Modern Retail: Guide to Retail Tech February 2020

Guide to...

FEBRUARY 2020

RETAIL TECH

EPOS and Stock management software for omni-channel retailers Specialising in Fashion, Brands, Giftware and Department Stores

Features include: ● EPOS with gift vouchers, integrated loyalty and E-receipts ● Real-time stock, sales, customers, and order management ● Automated replenishments ● Recommended purchase ordering ● Inventory control ● Reporting

0118 984 1925

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Contents Iconography: We’re web and eCommerce veterans…

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The benefits of using EPOS in retail

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RFID: the future of shopping?

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Growing your business with RMS 14 Upgrade your POS hardware with Star 20 How to leverage tech instore

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Making the most of Amazon as a marketplace

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Live chat to revolutionise online experience

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EPOS for successful stock control

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Social media for customer service

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VR and AR to transform the retail experience

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Contributors

Credits

Thanks

Managing Editor

Many thanks to all those who provided editorial content or images, helping us to compile what we hope is a useful and informative read! Please send any comments or suggestions to rob@modernretail.co.uk.

Rob Gamage - rob@modernretail.co.uk Content Editor Holly Worthington - holly@modernretail.co.uk Sales Director Jamie Ezekiel - jamie@modernretail.co.uk Business Development Manager Holly Worthington Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.

Emma Mjekiqi - emma@modernretail.co.uk

Modern Retail is published by Ricochet Media Services Ltd (Registered Company: 6043446).

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Sales Executive Debs Harbron debs@modernretail.co.uk Client Services Executive Beki Rodrigo - beki@modernretail.co.uk

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We’re web and eCommerce veterans – our agency starting way back in 1997…

We remember when Pulp sang about ‘waking up in the year 2000’ back when that watershed year was still some way off.

Here we are then – 2020 with lots of new and exciting things happening and a real sense of purpose about where we want to go next.

I suppose we’d still refer to ourselves as a boutique agency – and I think that’s a great thing.

We’re small (ish) – 15 happy souls, a stable, dedicated team of digital artisans, adept at scoping and delivering on technical eCommerce projects – the ones that require real experience and know how, the ones that involve bespoke new development or complex integrations with offline business systems.

We’ve got some heavyweight eCommerce experience, working with the likes with Danish footwear brand Ecco.

We have worked with Ecco in the UK for years, we’ve helped website revenues grow significantly, we’ve integrated the website with Microsoft Dynamics and evolved it to work ‘hand in glove’ with 40 Ecco stores around the country – so that web orders can be fulfilled from store stock, by store staff using the website (the website intelligently routes orders to the most appropriate store based on stock holding and proximity to the delivery address) – thus fully flexing the product inventory available online and growing sales accordingly.

More recently we were appointed by high end bed and mattress retailer And So To Bed – they had grown very weary (pun intended) of a creaking Magento site and wanted a more custom development – very much our stock in trade.

In addition to delivering an enterprise level eCommerce website this project is of interest (because it saw us

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drawing on our award winning and pioneering work for FootBalance UK -https://www.iconography. co.uk/news-eCommerce-AwardsWinner-2019). In a nutshell our core web platform has been extended and offers an integral EPoS for use instore, by retail staff using tablets..

This is an online and in-store/face to face retail system – a single coherent system, not reliant on integrations – this removes so many hassles, limitations, hiccups, work arounds and fudges – the stuff of many integrations – at a stroke!

This is what has got us animated and energised for the future.

We’ve spent years working on integrations – integrating lovely, flexible eCommerce websites with dusty, creaky, gas powered, old legacy retail management software – indeed many of these systems seem to us to have been written around the time that Mr Jarvis Cocker penned Pulp’s classic (to which I referred earlier) ‘Disco 2000’.

We think we have a fantastic proposition for small and medium size retailers, independent retailers and direct-to-consumer (DTC) brands who are looking for pioneering, progressive retail solutions which reflect the paradigm shift that has occurred since the start of the century in terms of retail reality, the High Street and modern consumers’ expectations and behaviours.

The benefits of using EPOS systems in retail An EPOS system is much more than a place for customers to pay. When utilised correctly, it can bring countless benefits, helping retailers to run their business more effectively and smoothly. Here are just some of the reasons to make the most of your EPOS system, if you aren’t already doing so.

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Accurate reporting

Cloud-based access

An EPOS system can accurately collect data in real time, removing the risk of error which is often associated with data input. By relying on your EPOS system to provide reliable data, sales reports can be generated with ease, helping to highlight sales figures, highperforming stock and profit margins.

