. Three quarters of the consumers have indicated that they would like to be helped personally. Research has shown that the customer would rather make an appointment than wait unnecessarily. Operational benefits An online appointment system also offers operational benefits, such as insight into the contact moments per customer: from a website visit, via an online appointment and a visit to the shop to the moment of purchase. This can be determined at corporate, regional and on shop level. An appointment also offers the opportunity to ask the customer about their experience, and provides a reliable and real time insight into the customer satisfaction on the service provided. An online appointment system also offers the opportunity to invite current customers for check-up, maintenance and new products, depending on the type of product or service provided. This can be done by sending a personal email, or via a social media channel with the right personal details and aimed at the right service in the right shop via the right employee. This again offers opportunities for extra contact moments. The Reflex appointment module contributes to customer satisfaction. The personal attention and real interest feel good. Up to now an online appointment has often resulted in a booking. Ferry Kurver Information manager D-Reizen 5 8
And finally the system of online appointments makes it easier to spread the customer stream. Appointments can be booked during quieter days, while the peak times such as evening openings and Saturdays are avoided. This makes it possible to plan the time of the current employees as efficiently as possible, making the waiting times shorter. Offering the opportunity to make an appointment via the Internet is therefore an essential link between online and offline for retaining companies and forms a firm component in the cross channel way of working. Reflex Appointment XL Appointment XL is a proven and extremely user friendly online appointment system offered by Reflex, which is fully integrated in your website. The package has many uses in different reservation scenarios. Your customer is automatically referred to the closest shop, and it is possible to work with one or more agendas. The Reflex software can easily be combined or adjusted to your own CRM and agenda systems. Reflex Appointment XL has been designed especially for larger organisations with several branches and is a standard application with extensive functionalities. The advisors of Reflex have gained specialist knowledge and can adjust the package to suit the current and future requirements of the user. For hosting Reflex uses the Microsoft Azure cloud platform, guaranteeing reliability, safety and scalability. Reflex advises and supports new users during the implementation complete with services. Helpdesk support and availability are documented in service level agreements (SLA). Reflex APPOINTMENTXL 6 8
Proof of concept Reflex almost always starts by implementing an extensive proof of concept at new customers. During this pilot our advisors assist you in the development and implementation of the most likely scenario for making online appointments, geared towards your situation, your criteria and your requirements. You will be given full insight into the possibilities and functionalities. Any adjustments and links with existing systems are assessed and calculated. The agreement on the proof of concept is automatically terminated after the pilot period has been completed, without any obligation for any of the parties. If the decision to proceed is taken, the environment that has been set up can be extended for free until the moment it goes live. proof of concept During the proof of concept the advisors of Reflex help you develop and implement the most suitable scenario on the basis of your requirements. 7 8
About Reflex Reflex Software for bookings, appointments and reservations... Reflex specialises in software for the making of appointments, bookings and reservations. Our software is integrated in your website and forms an essential link between customer and company, between online and offline. We take care of the maintenance and updating of the software and are continually looking for new, even better ways. For the development of apps, solutions in the cloud and adding handy functionalities, such as measuring customer satisfaction. We focus on achieving comfort, speed and efficiency for your customers and your company....but also partner in business However, Reflex offers more than just software. We advise you and help you in developing and implementing concepts for making bookings, appointments and reservations that improve your business operations and increase your turnover. We are a partner in business for your business. Appointment SML Reflex also offers ready-for-use packages for small to medium sized businesses: for businesses in wellness, retail or services, for the hairdresser or sauna, travel agents or car dealer, photographer or tax consultant. But also in health care and education: for the dentist or sports instruction and for teacher or study advisor. They are quick and easy to implement, even without a manual, and are easy to use. Appointment XL Larger organisations, commercial business and government bodies, use Reflex appointment software to offer an additional service and to guide the stream of customers. Retail chains and other organisations with several branches use Reflex appointment software as the link between website or web shop and branch. For more customers in your shop and increased turnover. Booking Reflex has designed an online booking and reservation system especially for recreational companies. Ideal for holiday and bungalow parks and rental of houses, holiday villas and apartments, as well as for camp sites and tent rental. It can be combined with extensive functionalities for the management and of reservations, online payment and links to for example Booking.com. As well as for mobile internet. Facility Reflex software also offers interesting possibilities for the improvement operation of the organisation, for example software for the online reservation of meeting rooms. It is easier than the current facility systems and offers many additional options. Visitor address: Godfried Bomansstraat 7 4103 WR Culemborg The Netherlands Postal address: Postbus 291 4100 AG Culemborg The Netherlands Call us: +1 347735 6982 +31 345630123 +44 203514 4601 +49 54196259003 Reflex www.reflex-online.com 8 8