A Blink as good as a Nod in finding products instore?

                                                                                           pic: Lighting

Philips' app-based system determines the shopper's location via the flickering of the overhead LED lights

The system incorporates LED bulbs that are installed in the existing overhead fixtures. Depending on the specific fixture in which it's placed, each of those bulbs will flicker at a different distinct rate. Although that flickering is too rapid to be detected by the human eye, it can be detected by the camera of a phone running the app.

When a shopper wants to find a product, the app starts by ascertaining the person's location within the store, based on the flickering "signature" of the fixture immediately overhead. It then accesses a map of the store, and proceeds to guide the user from their current location to that of the item, presenting access to coupons where appropriate.

In fact new research shows that “missing key information used for product identification is the equivalent of being out-of-stock in a physical store”, and being unable to find the goods renders them out-of-stock, in shopper terms. The GS1 UK survey of 2,000 UK adults also revealed shopper beliefs, with 24% saying they didn’t trust online product information as much as they did the information they were given in store..

As the mobile shopper in the aisle is obviously online-instore, then accessing further product details, and being satisfied with the answers, helps the shopper to complete the purchase from a retailer they trust….

Availability, credibility, defensibility and value-for-money in a seamless, consistent multi-channel environment, is all it takes, as we anticipate a price-war to end all price-wars…

Ever hanker after the old days?

The Super Shopper dominates multichannels for 70% of retail sales...

A new study by eBay and Deloitte detailed in Internet Retailing, defines the Super Shopper as a user of smartphones and tablets to access all multichannels, with retailers needing to target these people to boost their sales in all routes to consumer.

While most of the population are now buying in shops and online, Super Shoppers are more likely to add to this by browsing across different mobile devices and making use of on-to-offline services like Click & Collect.

These 18% of people who shop frequently account for 70% of total UK retail sales (equivalent to over £200bn in 2013).

Super Shoppers are also highly savvy, finds eBay. They are 30% more likely to do their research online before visiting a store.

Meanwhile, comparison-services like Which? are making it easier for shoppers to objectively assess the merits of traditional retailers. The latest Which? report shows that Aldi has edged out Waitrose as the UK's favourite supermarket based on its pricing, quality of fresh food, its range of products and how easy it is to find items (Yes, Aldi!).

In fact, Aldi polled 76% in the survey, with Waitrose reaching 75%, and The Co-operative coming last at 50%, according to The Daily Mail. The Mail also quoted a new report by Rowan, a specialist discount wholesaler, showing that 63% of UK consumers now shop in places such as Poundland or 99p Stores.

And pound shops are certainly not the preserve of those on lower incomes. In fact, 49% of those in households earning £50,000 or more shop in fixed price stores.

All told, we are witnessing the emergence of super-savvy shoppers, willing and able - via augmented comparison services - to shop around, at high speed and via every available channel.

They are radically changing retailing in the process...

Patently, retailers and brand owners not only have to ensure that consistent multichannel messages and positioning statements are available to all shoppers, but it seems crucial that all such dialogue be transparent and defensible on the assumption that all shoppers are now super-savvy, with the kit to match....

Moreover, most shoppers now have the means to implement the 10x tell-a-friend multiplier...  In other words, shoppers that like a product/retailer tell 1 friend, those who dislike 'what was in the tin' complain to 10 friends...  

Meeting 'me-tailing' expectations, always....

Success for retailers has always depended upon understanding the individual customer, offering them personalised products and interactions – now known as 'me-tailing' – merely an electronic step-up from a corner-shop’s stocking of products that shoppers ‘kept asking for’……

The difference is that today’s consumer is always connected - allowing them to research products and purchase them anywhere, a challenge now faced by those retailers that have not fully embraced connected retail technology, linking consumers, devices and data for smarter shopping experiences, from the high street to online, in-store to mobile applications.

Seldom voiced by consumers-in-a-hurry, there is now a need for retailers to improve service delivery through linking consumer data and research to purchase phases, deliver a personalised experience by tailoring products to consumers' personal requirements to support sales, and thereby enhance the brand experience by creating meaningful experiences that move the consumer from transacting to conversing with brands.

A job too important to be left to retailers?
Ultimately, it is only the brand owner that wants to ensure that the brand meets the consumer's need - retailers retail categories, and are simply concerned that the consumer has no cause for complaint with individual brands or own label products, and returns to the store - whilst the brand owner loses money if the consumer fails to make a repeat-purchase...

The technology is creating new levels of expectation and brand owners therefore need to find ways of entering and optimising the retail marketing mix in order to ensure that there is more than adequate fulfillment of consumer needs and post-consumption satisfaction in order to guarantee repeat purchases by a consumer that has no need to go elsewhere.

In other words, me-tailing is simply a facilitation of the need-brand-need process, by connected savvy consumers that have the ability to measure each aspect of the 4P mix, and its record in  meeting and even exceeding expectation, as they converse with brands, and if necessary about brands, to reflect the degree of personal expectation-match…in all ways…