2013-05-25T02:56:37-04:00 Steve Rothwell http://www.huffingtonpost.co.uk/author/index.php?author=steve-rothwell Copyright 2008, HuffingtonPost.com, Inc. HuffingtonPost Blogger Feed for Steve Rothwell Good old fashioned elbow grease. tag:www.huffingtonpost.com,2012:/theblog//3.2284372 2013-01-02T19:00:00-05:00 2013-03-04T05:12:01-05:00

Steve Rothwell http://www.huffingtonpost.com/steve-rothwell/ 69% of UK consumers expect their mobile usage to increase by 2015, so this is only going to increase as we move into 2013. But, what will the year ahead hold for mobile and retail? Here are some predictions on what to expect and how to make the most of the opportunities coming our way:

1. Mobile will become the lynchpin of loyalty
Many brands and service providers, including the likes of Apple, Google, and PayPal, are making their first foray into the mobile wallet. As a result, UK users are becoming increasingly familiar with using mobile as part of their instore retail experience, for both payment and loyalty. Retailers are adapting their point of sale (POS) in order to accept these digitally savvy customers, and gather a wealth of data on actual behaviour in order to personalise offers and close the digital loop. With customers responding positively to the immediacy and convenience mobile devices bring, this type of retailer offer is going to grow rapidly in 2013.

2. POS will become truly mobile
New entrants into the payment market, such as Square, iZettle and mPowa, are giving retailers a whole new way to accept payment transactions via mobile devices such as tablets and smartphones. This is just as applicable to the large multinational retailers as it is to the local UK tradesmen. There will be less scrambling around for cash to pay the window cleaner in 2013, as mobile becomes an even more integral part of a transactional process for the digital and physical world. The launch of 4G will only accelerate this.

3. The retailer mindset will shift - enough of the omnichannel already
Phrases such as multichannel and omnichannel have become a central part of retailer jargon. In actual fact, there are just two channels, digital and physical. So the likes of Scommerce, Mcommerce, Ecommerce, and Tcommerce will be replaced with one universal term - Digitalcommerce (D). For retailers, Dcommerce will be essential for embracing customer engagement on any platform, across the digital and physical world to drive sales. In fact, instore Dcommerce will usher in a new era for payment, promotional marketing and loyalty as much as it will do for sales.

4. Showrooming will make its mark
Research in the US, by EKN, predicts that 80% of retailers will be affected by showrooming during the festive period this year alone. Furthermore, research from IBM also claims that mobile is a bigger purchase influencer than ever before. As the lines between the digital and physical worlds continue to blur it is true that retailers will find themselves competing not only with their neighbour on the high street, but with the growing number of online retailers too. However, this needn't be cause to panic and shut up shop. There's an opportunity in the year to come for retailers to step up and provide the knowledge and service instore that will translate into sales. From the basics of customer service, to the latest tech including interactive barcodes, mobile vouchers and coupons there's an array of tools available to bolster retailers' arsenal in 2013.

5. 4G will make its mark on the UK
From providing broadband to rural or isolated areas, to enabling high definition TV streaming over mobile devices the impact of 4G will be far reaching in 2013. We are also going to see more utility and entertainment brands launch software and apps that will allow people to programme their homes to run more efficiently. We're already seeing growing popularity for the likes of the Sky and British Gas heating app. People are going to become increasingly reliant on their mobile devices for everyday activity, from travel, and entertainment, to work. Moreover, it will enable the next level in machine to machine communication. Just think back to how the launch of 3G and the wide adoption of smartphones so quickly became the norm. Of course, the transformation that 4G will bring won't happen overnight. Price will be a barrier to entry in the medium term, but it will be overcome.

Advances in mobile technology look set to help change the face of physical retail as we know it. From engaging shoppers in-store via Wi-Fi, implementing augmented reality and barcodes, to digitally processing offers distributed via mobile, retailers have the opportunity in the year ahead to drive footfall and reach consumers in a more contextually relevant context than ever before using intelligent data. For those wanting to come out on top in 2013 the key will be to plan for the future now. It's going to be a case of survival of the smartest.]]> tag:www.huffingtonpost.com,2012:/theblog//3.2055279 2012-11-01T05:45:29-04:00 2013-01-01T05:12:01-05:00

Steve Rothwell http://www.huffingtonpost.com/steve-rothwell/
So, when the customer is still king and central to the success of retail businesses, the question remains - how can retailers create the kind of quality service and environment that attracts customers?

