Revealed: The seven deadly sins of in-store connectivity…be a saint not a sinner!
Instore connectivity and customer-facing tech have now firmly entered the retail mainstream. If you’re in any doubt, just take a look at the findings from Vodat’s latest consumer research.
We interviewed 1,000 UK shoppers to capture the nation’s mood when it comes to connectivity and digital innovation as part of the bricks-and-mortar shopping experience.
Our findings show that retailers now have a cast-iron business case for increasing their investment in customer-facing tech and the digital networks needed to bring a broad range of in-store digital experiences to life. This tech ranges from Wi-Fi and interactive touchscreens to virtual reality and robotic assistants.
While in-store connectivity presents retailers with some golden opportunities to differentiate themselves from their competitors, our research also exposed the significant risks and pitfalls associated with tech that retailers must be avoid at all costs.
Here we take a closer look at the seven deadly sins of in-store connectivity.
- No Wi-Fi? No sale!
Wi-Fi is now one of the most mature forms of customer-facing technology. Shoppers rely on complimentary connectivity to do a wide range of things while they’re instore. This includes researching products, viewing online shopping lists, posting on social media and keeping in touch with work, friends and family. Wi-Fi is so integral to this patchwork of activities that more than half (55%) of consumers said they’d rather shop elsewhere if free connectivity wasn’t available.
- Dodgy Wi-Fi just irritates customers
Free in-store web access is a powerful sales tool, but it is easy to get it wrong and frustrate customers. The consumers we spoke to listed their biggest Wi-Fi gripes as: slow data speeds, lack of reliability, questionable security, complicated log-in processes and too much personal data needed for initial sign-up. Any one of these can drive customers away.
- Consumers don’t need more tech complexity
Customers want fast, frictionless interactions with technology. The moment tech makes an action or process more complicated, customers say they will vote with their feet. This is shown by the fact that 56% of shoppers say difficult-to-use self-service devices will cause them to abandon their basket instore.
- Retailers pay the price of faulty EPoS
Everyone in retail knows that customers loathe having to wait in line at the checkout, so why should they tolerate slow or faulty EPoS? Our research found that nearly two-thirds (64%) would abandon their basket and leave empty handed if an EPoS was faulty.
- Poor connectivity in general drives customers away
An even bigger proportion of shoppers (66%) said they would simply leave a store if it suffered from general poor connectivity, causing frustrating Wi-Fi data speeds, slow EPoS and buffering digital screens.
- Mobile EPoS is a sales winner
However, half (50%) of customers said a retailer that invested in the speed and convenience of mobile EPoS would actually encourage them to make a purchase in their store.
- Personalisation is a customer pleaser
And just under half (49%) said they would be more likely to buy from a retailer that offers product recommendations based on their previous buying behaviour.