Choosing a new cell phone can come with a lot of pressure; not only are they expensive, but with so many choices it can be hard to know if you're buying the right one. That's why wireless retailers who don't use omnichannel technologies are starting at a disadvantage when you decide it's time for a new phone.When wireless retailers adopt omnichannel technologies, consumers benefit by being able to interact with the brand and learn about their products on any channel—be it social media, email, print, or brick-and-mortar storefronts. Engaging with customers becomes much easier when companies have tools designed specifically for omnichannel marketing in hand. Let's take a look at three omnichannel technologies and how they help wireless retailers.
In-store kiosks and tablets
We've talked about endless aisle before—in fact, we've talked about it more than once. In short, it's the idea shoppers can replicate the e-commerce experience in stores by using kiosks or tablets to browse through retailers' complete inventories, not just what is available at a particular location. As French novelist Victor Hugo said, “You cannot resist an idea whose time has come,” and with Walmart and Samsung recently deploying it, endless aisle is definitely one of those ideas.
Endless aisle could help a lot of retailers, but how can it assist wireless retailers in particular?
- Wireless retailers typically don't have much square footage to display or store their goods. Kiosks or tablets digitally expand the range of offerings without the need for additional physical space.
- Think about how fast cell phone technology changes, with new models of many phones being released annually (if not more often). A digital system can keep up with all the differences between models so that customers are always presented with the latest information.
- According to a 2013 National Retail Federation survey, cell phones are among the most stolen items from retailers, so the more shoppers are able to browse virtually, the better it is for the retailer.
Big data analytics
The whole idea behind big data analytics is that by tracking and calculating what patrons do, feel, and want, retailers can compute what would be the most profit-maximizing way to offer them goods and services. Software solutions such as RQ retail management are able to collect large amounts of data and render it readable and actionable for retailers.
Omnichannel retail definitely needs big data analytics to operate at peak performance. This is true no matter what commodities a company is selling, be it wireless phones or other goods. But in the case of smartphones, you can imagine that the combination of high cost and the sense of personal attachment consumers feel would yield a particularly research-intensive customer journey. One customer might look into technical specifications of devices, while another might care about the status implications of owning a certain phone. Big data can help wireless retailers meet these individual needs with precision. That way, the shopper's experience of buying a smartphone can be a rewarding and fulfilling one, and inspire them to return in the future for more accessories or upgrades.
Part of a strong omnichannel strategy is knowing how to incorporate different channels into your visual merchandising. Digital signage helps bring your brand personality to life while incorporating big data analytics for more strategic omnichannel ads. For instance, digital displays outside a wireless retailer could feature real-time tweets from users collated under a brand hashtag. As users pass the screens, they may be compelled to post their own tweet talking about their relationship to the brand. Not only does this help promote sales by featuring testimonials from real customers, but it helps remind these existing customers of their connection to the wireless retailer. This information can also help retailers know their consumers' thoughts and feelings towards their brand, and could be used for future customized offers (e.g. offering an additional 20% off on data to a customer who tweeted about loving their data package).
With digital signage, retailers have the power to change their displays based on trending topics, how busy their store is, or the time of day to better engage their shoppers.
Want to know more about why your customers make certain purchase decisions? Check out our interactive whitepaper, Acting on the 'Why' Behind Successful Shopper Marketing Strategies.
Photos: Shutterstock / LDprod, Shutterstock / Hadrian, Shutterstock / Sorbis