This is where technology comes to the fore, changing the face of the retail industry. From instore WiFi and augmented reality, to mobile coupons and vouchers, retailers have an unprecedented opportunity to engage with consumers in a more meaningful way. Here are some top tips for getting started:

Attract tech-savvy shoppers

Retailers must create the right touch-points throughout online, mobile and physical environments in order to welcome digitally savvy shoppers. Deliberately blurring the online and physical environments will ensure that customers have a consistent brand experience, no matter what the platform. For example, it's fairly straightforward to ensure a readily accessible shelf barcode is provided to take customers to a branded mobile site with relevant product reviews and additional information.


Stay one step ahead of changing retail etiquette

Advances in technology means that the margin on whether consumer make a purchase or not is much smaller - it's easier than ever to buy goods elsewhere, whether that be in a physical or virtual alternative. With this in mind, retailers need to make sure that the first impression they give consumers is the right one and the one most likely to incentivise a purchase.


Engage with consumers on social networks

Predictions from earlier this year claimed there will be 1.43 billion social network users around the world in 2012 - a 19.2% increase over 2011. The boom in social media activity offers retailers another platform on which to engage with consumers. It provides an easily accessible point of contact for a brand as well as a means of hearing and dealing with customer satisfaction/discontent directly, in order to maintain trust and shopping preferences.


Drive customer loyalty with cutting edge customer intelligence

The likes of social media, digital promotions, and smartphone analytics open up a new world of customer intelligence for retailers. To avoid getting overwhelmed by the sheer amount of customer data that's available, retailers must link all the channels together to identify trends in consumer behaviour. Once this has been done they can capture, manage and process it in order to build more accurate behavioural profiles. This means they can identify consumers with certain habits and target them in a much more sophisticated way.


Technology offers an undeniable opportunity for retailers and brands to better interact with consumers in a bid to keep customers happy. However, rather than being a replacement for human interaction, it is an enabler. Technology provides the data and communication platforms for retailers to better connect with their customers. The ones that get it right in the coming months will be those that fully commit themselves to delivering consistent customer satisfaction, no matter what the touch point.]]> tag:www.huffingtonpost.com,2012:/theblog//3.1908990 2012-09-24T08:46:20-04:00 2012-11-24T05:12:01-05:00

Steve Rothwell http://www.huffingtonpost.com/steve-rothwell/ Communications Market report.

Smartphone ownership is set to rise, with some 64% of UK shoppers owning a smartphone today, and this figure is expected to increase to 72% by the end of the year. With customers now connected to the digital world at any given time, or location they are, it should come as no surprise that mobile technology is transforming the way shoppers are behaving in store. For instance, we're seeing consumers increasingly consult their digital devices for alternative products, prices and stores prior to making a purchase. There's an obvious risk for retailers here, that their physical stores become nothing more than expensive product showrooms, where shoppers browse their products before making their purchases later on the web.

So just how much is mobile technology making its mark on bricks and mortar retailers? Well, Ofcom states over half of smartphone owners use their phone to improve their shopping experience, exhibiting behaviours such as searching for online price comparisons, scanning bar codes to get more product information and researching product features. According to the IAB, mobile devices are now the second most trusted source of information when a customer is in a retail store. With retailers losing out to their digital rivals when it comes to engaging with customers directly, it's no wonder that some high street retailers are viewing mobile technology as a threat. For the first time they are competing directly with their online rivals whilst their customers are in-store.

However, physical retailers don't need to wave the white flag yet. In truth, mobile technology actually opens up huge opportunities for them too. The key is to offer a single, consistent experience regardless across mobile, online or physical environments. Mobile is the only truly portable and connected platform that provides an immediate communication route to the customer in a way that is contextual and location-based. Developments to the UK's network infrastructure such as the planned roll-out of 4G, and the growth of in-store Wi-Fi, brings an opportunity to create a richer multi-channel experience that not only satisfies the demands of the 'ROBO' shopper, but brings added benefits for retailers too. But, what do retailers need to consider in order to make the most of this opportunity?

Incentivise customers to purchase now with relevant offers
Currently, nearly half of smartphone owners successfully find and use discounts to cut their shopping bill in-store, and 74% of customers would be happy to receive promotional offers if logged into the store's Wi-Fi network. Using mobile technology to deliver offers not only means the customer is incentivised to make a purchase immediately, but also provides the opportunity to capture CRM data for remarketing purposes. The key thing here is for retailers to ensure they can not only digitally distribute these offers but also digitally redeem them whether that's in an in-store or in a digital commerce environment.

Create the necessary touch-points across online, mobile and physical channels
If customers are looking for product reviews or features, it's fairly straightforward to ensure a readily accessible shelf barcode is provided to take customers to a branded mobile site with relevant information available. Taking simple actions like this ensures that retailers are ready to welcome the digitally savvy shoppers.