Data stored on the cloud can be accessed from any location, meaning you don’t have to be instore to check inventory levels or track sales recorded by your EPOS system. When protected properly, this can give additional security, meaning there is less risk of losing data to system damage or viruses.

Real-time inventory tracking EPOS systems create the opportunity to track inventory levels across various stores with ease. A number of factors make traditional methods of stock tracking more challenging, including the increasing number of items being returned and the ability to click and collect instore. These can be easily overcome using an EPOS system which has the capability to monitor the number of items instore, instantly recording sales, returns and changes to levels of stock.

The benefits of using EPOS systems to simplify business operations, log data and improve customers’ experiences are endless. This makes it more important than ever before to understand the full functionality of your EPOS system and exactly how you can make the most of it.

Customer satisfaction Customers seek streamlined, fast checkout experiences, with customer service also playing a large part in making their purchase memorable.

EPOS systems can facilitate stock checking on the spot, giving staff the opportunity to ask customers if they found everything they were looking for. With quick access to stock levels, where it can be found, and even organising home delivery if the item is not instore, this can help retailers to upsell, increase sales and impress customers.

Contributor: Holly Worthington

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RFID: the future of shopping?

What is RFID? Radio frequency identification (RFID) has proven itself as an innovative technology which can grow retailers’ bottom line and transform the way people shop instore. An RFID system requires tags, which can be embedded in hangers, stickers or even in the items on sale, and readers to understand the information collected.

Contributor: Holly Worthington

Retailers are able to benefit from having happier, more informed customers through the use of RFID, as well as being able to collect more data about instore behaviour and products.

How can RFID be used to revolutionise the checkout experience?

Items can be scanned more easily using RFID, for example, if they were to be scanned from a distance, as opposed to the more time-consuming method of scanning individual barcodes. Another possibility is for products in a basket or trolley to be linked to customers’ accounts, using this as a payment method.

What is your least favourite part of shopping? For most people, it’s the queue to pay. RFID is being seen as an alternative to the traditional checkout experience, with experts suggesting that the future will see the world of retail move away from having physical checkouts.

How else can RFID be used?

The Amazon Go store hit the headlines as it was revealed that an entire store could be run without checkouts. Using a combination of RFID, cameras and sensors, Amazon created the opportunity for shoppers to scan their phone on the way in, take whatever they wanted from the store and walk out. The store used this innovative technology to automatically charge shoppers through their Amazon account, sending them a digital receipt.

Retailers can also follow the movements of RFID tagged items to identify the most common areas for browsing, the routes people take around the store and patterns in customers’ interests. This information can help retailers to understand where to place their most profitable items, based on the most visited sections of the store.

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Using RFID as part of the checkout experience is only one use. RFID can be used to track inventory instore, keeping stock levels up to date and linking to systems which can automatically replenish when inventory hits set safety levels.

One of the most innovative uses of RFID is the ‘magic mirror’. RFID tags can flag when items are brought into

changing rooms, linking to interactive screens in each cubicle. These screens can then be used to promote similar items of clothing, different colours of the same product, or even allow customers to request different sizes of an item to be brought to the changing room for them.

The movements of RFID tagged items can enable more informed purchasing decisions for retailers. For example, if you can see that a specific item is often taken into the changing rooms, however it is only purchased 3% of the time, you may be able to understand that the product does not fit as most people expect.

Benefits of RFID: • Reduced pressure on staff • Less time-consuming for customers • Can be used to inform customers • Interlinks with security systems • Provides real-time inventory data

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Growing business with RMS

Contributor: James Lenaghan Managing Director RMS T: 0800 138 0050

With OpSuite EPoS we are proud to offer the premier retail management solution in the marketplace. This fully integrated system seamlessly controls products, pricing, orders, customer records, suppliers, inventory and will link to accountancy systems, marketplace and eCommerce stores.

We thought it would be a good idea to illustrate the many benefits of OpSuite by looking at an industry scenario to show you just what it can do in a normal working day. This Farm Shop does not actually exist but this type of operation and its complex daily requirements certainly do!

Farm Shop scenario Cashier Judy arrives and gets ready for another busy day, as she opens the till it is helpful that it has a prepopulated ‘default’ float.

Judy has her own username on the system along with everyone else, meaning that everyone has their own unique log in. This helps track all transactions and customer journeys, useful if there is a refund.

As customers arrive, the system can process each transaction by cash or card seamlessly. Many customers pay by card and because the system is fully integrated this means that it speaks to the card machine, speeding up the process, removing the possibility of errors that can come from manual keying.

