What does it take to convince passersby to enter a retail store? Is it the window display and signs to create enticing storefronts, or virtual means via social media and email?
Aside from thinking of many ways to attract customers, it is equally important for merchants to strategise carefully how to retain those customers in the long run. Client retention means building relationships and establishing brand loyalty, sounds really challenging, but worth the effort as compared to creating new strategies to recruit new batch of customers.
According to Justin Ning, “There’s a lot of complementary technologies that are being offered today that can be incorporated into the whole self-serve or unattended retail system. [They] can expand the user experience and do more than just accomplish the primary task, and really engage that customer through loyalty and payments.”
Merchants need to understand that [their] most of the customers desire for speed. For example, a kiosk with touchscreen used to enroll for a loyalty program attracts more customer participation unlike the traditional way of answering forms.
Furthermore, Ning added, “A lot of times, customers don’t want to sit there and fill out the applications for [various] rewards programs. But now, with that data stored in [a consumer’s mobile] wallet … when they tap to pay, [near-field communication (NFC)] can push back a message to the consumers asking them if they’d like to enroll in [a] rewards program with the touch of a fingerprint — and there’s no paperwork needed. It allows for a higher [rate] of consumers joining.”
Technology makes all of this possible; from easier loyalty program application up to delivering of coupons and loyalty rewards via mobile wallet. Who doesn’t want a smooth process, right?
These self-service touchscreen displays provide a significant marketing and advertising opportunities as well. It can show other recommendations and suggestions right away, even before a customer hit the order button.
Merchants should understand that technology is here to stay, and that they need to incorporate it on their strategies if they want to survive the competition.
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