Consumer experiences are influenced in a variety of ways, including through technology. And just as technology influences consumers, it can also help merchants.  The reality is, a customer’s journey to buy is influenced from a variety of touchpoints – including via mobile, in-store experiences, social media and more – yet opportunities for customers to get distracted are stronger than any other time in historical retail. As a result, retailers need to be proactive in avoiding any barriers that may jolt customers off their path to purchase and instead, enrich their shopping experiences while enriching their own brands along the way. To help, merchants should embrace technology as a way to keep up with consumers as well as sales.

Introducing technology to retail can often feel intimidating, especially for smaller merchants. Yet in reality, merchants who embrace technology often find ease and enrichment to their operations. Among the ways in which technology can help retailers includes:  

Data & Analytics: Data and analytics help to deliver clarity to merchants and thus, helps retailers be more precise in their immediate and next steps. From touchpoints that include point of sale – such as Lightspeed POS or Springboard Retail – retailers can better understand inventory performance, customer habits and peak times of sales among many other important details. Social media, email marketing and website performance is also able to be better understood thanks to data. In fact, Google Analytics is a free resource for merchants to use – ultimately allowing them to gain insight on how consumers do or don’t behave on various online touchpoints all thanks to data generated from customer interactions.

Foot Traffic Monitoring: Stores depend on the details of their business and among these details include the realities of how, when and even why consumers navigate in and out – as well as around – their stores. Thanks to foot traffic monitoring technologies – such as Dor Technologies – this insight can lend retailers the ability to gain stronger real-time data that will benefit them in their staffing, merchandising and marketing efforts among other core retail necessities. Collectively, this technology then allows retailers to be more precise and more profitable in their future actions.

Personalized Experiences: While the details of retail undoubtedly impact the operations of a merchant’s business, it’s unrealistic to dismiss how technology impacts these experiences, as well. Customers nowadays have technology in the palm of their hands – literally due to smartphones – so merchants need to be in the palm of their customers hands, as well. This means being active on social media, using email marketing and potentially even incorporating a text message strategy into your retail communication plans. While every retailer has different goals and different customers, the core message here is the same – use digital and mobile experiences to create more personalized opportunities for your customers thanks to the convenience of technology.

Finally, for merchants looking to truly optimize their physical and digital experiences to create stronger operational efficiencies and enhanced customer engagement, technology is what will help. The catch, however, is that this is only beneficial to those retailers that embrace technology versus becoming more and more archaic in a competitive retail marketplace. Being a part of a technology powered future means creating a path to purchase that customers will be a part of and unknowingly never depart from since – thanks to technology – retailers can now better support their customer’s journey and their store’s success along the way.

Through technology and the right inventory, you can take your store to the next level of success you want to reach! Discover more from IGES here!

By Nicole Leinbach Reyhle

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