A customer phones to buy a hamper, because the system is fully integrated with the card machine, a customer not present (CNP) transaction is easy and fast to process and once again it removes the possibility of errors in manual keying.

A customer comes in for a refund, this was part of a larger purchase but because partial refunds are easy with OpSuite, the transaction history was simple to find and the customer received a refund on their card in no time. And because the system is linked to inventory, the returned/damaged goods are recorded automatically.

Judy heads off for her tea break before handing over to Shop Floor Assistant Jack, who quickly logs in using his unique user number.

Since the weather forecast is promising hot weather, there is an increased demand for picnic supplies from the deli counter along with barbecue meat and cases of beer!

Because Challenge 25 is built in to the system, Jack can automatically check if the customer can legally buy alcohol.

As one of the country’s leading suppliers of retail solutions, RMS have been providing EPoS systems and specialist software to our diverse range of clients for many years.

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Combinations of fresh produce that are sold by weight are a breeze to deal with. Because OpSuite is fully integrated to Avery Berkel scales, Jack can simply scan the items from a printed label.

With fresh items in big demand, the ability to weigh loose items at point of sale is a big advantage for the team of cashiers and it is easy to manually search and add items. No bar code no problem!

As Judy returns, Jack heads back onto the shop-floor, he also uses a handheld device to do stock taking and later in the day he will also use this to do price reductions on fresh products to be sold that day. This also enables him to quickly print off labels for marked down stock items.

Jack also helps customers to find items that might appear to be out of stock, a customer is looking for a bulk supply of gin which they are buying as gifts. Jack checks stock at the and arranges for the bottles to be ready for collection the next day. This means that the customer is happy and a valuable sale is not missed. During the transaction Jack also takes the opportunity to persuade the customer to join the loyalty scheme, and he can quickly sign up the customers at the point of engagement via his hand-held device.

Back at the warehouse the team are picking and packing items to make up and fulfil the online orders from the website that have come in the previous evening and are getting these ready for courier delivery along with the order from Jack for customer collection the next day.

The team at the warehouse can also update store product descriptions and this information is also used in the online too.

Back on the checkout, Judy can easily process Gift Vouchers when customers are paying for their goods.

She can also sell Gift Vouchers and produce Gift Receipts if the customer requires them.

OpSuite also has the ability to offer ‘table management’, with modifiers to the order automatically going through to the kitchen as a printed order.

The back office team use OpSuite to check the dashboard for notes and alerts on price changes and cost changes and they have the ability to respond accordingly. This is carried through to all retail points of contact automatically.

The finance team use the system to run sales and stock reports whenever they want, helping them analyse the most profitable parts of the business and make adjustments and projections.

An omni retail solution As you will see in this scenario, businesses which have various facets to them are omni retailers and they require an omni retail solution.

This example only scratches the surface of what is possible but it does help to explain why it is a firm favourite with businesses that offer omni channel retailing.

If you would like to find out more about OpSuite and what this premier retail solution can do to help grow your business, please do get in touch.

Even out of hours, buyers or product managers have the ability to create purchase orders to replenish the stock and to receive purchase orders. They can also change item information en masse across the whole operation.

New customer information is automatically added to the system and this information is used by the marketing department on targeted promotions in the future, OpSuite complies with the GDPR regulations.

The back-office team can use the price reduction module to mark down produce as required, considerably helping to reduce wastage.

Because the warehouse stock is fully integrated with the shop, stock can be tracked 24 hours a day and a sales opportunity like this is never missed.

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Upgrade your POS hardware with Star

With over 30 years’ experience providing POS hardware to major high-street retailers as well as independents, Star is widely acknowledged as the leading hardware innovator in the move from traditional POS terminals to tablet POS featuring lower cost hardware that can be mobile or fixed and easily upgradable as a business grows.

With software that is flexible, low cost and progressively scalable according to individual business needs, tablet POS and mobile payment has grown in popularity amongst retailers of all sizes.

So how can tablet POS help your business? Reduced investment costs, easy setup and flexibility to immediately react to market changes, not to mention greater efficiencies, are just some of the benefits. With reliable, stylish hardware a tablet POS solution is not only low cost but offers a wide range of features to enhance your business including improved flexibility, reliability and connectivity to process transactions across the store.

Cost-effective and flexible Tablet POS Making the transition to tablet POS is an investment, particularly for independent retailers. Recognising this, Star has developed the compact and stylish mC-Print™ series featuring 58mm and 80mm print width models with the unique functionality of up to 5 hardware and software interfaces.

