Retailers implement different technologies at their stores: from regular displays for quick orders to checkout equipment, which automatically charges customer’s card when they leave a store. But are all innovations profitable? And most importantly, do customers like them? Ustor team made a list of technologies implemented at smart stores and collected customers’ opinions on innovations.
Nowadays competition on the market increases rapidly: the number of trading platforms has doubled in the past decade. It’s getting harder to attract customers in stores, and that’s when innovations come in. How can one determine that a particular technology will work out and increase customers’ loyalty? Each innovation goes through a series of tests. Only after the assessment experts decide whether to implement a new technology or not.
How technologies are tested:
Imagine you get to visit a so-called smart store and to explore all its cool features:
CO2 detectors monitor levels of carbon dioxide in the room and tracks down ventilation issues. If your customers are barely moving and constantly yawning, then it might be due to poor ventilation. In some cases, improvement of air quality can stimulate sales rates.
Displays with lots of flashing advertisements irritate customers. But screens with personalized offers help them to choose the right product. Everything in a store should implicitly or explicitly demonstrate commitment to customers.
Facial recognition technology is one of the examples, when customers are not okay with innovations. This might be due to a sensitive legal aspect: a regular hash cannot yet be considered personal data, but using a 3D model of a person’s face and their name already feels unethical.
According to research, large number of cameras in a store can scare away customers. Yes, this might help a retailer to monitor availability and quality of products, but a person, who doesn’t know that, will meet this innovation with caution.
In 1995 a Nintendo VR console utterly failed, but nowadays this technology gains in popularity. Customers can use VR technology to buy things without having to leave their houses or choose furniture without placing it in their flats. However, customers dislike bulky VR headset. It’s easier to visit a store than to wear heavy equipment for hours. Another disadvantage is that a customer cannot touch a product. And sometimes that is the main reason we choose to go to an offline store. Nevertheless, developers improve VR technologies and make them more and more accessible. That’s why we will be able to see these technologies with a much broader set of functions in our stores in the nearest feature.
According to Deloitte data, sales rates in stores, which use innovations, has increased from 49% to 56%. Customers are still treating new technologies with caution but in a decade target audience will change. People, who were surrounded with technology since birth, will be the main customers and all these cameras, digital labels and smart terminals will be something casual to them. Choose new technologies for your store by analyzing current data, but also always try to look forward into the future.
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