the constantly connected consumer - a white paper - arqiva in association with retail week

The Constantly Connected ConsumerA white paper from Arqiva in association with Retail Week

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Connect with your customers The retail landscape is constantly changing, and consumers want to be able to shop at any time, in any place and on any device they choose.

But as technology evolves and customers expect more from their shopping experience, how can retailers ensure they’re staying ahead of the curve?

We chaired a round-table discussion to find out.

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Shortcuts to successThere’s a massive range of new technologies, ideas and innovations occurring within the retail space, but it can be hard to know exactly what to adopt and where best to invest to stay ahead of the competition.

Here are three primary rules for success in the ever-changing retail industry:

Foster a healthy culture of innovation within your company so you’re able to see new opportunities and jump on them quickly

Enable connectivity by adopting new technology that links and supports all digital touchpoints within retail

Think of ways that you can integrate wearable tech and the ‘Internet of Things’ (IoT) into your current business model

INNOVATE INVEST INCORPORATE

ONE ONE

ONE

ONE

ONE


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Store tech – The next generation

Millenials are driving the future of retail. They’re digitally savvy, socially engaged and always online – and they want to engage with retail brands on their own terms.

Key tech trends on the retail horizon:

• Modern consumers are more than happy to share data with brands, but they want added value in return

• Augmented reality has great potential for retail

• Wearable tech doesn’t yet have mass appeal (it’s still seen as geeky and male) but may do soon

• Fashion-quality 3D printing could enhance the self-service experience

• Gamification of retail by using new immersive technology could create exciting new shopping experiences

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of 25-34 year olds in the UK have written a review of a product or service (on TripAdvisor, Yelp, etc.)

36%

The Constantly Connected Consumer

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Disruptive retail experiences‘Disruption’ was the topic of the moment and cropped up throughout the round-table discussion, but what does it mean in the context of retail?

All this new technology, cross-device usage and always-on Internet connectivity results in a disrupted consumer journey to purchase.

Though this might seem like bad news for retailers, it can be used to their advantage if they’re not afraid to actively reinvent the purchase journey for their customers.


“It’s about magic dust and hiding technology in favour of a brilliant experience. In the age of disruption, everything is up for grabs.”Daniel BobroffInvestment Director, ASOS

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Be bold when investing and innovatingIt’s not always possible to guarantee the popularity of a new idea or piece of tech, or to predict the longevity of consumers’ interest in it, but that doesn’t mean retailers shouldn’t pay close attention to market trends.

Five rules for retail:

• Always be aware of what’s coming next

• Encourage staff to innovate and provide a way to share ideas

• Allow your staff time to look for inspiration

• Innovative ideas aren’t solely about scalability or ROI

• Don’t be afraid to test new tech or ideas – it’s OK to fail

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The future is mobileAll of our panellists agreed that mobile connectivity is vital to the future of retail, and if businesses don’t cater effectively for mobile users then they risk losing customers.

How are customers using their mobiles?

KEEPING IN TOUCH WITH OTHERS

81%

RELIEVING BOREDOM

56%

GETTING A SECOND OPINION FOR A PURCHASE

37%

GETTING INFORMATION

81%

LOCATING THINGS FASTER

59%


“Mobile is everyone’s interest but no-one’s job.”Panellist comment

SOURCE: WIRELESS NATION RETAIL PERSPECTIVE REPORT, 2014, ARQIVA


Devices are evolvingNew ways to shop are emerging all the time, and new devices and technologies could have a significant effect on the way we purchase.

Potential wearables and smart devices of the future:

• Health software that shares information with your doctor• Calorie-counting plate scanners• Bottles that automatically re-order when they’re nearly empty• Beer holders that block phone signals to keep people sociable



Price comparison is only the beginningA combination of the recession and the increased popularity of mobile web use have changed consumer habits forever. Consumers know what they want, and how much they should pay for it, but it’s not just about the price – it’s about their personal experience.

Use data in different ways to get the sale:


“Retailers need to stand up to scrutiny, remember their consumer and recognise them as an individual.”Richard CopeSenior Trends Consultant, Mintel

Offer customers relevant discounts specific to them

Price match against competitors to show awareness and willingness

to compete

%

Surprise and delight customers with personalised experiences

to keep them coming back


If consumers can’t connect, they’ll walkThe main message is that your customers are using a whole range of devices and platforms to connect, but ultimately you need to ensure that they’re able to do so.

Even though an Internet connection could allow your customers to compare prices elsewhere, it’s in your best interests to provide a connection – or you could risk losing them altogether.

If customers can’t connect:

WOULD THINK TWICE ABOUT COMING BACK

WOULD HURRY TO LEAVE AS SOON AS POSSIBLE

WOULD EVEN TELL OTHERS NOT TO GO THERE

1 4in 1 4in 7%


SOURCE: WIRELESS NATION RETAIL PERSPECTIVE REPORT, 2014, ARQIVA


Focus on the consumer, not their technologyUltimately it’s important to remember that you’re trying to sell to people, not to their devices. Successful retailers will tap into their customers’ needs using whichever platforms are most convenient for them, not by jumping on a bandwagon for the sake of it.

Things to think about:

THINK DIFFERENTLY – start by dispensing with the old

BE CONVENIENT – offer more click-and-collect

PERSONALISE – cater to ego, individuality and self-expression

REVOLUTIONISE – 3D gift printing


“Mobile connectivity has moved the traditional path to purchase from a price comparison culture to a ‘sense of self’ and now individualism.”Richard CopeSenior Trends Consultant, Mintel

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Get the full report >

http://info.arqiva.com/constantly-connected-consumer-whitepaper-retailweek