These include traditional and innovative Cloud technologies able to control select USB connected

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peripherals - all at a much lower cost than previously available on the market. Stylish and compact, mC-Print precisely meets the needs of an omnichannel environment by providing a future-proof solution for a seamless transition from traditional to tablet and Cloud-based POS.

Making the transition to Cloud-based POS Ideal for applications across retail including Click & Collect in-store orders, event ticketing etc, Star’s CloudPRNT™ technology for remote PC-free printing of receipts and tickets directly from a web server to connected Star mC-Print2 or mC-Print3 printers is a low cost and versatile Cloud printing solution.

In fact, the entire mC-Print series is Cloud-ready including the entry-level, lowest cost 58mm mCP20 with LAN and USB interfaces. Other models in the range offer additional Bluetooth connectivity, direct communication and charging with Apple iOS devices via the Apple supplied Lightning cable as well as 2 USB host ports for local or cloud-based peripheral control of Star’s SCD222 customer display and a range of 1D and 2D barcode scanners or RFID devices etc.

Star SteadyLAN™ for reliable connectivity with iOS devices One of the potential obstacles to tablet and Cloud-based POS can be unreliable or intermittent WiFi connectivity. However, Star’s unique SteadyLAN™ technology provides direct cabled control of the printer and attached peripherals as well as Ethernet provision to iOS devices from the wired Ethernet port of the printer.

By simply connecting the iPad to the Star mC-Print™ printer (mCP21LB, mCP31L or mCP31LB) via the standard Apple Lightning cable, or USB-C for iPad Pro, and connecting the printer to the Internet via a wired LAN connection, the iPad is able to connect to the Internet without

WiFi communication. Furthermore, the iPad can communicate with the printer via the Lightning cable and the printer will also charge the iPad. mC-Print SteadyLAN technology is ideal for both fixed station and hybrid tablet POS in which the tablet can be docked to charge and receive reliable network access but undocked when required with uninterrupted operation.

If the tablet is undocked from the printer then it will simply start using WiFi, if available. Connecting to the printer is still possible on the same IP address and will continue seamlessly.

Bluetooth can also be used to control the printer if a Bluetooth printer model is installed.

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Extensive range of POS printers Whether you are currently using a traditional POS solution, upgrading an existing tablet POS system or looking for an upgrade path to the Cloud, Star offers a complete range of POS and mobile printers that can be tailored to individual requirements.

For a feature-rich, cost-effective solution the TSP100 futurePRNT™ series has been widely adopted across retail and is renowned for its broad range of features including free-of-charge futurePRNT software which is available across the entire series. A variety of software tools provide instant couponing as well as receipt re-design. ECO features are also included with both horizontal

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and vertical text reduction, a unique paper-saving 3mm top margin facility as well as a print on demand function allowing you to effectively reduce paper consumption.

The series continues to expand and evolve with the introduction of Bluetooth, LAN and wireless LAN models that accompany the USB versions and the latest game changer TSP143IIIU. As well as working with a traditional POS terminal as a standard USB printer for Windows, Android, Linux and MAC, the TSP143IIIU printer (as with the mCPrint series) has the unique feature to simultaneously communicate with and charge an iPad directly via the Apple-supplied Lightning cable for reliable USB communication. With a 4 year warranty including print head and cutter, the TSP100 series offers unrivalled reliability.

Conscious that many independent retailers often require a compact POS system, Star offers a combined Bluetooth printer and cash drawer solution. Stylish and lightweight at just 10cm high and 30cm wide with a

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polished sleek design, mPOP™ can add a finishing touch to any retail outlet.

Alternatively, if space is limited it can easily be placed under the counter for enhanced space-saving and security.

Available in black or white, mPOP can be purchased with a plug and play scanner, customer display and with 4 USB ports additional tablet, phone, scanner etc charging is available from the one cable. Please visit www.mpop. com for a list of compatible POS and payment software.

Please visit www.Star-EMEA.com for more information on Star’s extensive range.

StarEMEA starmicronicsemea company/star-micronics-emea StarMicronicsEMEA starposprinters

Compact mobile printers for receipting and labelling Easy-to-use with simple paper loading, long battery life and rugged design, Star’s range of small Bluetooth mobile printers are ideal for printing high quality receipts and labels directly from tablets and smartphones while on the move. For enhanced flexibility, the range includes micro USB charged Bluetooth 4.0 mobile printers that can connect with an Android or Windows device or multiple iOS devices simultaneously.

