Digital trends in retail: what's in store for retailers
Digital trends in retail: what's in store for retailers
What's in store for retailers?
Retail has been predicted to be the next big sector to be impacted by real-world digital technologies.
We recently carried out an insight exercise here at Brass, looking at future digital trends in retail and what we found is definitely worth sharing. From the practical but remarkable, such as mobile self-checkouts and speech recognition product search, to the weird and extreme, including diagnostic robot pharmacists and augmented reality hair stylists!
Apps and mobile optimised sites
Access to price comparisons, reviews and other resources anywhere, anytime, means mobile shopping holds huge potential for retailers, who will increasingly be looking towards mobile apps to support shoppers.
Ocado was the first UK supermarket available on the iPhone, providing a seamless service by allowing customers to organise their shopping and fill their basket offline, with orders processed automatically the next time an internet connection is made. Launching the Andriod version is the next step in the journey allowing users to search for goods and place orders using just voice.
AisleBuyer, the first mobile self-checkout app, lets you scan items with your iPhone, pay by credit card and get a receipt without the hassle of queuing. Shoppers can simply scan product bar codes to see information, reviews and offers as they walk through the shop.
Target has already introduced this in-store in the US, allowing customers with an iPhone or iTouch to scan items, and receive pricing and product information, such as ratings, reviews, and availability.
StripeyLines, a new iPhone app for shoppers, is unique as it not only allows shoppers to swipe goods for a price comparison, but also saves these goods into a wish list on the StripeyLines website.
Scannable mobile coupons
Mobile coupons work the same way at checkout as printed coupons. The shop assistant simply scans the barcode from your phone and you instantly save money.
Target is again at the forefront, launching its first scannable mobile coupon programme. This opt-in programme provides Target shoppers with a customised webpage on their mobile phones, with all offers scannable at checkout using a single barcode.
Utility
Another trend we've noticed is retail brands moving from simply selling products to delivering services.
The B&Q app, for example, offers expertise, tool lists and a store finder to would-be DIY-ers. Users can share knowledge with friends on Facebook and twitter and the app can even create a list of tools needed to complete a task and show the closest B&Q store using GPRS technology.
Linking digital content to products
We know the power of linking virtual content (competitions, reviews, etc. ) to physical objects (products), through technology such as QR codes, AR codes or apps like StickyBits.
However, always ahead of the game is the Japanese market. Mobile scanning technology and image recognition allow Japanese consumers to use their mobiles to snap logos on goods, in magazines and on TV adverts to launch a whole browsing and purchasing experience.
Location-based services (LBS)
Location-based services are particularly interesting for marketeers, closing the loop between promotion and purchase and tracking how many people take action on an offer.
Facebook Places could lead to businesses advertising online in real-time as smartphone owners pass by store fronts.
Shopkick, the location-based shopping service, lets users earn rewards for in-store activities, and already has big brand partners in the US, including Best Buy and Macy's. Open the app in a participating store and it automatically delivers the user "kickbucks," which can be redeemed for free goods. The app also shows current in-store offers and gives users a code to present at the till point.
To conclude
Due to fierce competition, retailers need to continue to invest in digital and raise the bar in terms of the service propositions they offer. At the same time realising that their customers are much better informed about products and their prices.
It may be a bleak future with some shops becoming more like showrooms for their competitors' online stores.
No doubt convenience and service will continue to drive consumer loyalty. What's your take?
*Original Post from the blog of Brass Digital Marketing
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