June 20th, 2013Posted In eCommerce, Touch Commerce

Selling in the Trenches: Mobile Commerce at its Finest

yeti-trenchesTechnology revolutionizes the mechanics of selling.

When cash registers first hit the market, wait times improved. The same thing occurred with the addition of comprehensive POS systems. Now, some stores have watched lines completely disappear since integrating a mobile sales platform.

When executed correctly, mobile devices can help build a personal relationship between the shopper and salesperson, plus offer money-saving opportunities. Let’s look at a few successful implementations:

Instant checkout

touch_NordstromConsider, a busy mom walking through the children’s department. She stops to look at an item on sale and decides to purchase it. Her toddler gets cranky. The salesperson approaches, confirms the great sale price, and then offers to let her check out where she is standing.

The takeaway: Mom didn’t wait in a line, on the other side of the store, with a screaming child. She’s happy and so is the regional manager.

Retail stores using mobile devices to enhance checkout opportunities allow customers to finish a sale anytime, anywhere in the store. The decentralization of checkout stations lets customers seize impulse purchase opportunities, fosters a positive experience, and gives shoppers a reason to return.

Nordstrom implemented mobile POS and not only increased customer convenience, but also boosted sales more than 15% in the process. The original motivation for the mobile system was to provide a “faster and more convenient experience for customers and reduce the time it takes time for customers to check out” (although a boost in sales is even better).
touch_jcp-findmore

In-store, online shopping experiences

JCPenny is a retail pioneer of integrating touchscreens into in-store shopping experiences.

Their “Findmore” sales fixtures allows in-store shoppers to find more products via their website or order otherwise, out-of-stock shelf items from their online inventory. In fact, JCPenny is such a strong believer in the tablet’s place in retail, they plan to remove all cash registers (a fixture of retail since the 1800′s) by 2014 and replace them with tablet computers.

Improve fitting room experiences

touch_cwC. Wonder outfit their Manhattan store with cutting-edge technology in their dressing rooms. Tablets with a single-page interface allows shoppers to control the lighting level, styles of music they’re hearing and its volume while they try on different clothes.

In addition to the incandescent currently in place, there are plans to add more types of lighting, including LED and fluorescent. And if shoppers need help with trying other sizes or clothing styles, a store assistant is just a screen tap away.

Augment sales staff knowledge (or lack thereof)

touch_southgateSouth Gate, a New York restaurant, digitized its wine list. Doing so allowed customers to sort available wines according to price and type. It also provided additional information like flavors and possible menu item pairings. The benefits of this were twofold: The cost of printing wine lists was eliminated, and it created an interactive experience for customers to enjoy.

Using tablet computers to display services and menu options offers incredible opportunities to a business. The beauty is in the ability to create a constantly changing series of advertisements, without the expense of printing.

Bridge sales channels

Blending sales environments allows consumers to take control of their purchasing choices, making them the center of any selling strategy. Put consumers and their convenience first.

Use mobile selling techniques like checkout via roaming sales personnel and online checkout with in-store pickup. Integrated strategies that use all possible delivery methods drive the best conversion numbers.

Don’t fall into the trap of thinking that what has worked in the past will always work in the future.


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