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How to leverage tech instore Retailers are investing more than ever before in technology, with 55% of senior retail executives from the UK focusing on bringing technology instore.

There’s no denying that there is a growing importance placed on keeping up with technology trends, but which forms of technology are actually beneficial for brick-andmortar stores, and how can they be implemented?

The purpose One of the most common mistakes is introducing technology for the sake of it, without any strategy or planned benefit for customers. Decide on your aims first, then look to achieve these creatively. Here are some of the ways you can install cutting-edge technology, bound to impress.

QR codes An enormous 75% of Senior Retail Executives in the UK are looking to invest heavily in mobile, with QR codes proving a popular method of improving customer experience.

When scanned on a phone, a QR code can take customers to a review page of each product, helping them to make more informed decisions, or even access specific information.

Not only do QR codes work to bridge the gap between mobile and instore shoppers, but they also provide an area where large amounts of information can be shared and interaction can be incentivised.

• R un competitions where those using QR codes can win prizes • E nable customers to check stock from their phone

Mobile POS systems Introducing a mobile POS system can increase footfall, capturing the attention of shoppers who may be deterred by a queue.

By taking cashiers out from behind the till and having them take payment from anywhere within the shop, customers can be confident that they can quickly come instore and make a purchase conveniently.

• C ashiers can guide customers through payment • E ncourage interaction throughout the store • E liminate queues and provide a personal touch

Augmented reality and virtual reality Augmented reality (AR) and virtual reality (VR) have both been proven as valuable pieces of technology, working to enhance a customer’s decision to purchase. While it can be reasonably costly to install, the potential benefits or AR and VR are significant.

Linked to a screen, tablet or headset, consumers are able to visualise products which they wouldn’t otherwise be able to, speeding up the decision-making process.

• C reate a VR showroom where customers can view products in situ • E nable customers to view items in detail without taking up valuable space • U se VR headsets to tie into a widespread campaign and increase publicity • U se a front-facing camera and AR to show different glasses on customers

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“One of the most common mistakes is introducing technology for the sake of it, without any strategy or planned benefit for customers.”

Tablets

Interactive activities

The use of tablets can bring numerous benefits to retailers. Make data capture simple by encouraging customers to sign up to rewards and loyalty programs instore. These screens can also be used to retain business when products are out of stock, making it easy for customers to order unavailable items and pick up without even having to queue.

Nothing engages consumers more than an interactive display, especially when it’s on brand. Get customers competing, whether it’s through digital leaderboards or on-screen challenges which are linked to what you sell.

• Sign up to loyalty programs for discounts • Order for click and collect on a chosen date

Integrating with social media Tie in customers’ online and offline journeys by integrating social media into your store. Encourage interaction on social media by promoting positive news instore, and make customers feel their opinions are valued by including their preferences in displays.

• C reate a leaderboard for a brandspecific challenge • U se screens and interactive floors to excite customers Without doubt, the main focus when introducing technology should be on the benefits it brings, as well as how it fits into the customer journey and improves their overall experience.

• C reate a ‘tweet of the day’ screen where you share positive reviews • P romote your number of followers and competition winners • D edicate a section instore to selling the ‘most liked’ products on Facebook • Have customers write feedback instore and post pictures on social media

Contributor: Holly Worthington

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From just £15 per month POSCore EPoS Solutions

Scalable, modular and affordable • • • • • • • • •

Scales with your business, add and remove features at your convenience Easy integrations with payment, accounting and e-commerce systems No reliance on internet connection No minimum contract terms Everything is customisable Intuitive and easy to use Free training for life

Delivering products to fit our customers, not shaping customers to fit our products

It’s as simple as 1-2-3...

Step 1: Pick your software Core Features

Product Management Inventory Management Multi-Store Management Dynamic Sales Reporting Integrated Card Payments £20 per month ( 1 POS )

or

User Access Controls Offline Mode Save & Recall Basket Discounts Customisable Receipts

Additional Features Loyalty Promotions Label Printing Table Service eReceipts Gift Vouchers

£15 per POS, per month ( 2 or more POS )

Multi-Purpose Interface Advanced Customer Display Staff Clock In & Out Payment on Account Kitchen / Bar Displays Stock Management

£5 per month ( per additional feature )

Step 2: Customisations We deliver products to fit our customers. If something doesn’t quite flow the way it needs to in order to fit your business just let us know and we’ll change it for you! ( Prices vary depending on your requirements )

Step 3: Pick your hardware You have the freedom to choose hardware to suit your business, whether that be working with us to procure new hardware or making use of your existing hardware. ( Prices from approx. £500 for a tablet, cash drawer and receipt printer )

We’re with you all the way...

