Report: Personalization of store experience is key to retail growth
Palto Alto, Calif. — Personalization of the in-store customer experience will be a key objective for retailers over the next two years, according to two new Aberdeen Group reports sponsored by HP.
According to the 100 senior retail executives surveyed from industries such as apparel, grocery and department stores, 76% do not possess the technology tools or the business processes for executing web, catalog or special orders from stores. This challenge is being fueled by rising consumer expectations of rich, multimedia in-store shopping experiences.
The research advises retailers to make customer-centric store improvements that utilize digital signage, point-of-sale systems and kiosks to further in-store product information, promotions, sales and service personalization for customers.
“To remain competitive and profitable in today’s connected society, retailers must be able to engage with consumers at all points of service throughout the shopping experience with real-time, personalized information,” said Ray Carlin, VP retail solutions global business unit, HP. “HP’s broad technology portfolio, consumer insights and partnerships empower retailers around the world to deliver a more alluring and differentiated customer experience.”
According to the Aberdeen reports, interactive solutions located throughout a store will play an increasingly important role in delivering a highly personalized sales strategy.
In other findings:
- Forty percent of retailers reported plans to adopt digital signage to deliver the right message at the right time.
- Twenty-seven percent of retailers will look to deploy interactive solutions that enhance audio and video communication, which in turn will help shoppers find products more easily and provide retailers with another chance to interact with consumers.
- One-third of retailers surveyed also are likely to invest in kiosks designed for customers who want to experience web commerce and check inventory while inside a store, a key reason HP continues to innovate in customer-facing in-store technology.
According to the Aberdeen research, retailers that provide customers with this type of in-store activity (for example, the ability to place web or catalog orders in the store) are 1.4 times more likely to see higher than 80% customer satisfaction in stores, compared with retailers that do not provide cross-channel order capabilities in stores.
Sunrise MarketPlace teams with Mallfinder to launch new website
Citrus Heights, Calif. — Sunrise MarketPlace said Tuesday it has partnered with Mallfinder to launch a redesigned website promoting more than 400 merchants and services in the Citrus Heights, Calif., business improvement district (BID).
The new site, shopSMP.com, is intended to establish the online presence of Sunrise MarketPlace as a premier shopping destination for the Sacramento metro area. A comprehensive gallery features pages for each merchant to provide up-to-date information for shopping, dining, entertainment and services.
“Our vision was to connect our patrons visually and emotionally to the depth and breadth of services provided by the large number merchants in Sunrise MarketPlace,” said Kathilynn Carpenter, executive director, Sunrise Marketplace.
Wooga Yoo, Mallfinder VP operations, noted, “We had to adapt our typical mall-based solutions to address the scale of a BID. While most shopping centers have 80-100 stores, Sunrise MarketPlace is a collection four times that number and includes retail, food, entertainment, health and beauty, as well as professional services all in one area.”
The site was developed by Mallfinder, an interactive marketing agency specializing in retail venues, and integrates convenience features such as Google Maps to generate detailed directions to merchant locations. Using Mallfinder’s RetailHub content management system, the new site also enables merchants to update information on their individual store pages and also promotes their business with sales offers and events sourced both locally and from national retailers.
Sunrise MarketPlace is a collection of more than 400 retail and service businesses in one of the region’s most heavily travelled commercial corridors in the heart of Citrus Heights, Calif. They come together as a single brand to highlight the breadth of goods and services offered in the area.
The District was created in 1999 to advance the commercial vitality of the City of Citrus Heights and is funded by an assessment on property owners within the District.
LaVida Massage opens at Hills shopping center
Austin, Texas — Commerce, Mich.-based LaVida Massage announced the opening of its first Texas location, in Austin, on Feb. 28.
Located at the Hills shopping center, the 2,600-sq.-ft. facility features nine massage rooms.