Take advantage of developments in improved data infrastructure delivered via 4G or in-store Wi-Fi
Retailers must move with the times and invest in faster data connections that allow faster geo-targeting and richer digital environments. The likes of localised augmented reality gives retailers a golden opportunity to provide consumers with a second-to-none in store experience that seamlessly integrates with their mobile consumption habits.

As connectivity conditions improve, smartphone ownership grows, and the number of 'ROBO' shoppers on our high streets rises the onus is on the retailer to provide the right environment for the consumer if they want to reap the benefits. The opportunity to nurture a new breed of loyal, repeat customers and increase sales in the process is well within reach of the retailer who takes the right steps.]]> tag:www.huffingtonpost.com,2012:/theblog//3.1759127 2012-08-09T06:05:31-04:00 2012-10-09T05:12:04-04:00

Steve Rothwell http://www.huffingtonpost.com/steve-rothwell/ The latest vacancy rates rose to 14.6% in June, the highest level on record, and the latest reports claim that high street stores are suffering as shoppers stay at home to watch the Olympics. While physical stores seemingly struggle the grass certainly looks greener for online and mobile commerce channels, with a 359% growth in sales via mobile reported for the last year, and an expected 13% increase in online sales for 2012.

Increasingly customers are demanding that retailers better integrate digital technology into the overall shopping experience, creating a single consistent experience regardless of the physical location or channel customers use to engage with them. Mobile is well positioned as a key enabler for this, as it is both the only truly portable, connected technology that can capture customer behaviour, and that customers can access, in every channel of the retailing experience.

More conservative retailers may see mobile as a threat to the high street, offering those hunting for a bargain the ability to price-check goods on their mobile phones whilst in store - a quarter of smartphone users are already doing this. Feeding the intrusion of online competitors into the bricks and mortar retail space clearly threatens to impinge on a retailer's bottom line. You can see why some may be fearful, but ignoring this trend will only worsen their predicament.

For those retailers with a bricks and mortar estate who are willing to embrace mobile technology, their fate is not sealed. Google recently revealed that 95% of smartphone users research products via their mobile device, with 24% continuing to purchase items offline. So, there is a positive connection between consumer research behaviour and instore purchase.

In some cases we're even seeing virtual shops taking physical form, such as eBay's pop-up outlet in Soho at Christmas last year, and Tesco's interactive virtual store that has just launched at Gatwick Airport. As mobile technology and internet retailing continue to join forces, there is an opportunity for physical retailers to adapt and succeed alongside the change, but what steps can they take to capitalise on this change?

1. Give shoppers a reason to buy the product from you - immediately
Shoppers are increasingly using mobile to make price-led purchasing decisions, but mobile also offers retailers a real-time response. Mobile technology can be used to deliver both push and pull discounts, value-add or loyalty offers, and gives retailers an automated data collection method that can be used to build better CRM databases. This information can then be used to deliver personalised and relevant communications that enhance the consumer shopping experience and keep them coming back.

2. Harness tech developments at Point of Sale
Retailers need to have the correct technology instore to capitalise on their customers' digital behaviour. For example, being able to accept digitised communications for transactional purposes, such as coupon codes, without the need for separate physical 'proof' (i.e. paper) gives retailers the ability to provide an incentive to purchase in line with their customer's digital behaviour.

3. Consider mobile as the lynchpin of multichannel retailing
Retailers can encourage increased footfall by intentionally blurring the boundaries between digital and physical retail. For example, the recent launch of PayPal inSTORE in Aurora Fashions' stores has enabled customers to pay for items in store using their PayPal account, or process refunds and exchanges in-store using the original PayPal tender.

4. Use mobile capabilities and consumer behaviour to your advantage
The natural functions of mobile phones make them extremely valuable tools for bricks and mortar retailers. GPS functions can be used to deliver localised store information, whether initiated through search, wifi connection or apps. Furthermore, the likes of SMS, QR codes, Augmented reality and in the near future NFC instore can deliver things such as product information/uses, pricing, offers etc whilst keeping the customer in your environment both online and offline.

5. Act now
Time is of the essence. Retailers must start taking advantage of this trend now if their physical stores are to survive. Essentially, the mobile, online and physical shopping experiences need to become seamless, and quickly.

The story's far from over for the British high street. Retailers simply need to commit themselves to moving with the times and embrace the technology that's on offer to them today. If the right steps are taken now then the UK high street can get tomorrow's profits moving in the right direction and re-establish its place within the retail industry.]]>