We offer full support from the day of installation, along with training for life on how to use the solution for all of our customers, free of charge. Moving forwards, we can offer you a variety of support packages to suit your business needs.

Making the most of Amazon as a marketplace

“We did a study with 150 keywords and we found that for 120 of them, above the fold they were only paid results.”

Marketplaces continue to go from strength to strength in the world of retail. Modern Retail had the pleasure of speaking with Franz Jordan, Founder and CEO of Sellics.

Franz spoke about the ways in which Amazon is rapidly growing as a marketplace, and how retailers can make the most of the opportunity to succeed in ecommerce.

Here’s what Franz had to say about everything sellers need to be successful on Amazon:

scrolling is the paid results. So if you want to be visible then you need to run paid campaigns.”

MR: Why is Amazon such a popular marketplace?

MR: How effective is a paid Amazon campaign?

FJ: “In my opinion, there are three things which make Amazon stand out as a marketplace. The first is selection, as Amazon has the most products. The second is price, as they are typically the cheapest, or certainly one of the cheapest. The third, and possibly the most important is Prime.

Amazon is the only platform that really has control over delivery and this is a key part of the customer experience as a consumer. Prime members order 5 times more than non prime members, so once customers make this commitment, the number of purchases increases too.”

FJ: “It depends on how you measure effectiveness. In terms of driving sales, it is certainly very effective.

Most of our customers drive between 30% and 50% of their total revenue on Amazon from PPC. In terms of effectiveness in a sense of how good the return is, it depends.

We see categories where it is very effective. Think about supplements for example. It is a super competitive category so on the first sale, you won’t necessarily make a profit.

However, in the supplements space, the assumption is that the person will not just buy it once. Every other week, they will buy it again.

MR: Why should a retailer run an Amazon PPC campaign?

FJ: “Over the last couple of years, in the top spots on the Amazon search results, the paid results have replaced organic results. We did a study with 150 keywords and we found that for 120 of them, above the fold they were only paid results. This means if a consumer is searching for a product, the only thing they will see without

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“Overall, it is certainly working, but it depends if you just measure the first sale, or if you measure the sales which come afterwards. We manage several hundred million dollars of ad spend through our software, so we’ve been able to track the market with large and small clients as well as agencies, so from 2017 onwards it’s been a huge topic on Amazon.”

MR: How has the growth of ecommerce changed things?

FJ: “Ecommerce fundamentally has brought a lot more transparency and competition. These two things have increased the quality level across the board. With shipping, Amazon offer one day or two hour delivery. There is competition when it comes to prices and also the products. These days, if you want to be successful on Amazon, it’s not just about going out to some factory in Asia, sourcing any product and putting it online. It’s really about how you can differentiate the product, and what can you change with that product, building a specific product that is different. There are so many that are similar that you have to work hard to make it stand out.

As a consumer, that’s great because you have so much choice and better service. As a brand, ecommerce is making it more difficult and raising the bar.

“The way I look at ecommerce is that if you think about the funnel, Google has been at the top of the funnel and Amazon has always been at the

bottom of the funnel. So you would search on Google, click through on links and end up buying on Amazon at some point. Over the past 10 years or so, when consumers keep searching on Google and ending up on Amazon, people have started heading straight over to Amazon instead.

Amazon has been working its way up in the funnel and replacing Google as a search engine, so the entire journey can now happen within one platform.

It’s changing the requirements you have for a team as you must have a team which take care of the entire funnel or journey. You would previously have a marketing team that was in charge of Google and then you had a sales team in charge of Amazon. Now the team must cover the whole journey which makes it a lot more complex, but it means you can re-optimise this and there is no broken process. The people on Google wouldn’t care so much about what happens afterwards, and now it’s a lot more closely linked to the entire process, so it’s causing a lot of changes for brands.”

Contributor: Franz Jordan, Founder and CEO of Sellics

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Live chat to revolutionise online experience Live chat has been proven to be one of the most successful forms of customer service, growing in popularity amongst retailers.

When compared to other methods of sales support, live chat comes out on top. A staggering 42% of customers prefer to use this feature, rather than any other form of communication to resolve queries.

As the demand for instant responses grows, consumers report the highest levels of satisfaction when using this feature. When responding to queries, live chat typically results in 73% of site visitors being satisfied, compared to 61% for email and 44% for customer service over the phone.

