Retailers look to customer flow technology to enhance in-store experience
New research has shown that four out of five senior retail decision makers think improved customer satisfaction is a potential benefit of being able to link customers to the most appropriately skilled sales person with 36% saying this is now one of their key investment priorities.
The Customer Flow in Retail report, conducted on behalf customer flow management specialist Qmatic, found that two out of five respondents currently had projects underway to improve the way they linked customers with the correct person or department.
Just over three quarters of respondents (76%), both those with and without development projects underway, said they would expect to see increased sales as a result. 41% thought a more efficient and streamlined store operation would be an important outcome.
David Anahory, UK CEO at Qmatic said: “As the retail environment becomes increasingly competitive, retailers are looking to CFM technologies to improve on-premises sales, boost operational efficiencies, drive customer satisfaction, and enhance in-store interactions with customers.”
Never Miss a Retail Update!The survey also revealed how digital media technology and self-service kiosks are being adopted by stores to help manage customer flow and enhance the overall shopping experience.
Almost half (46%) of respondents said they were looking to use digital media to direct customers to the correct person or department, while almost a third (31%) said they were working on using digital kiosks to assist customer choice. Regarding managing customer queuing and waiting, almost a third (31%) said they already had developments underway that involved media screens in waiting areas.
Anahory concluded: “How brands proactively manage the waiting experience and deliver on the brand promise by interacting with customers in a meaningful way generates measurable gains – including greater time spent in store, fewer ‘walk aways’ and abandoned purchases, and higher levels of shopper return visits – all of which add to the bottom line.”
