Retailers must keep the shopper in the middle

(theguardian.com)

It’s easy to be seduced by the idea that we are falling out of love with shopping as an activity, but it remains one of our favourite pastimes. However, we are losing interest in outdated modes of shopping. A trudge around a dreary shopping centre can pale in comparison to the almost infinite variety of online.

As shoppers we are becoming increasingly wedded to new forms of retail experience. Powered by smartphones and new technology, modern, agile consumers are searching, shopping and sharing wherever they are and whenever they want to. They demand a seamless experience that allows them to flit between channels and touch points at will, with no loss of quality or momentum. They want to be recognised and allowed to pick up experiences where they left off, without having to start their journey afresh.

Rather than seeing technology as something that is destroying their business, savvy retailers are looking at ways of harnessing it to enhance the overall shopping experience. Where retailers tend to think in channels – physical stores, e-commerce, direct selling and third party agents – the consumer only sees a means to an end in achieving a purchase. They don’t care where it comes from, only that it fulfils their needs as a shopper.

There are plenty of opportunities at the intersection of retail and technology that can serve the shopper better

There are plenty of opportunities at the intersection of retail and technology that can serve the shopper better. Loyalty cards may seem old hat, but if you embed a loyalty app in your smartphone it can learn from customer behaviour in both the physical and digital worlds. By responding to a click, a tap or simply just being in a store, the device can serve up smart offers, inspiration and product recommendations in real-time. Coffee company Harris + Hoole’s mobile app is a great example, allowing customers to check in to the store and order their favourite drink without queuing.

As well as better service, technology is helping shoppers find what they want faster and more directly, often with the help of their peers. Rather than try to stifle those who bypass traditional communications channels to find out about their brands, retailers need to find ways to let consumers share interesting, fun or positive experiences and content.

Only a tiny proportion of cosmetic content on YouTube is from brands. The majority of reviews, tips and makeup lessons are from fans, some of whom have millions of followers. Working with these advocates can provide “social proofing”, where people feel they are arriving at their own decisions rather than being ushered there by a faceless corporate entity trying to sell them stuff.

Elsewhere, shoppable content is promising to throw open the doors of retail possibility further. Asos, TK Maxx and H&M have all experimented with ads that allow direct purchasing to be made. Soon consumers will expect the act of clicking on an image to start the purchase process.

The possibilities to enhance the shopping experience continue to abound with new technical expressions by the week. For retailers, the key is to not get sidetracked by the gimmicks and remember that whatever else changes, the consumer needs to remain at the centre of the equation.