It’s not only customers who benefit from the use of live chat. Customer service software company, Kayako, report that 79% of businesses say it has a positive effect on sales, revenue and customer loyalty.

Today, over 30% of customers expect live chat on a website. This figure rises dramatically among mobile users, with 62% of those on a mobile device expecting it to be available.

Here are a few ways to implement successful live chat features on your site.

Make it easily accessible Don’t bury your live chat within help and support pages. Gain a reputation for being customer-focused and let site visitors immediately know that you are on hand to answer any queries they may have. Create eyecatching pop-ups or clearly labelled sections to create an instant sense of trust. Customers are far less likely to abandon a purchase when they are reassured that they can communicate with the company during their journey.

“Today, over 30% of all customers expect live chat on a website. 62% of people on mobile devices expect it to be available.”

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“When responding to queries, live chat typically results in 73% of site visitors being satisfied, compared to 61% for email and 44% for customer service over the phone.”

Respond quickly Don’t keep potential customers waiting. The immediacy of response is important, with 42% of people saying that not having to wait on hold is one of the biggest benefits. Where it’s not possible to have a customer service agent respond immediately, create automated messages to begin the conversation.

Not only will this make customers feel they are valued, automated messaging can keep users occupied through welcome messages and answers to FAQs. Ensure you do not keep those on your site waiting too long, as 84% of consumers have given up with on-site communication due to slow replies or unsatisfactory responses.

Gather relevant information Gathering relevant information can reduce the time spent responding to questions, helping to fast-track queries and improve efficiency.

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From customers’ names to order numbers, you can choose the most relevant information to understand ahead of the conversation. This can be automated, meaning the most important information is collected while customers wait for an agent to be available.

Visitors can even be filtered, directing queries to the relevant customer service assistant by having them select the service they require.

Make it personal Introduce the customer service agent with a name and picture, coming across as customer-centric, as opposed to a faceless brand.

Find out the user’s name so the conversation can be tailored to create a more personal feel to responses. To save time, this can be done through automated messaging, asking before the customer service agent enters the conversation.

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Keep it on brand

Use feedback to improve

Communication should remain consistent with your brand identity.

An example of this is jewellery retailer Goldsmiths, who introduced video chat with sound. This was done to merge their personalised instore service with the digital world, encouraging online purchases from those who prefer an experience.

Understand your customers’ preferences, helping to improve future service. Request feedback at the end of chat sessions to understand areas for improvement and put these into action moving forward.

Create memorable communication As well as providing a high level of customer service, give users the option to receive a copy of the chat session. This valuable action is only offered by 55% of companies and means consumers are able to refer back to the conversation dialogue with ease.

Offering one-to-one interaction and timely responses to questions, live chat is expected to continue its rapid growth. According to SuperOffice, it is expected to grow by as much as 87% in the next year.

If you’re not already making the most of this feature, what are you waiting for? It’s time to put these tips to the test.

Contributor: Holly Worthington

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EPOS for successful stock control EPOS systems bring the opportunity to create collaboration between systems, collecting data which can be used for the likes of CRM management and accounting.

One of the most common benefits of an EPOS system is the ability to control stock levels with inbuilt inventory features.

Here are some of the ways your stock control can benefit from the use of an EPOS system.

More accurate data Storing all data in one EPOS system reduces the risk of error, as there is no need to transfer information from one system to another, regardless of whether you have multiple locations or not.

Having one central location where this information is stored means you are able to view your available inventory, in real-time, whenever you choose.

In-depth reporting Many of the best EPOS systems are able to create reports from the data they collect. This can help retailers to easily spot trends and see more visual

overviews of stock insights. Data can be easily compared using this method, making it easier to spot company growth, or changes in the market.

Fast decisions with real-time data EPOS systems are able to calculate and record data immediately, meaning there is no delay in information and retailers are able to make a quick decision based on the data. With retailers often having a combination of online sales, instore sales and click and collect orders, it is vital to keep track of your stock levels. EPOS systems with the ability to monitor stock control can not only improve efficiency, but free up staff time.

There are even methods of setting up automated responses, informing retailers when stock levels hit a

“EPOS systems can calculate and record data immediately, meaning there is no delay in information.�

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specified level. By doing this, you are able to ensure you do not run out and place an order to replenish stock immediately.

Opportunities for automation Stock control can be simplified through the setting up of automated actions. Saving time and making sure specific processes are followed, EPOS software can automate orders, reordering when systems track that stock has reached a set safety level.

