More than ever convenience is driving customer experience, a Global Consumer report noted that 71% of consumers identified using an app to purchase as something that they would like to see in retail stores. This follows trends adopted by major retailers across the country, and Teamwork clients.
Mobile apps enable visibility around loyalty, visualize purchase options and share brand updates, but more importantly empower: convenience.
Convenience is driving innovation everywhere, social media for example has trended shorter (Snapchat, Instagram Reels, Tik-Tok etc.), consumers seek rapid, accessible information and experiences. Ecommerce has transitioned to 1-click purchasing, and in store transactions are contactless. Customers engage quickly and make decisions slowly, eCommerce experiences have shifted to provide information where needed, but retained the focus on availability.
In store retail has shifted to become more considerate of reducing friction and speeding up sales. 60% of consumers report being irritated by long checkout lines. Inconvenience is a leading cause of customers switching retailers, whether it is a stockout or a long wait, friction at the point of sale is making a significant dent in revenue. But, looking at revenue in isolation is a mistake. The world moves quickly, that applies to brand identity as well, if customers are dissatisfied your other prospective customers will know about it soon enough.
Convenience means different things to different consumers, and it’s increasingly important for retail companies to understand the regional and global trends centered around the need for convenience. The rise of direct to consumer products highlights the importance of this, customers can quickly and easily order products they want at affordable prices directly to their home.
There are three considerations driving the desire for convenience, by understanding them and identifying how they resonate with consumers can offer retailers a critical advantage.
Brand culture is a huge aspect around the desire for convenience. If the culture is driven by the in-store experience then convenience is less of a consideration. But, in an experience of this type, convenience takes a different format, customers are welcomed into the store environment, engaged and provided with support to improve their journey. A culture of engagement, communication and community enables brands to offer a complete experience. Brands with a strong in store culture have to work to develop a cogent backend infrastructure that enables efficacy in transactions across all sales channels.
When markets have a complete framework, it is very easy for customers to identify options that work directly for their needs. Customers can easily purchase online, in store or have orders fulfilled as needed. Markets that are strongly established and continue to have high levels of engagement have to put a greater emphasis on convenience across all sales channels, customers are ready to purchase from big brands at any time, high name recognition and product utility makes accessibility a key UVP for large brands. Adding convenience at the entry level enables direct competition with even the biggest players. Same day delivery is certainly quick, but a 5 minute store run is even quicker.
Customers are increasingly accustomed to making purchases from mobile devices, in app or even on social media. Transactions are everywhere and consumers crave this level of convenience for products that they want/need. Customers do not want to spend minutes waiting in line to purchase products, when they can easily place orders and collect items in a convenient method for them. Customers need accessibility, being able to purchase on multiple channels, or even access a more convenient purchase process. Additionally, loyalty and membership plays a significant role in where customers want to purchase, mobile apps make it easy to track loyalty points, rewards and gift cards, tools that are often neglected in physical retail locations. Providing accessibility to every aspect of the customer experience ensures that customers are engaged and feel recognized wherever they shop. This relationship helps to reduce friction at the point of sale and speed up transactions by removing blocking items such as checking for coupons or loyalty points...
Convenience will be at the center of retail for years to come, since the onset of digital retail channels the focus has shifted to speed of delivery, ease of payment, and considerate reminders/ notifications during the fulfillment process. In store customers expect this same level of engagement and consideration, they need to easily locate the product offerings that meet their needs and quickly complete their purchase with their preferred method of payment.
See how Teamwork Commerce can enable more convenience at the point of sale: www.teamworkcommerce.com/mpos