Download - Understanding the path to purchase for the connected consumer

Technology is king

Technology is transforming the retail environment with a multitude of new innovations. From leveraging consumers’ mobile devices, through digital marketing or the role of iBeacons in store, to introducing payment platforms such as Powatag or interactive kiosks; technology is vital.

Added to this, 3D printing, wearable devices and dynamic personalised catalogues, means the role of technology is now maximising the potential of the virtual and physical environment.

Technology for technology’s

sake

A word of warning, do not introduce technology to gain space on the bandwagon.

For the in-store environment the use of technology needs to provide cost effective advantages for the shopper that deliver something beyond current membership or loyalty benefits and a commercial benefit for you.

Maximise your channel

offerEnsure your presence, from the high street to website, apps and social media, is maximised to deliver brand engagement.

THE PRICE IS RIGHT

Ensure customers don’t feel cheated by offering different prices across different channels without clear benefit differentials.

A SEAMLESS OMNICHANNEL EXPERIENCE

Ensure shoppers have a range of convenient options when looking to fulfil their purchases.

From click and collect to home delivery, provide the right options to ensure consumer buy-in.

Fulfil consumer

desiresDon’t forget the

competitionBlink and your competitors will have shifted their stock control to RFID. Don’t lose track of the competition and ensure you manage your brand’s equity to stay ahead.

It’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products, whilst also ensuring staff are up to speed with the entire Omnichannel offering across the business.

A KNOWING SMILE

A HELPING HAND

It’s not just about staff in store offering a helping hand to customers; ensure that all channels offer help to customers at all stages of the sales process to create a positive experience.

Informing consumers about special offers relating to items in their shopping cart, offering alternative product options, or sending reminders of unfinished shopper journeys can all result in increased customer satisfaction and conversion.

REMEMBER THE SHOPPER

JOURNEY

Ensure ease of shop. Whether physical or online, at a macro level it is vital to understand the overall layout.

Whilst at a micro level, ensure adjacencies/product locations work and displays (technology-led or otherwise) encourage interest and engagement.

There is a need to minimise any disconnect between online and in-store.

Customers want flexibility to shop across all channels and switch channels at any point of their journey.

SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across all channels and categories.

For more information on understanding the path to purchase or our approach to shopper research, please contact a member of the Shopper Team.

T: 01865 336 400 E: [email protected]

www.spafuturethinking.com innovation intelligence inspiration

the connected consumer’spath to purchase