There are many more factors which can be taken into account on an EPOS system. For example, some are able to facilitate promotions on set dates, or even begin and end when specific quantities of products are sold.

With many different ways to improve your stock control through utilising an EPOS system, it’s time to explore the features of your existing system, and research whether other EPOS systems could bring additional benefits.

Contributor: Holly Worthington

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Social media for customer service Social media has great value for retailers, and is forming an increasingly large part of customers’ overall perception and experience of a brand.

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“Customers spend 20% – 40% more with companies that engage with customer service requests on social media.”

When it comes to customer service, 67% engage with brands and businesses to seek help, as well as raising issues, queries and concerns.

The increasing number of people using social platforms for this purpose creates the perfect opportunity for any retailer to boost their sales while impressing potential customers.

Customer experience management company, Market Force, commented: “The emergence of social media has given consumers a whole new way to interact with the brands they love – and a forum to complain when brands disappoint. But what many companies have learned is just how powerful connecting one-to-one with customers can be when those consumers take the time to post.”

Treating customers well, responding quickly to feedback and showing a desire to deliver a high quality of service will build loyalty with existing customers and encourage first-time shoppers to make a purchase. On the other hand, ignored complaints and negative reviews online will create negative PR. While poor experiences may have been shared with friends or family in the past, social media has provided a platform for people to publicly broadcast their thoughts to a potentially unlimited audience.

With such a large percentage of consumers now turning to social media for answers to their questions, many will be satisfied by reading the answers to similar questions asked by others, reducing the number of inbound inquiries you receive.

Using social media as a platform for customer service brings unlimited benefits, increasing brand trust, growing reputation and giving retailers the opportunity to portray themselves as desirable.

Build rapport Create happy and returning customers by engaging on social media. Reply to questions and create conversation in a professional manner. This dialogue creates a memorable experience, helping to retain and gain new and existing customers, while building trust, rapport and brand loyalty.

Embrace negative comments While nobody wants to read or interact with negative reviews about their store, these comments will be made whether you have a profile or not. It’s far better to be in control of your PR, so respond quickly to complaints and show onlookers that you take pride in your customer support. The more efficiently you

resolve a dispute, the more likely you are to keep a customer, rather than sending them to a competitor.

Social listening Regularly check what consumers are saying about your brand online and use this feedback to improve service in the future.

• C ustomers spend 20% – 40% more with companies that engage with customer service requests on social media • 8 9% of retail customers go to competitors after poor customer service experiences • C onsumers are 71% more likely to buy based on a social media referral • 4 5% of consumers use social media to share bad customer experiences • 8 8% of people trust customer reviews as much as they would trust a personal recommendation

Contributor: Holly Worthington

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VR and AR to transform the retail experience

“61% of people have had their choice of shop influenced by those using augmented reality.”

Contributor: Holly Worthington

Technology is being increasingly used in retail, with virtual reality (VR) and augmented reality (AR) making the customer experience more interactive, captivating and informative.

The introduction of VR and AR has enabled instore experiences which would have previously only been possible through leaving the store.

Retailers which are at the forefront of implementing this technology will be able to intrigue and excite customers in a cost-effective and less timeconsuming way.

Virtual and augmented reality have various uses across different sectors of retail.

For example, a retailer could give customers a VR tour of a car using a headset, or even allow them to explore what a product would look like when built, before purchasing. Not only does this allow the customer to make informed purchase decisions, but it also means that retailers do not have to stock their larger products instore.

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AR is best used to overlay imagery on already existing settings; projecting different clothing and makeup onto shoppers instore, or showing what specific artwork would look like on a wall in the customer’s home. It helps the customer to envisage a product or item in the way it will be used.

A major benefit of VR and AR is that it gives customers confidence with a ‘try-before-you-buy’ approach.

According to Forbes, 40% of people are willing to pay a premium for a product if they can experience it first through AR. In addition, a survey showed that 61% of people have had their choice of shop influenced by those using augmented reality.

User experience is typically better when using AR and VR, due to its ability to personalise visits and provide engaging advertising.

Creating lasting, positive memories, retailers are able to make the most of VR and AR in a time where there is more of a focus on customer experiences than ever before. The industry is set to continue its rapid growth, with the global VR and AR market being expected to reach £1.2 billion by 2025.

How could your store benefit from the introduction of virtual reality or augmented reality?

“40% of people are willing to pay a premium for a product if they can experience it first through AR.”

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Thanks for reading.

For more retail advice & inspiration, please visit modernretail.co.uk