How sellers scare their customers

Retail is facing major challenges, but retailers cannot always easily improve the shopping experience in their stores.

In-store shopping hasn’t changed much in recent years, and often feels a bit dated and sometimes even frustrating. Due to the difficult economic climate, some retailers avoid larger investments and risk being further behind by competitors who want to experiment and online competitors. Scandit, provider of intelligent data capture solutions, explains the failures with which they deter customers and what concepts and solutions they can use to counter this:

  • Long waiting times at checkout
    Hardly anything annoys customers as much as queues at the checkout – in a Scandit survey, 46 percent of DACH participants cited long queues as the biggest irritating shopping problem. Not always the reason is too few checkouts or too few employees, sometimes simply canceling or redeeming the voucher slows down the process. However, this does not change the frustration of those waiting.
    how is better Many customers are used to Scan and Go now because they know it from large retail chains and appreciate the time saved thanks to the self-service checkout. Thanks to modern SDKs, applications from Scan and Go can now be deployed much faster and easier than a few years ago – an effort that is also manageable for small retailers. Focusing on basic functions helps to minimize costs and development time, additional functions can always be retrofitted later. Retailers can also earn points using the Mobile Point of Sale (mPOS) as customers can pay anywhere in the store and no longer have to queue at a fixed location. In the fashion industry, 48% of retailers already rely on mPOS to reduce queues and prevent customers from simply leaving the store.
  • Poorly informed or absent staff
    The strengths of traditional retail include consulting and services, but employees are not always able to answer all customer questions. Sometimes it is not possible to find an employee quickly at all – then there is a risk that a frustrated customer will leave the store, make a purchase elsewhere and never come back.
    how is better Intelligent data capture technologies allow you to use many useful features of the application, beyond scanning and traveling. They allow customers, for example, to call up detailed product information or test reports by scanning the product with a smartphone. Employees can also use these features to better advise customers and make specific product recommendations, provide care or compatibility information, or suggest appropriate accessories. Or check the availability of other product variants in stock. In the fashion industry, 73 percent of retailers are already taking advantage of these opportunities.
  • Lack of knowledge of regular customers
    In classic commerce, customers often form an anonymous crowd. You can see overall trends and bestsellers in the sales statistics, but it is not clear what preferences individual customers have and how regularly they visit the store. This makes it difficult to reward customer loyalty and retain them in the long run with tailored offers.
    how is better Apps with intelligent data capture technologies provide sellers with important information about customer purchasing behavior – from the frequency of purchases, through favorite products, to the size of the basket. They can use this information for individual coupons and rebate actions, which may even be displayed directly during the purchase, when the customer scans the product for purchase or downloads the product data. According to a survey, 60 percent of customers in the DACH region would use the app to access personalized promotions and offers.
  • Focus on the offline world
    If stationary sellers move away from digital concepts, their customers may at some point ask themselves why they should continue to visit the stores on a regular basis. After all, online shopping is extremely convenient and convinces with a personalized purchasing experience, extensive product information and fast processing. So why buy from a local retailer after you’ve checked online and your next purchase only takes a few seconds? Why go to the store when you are unsure if it has the product you are looking for in stock, in the right color, size or finish?
    how is better Omnichannel concepts that cleverly connect the online and offline worlds make physical stores more attractive and help retailers to better exploit their strengths. The online store is just the beginning. Ideally, customers can compare products and check availability there, but also reserve the desired product to view in-store or get further advice. Click and Collect, i.e. picking up an order online in-store, is also attractive to many customers as delivery times and shipping costs are eliminated. Many retailers in the fashion industry understood this – 73 percent. wants to use its technology investments over the next twelve months to create new, multi-channel experiences for its customers.

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