Why Retail Ticketing is More Important Than Ever
The shift in shopper behaviour is undisputed. More people are using mobile devices to assist them in making purchases. While concern has been expressed about showrooming and its ability erode sales for traditional retail, new data suggests just the opposite is true. But as consumers turn to mobile technology for help, your store displays and shelf-edge labels are more important than ever.
Shoppers still purchasing in stores
In our last post, we shared information from the 2013 Online Retailer Conference saying by next year, more than 50% of all retail sales will have an element of online attached to it. A Retail Touchpoints white paper reports 77% of this mobile activity results in store purchases. That’s right; people are researching when they use their mobile devices for shopping activity but still purchasing in a physical store. While this is great news for bricks and mortar retailers, it does put pressure on them in other ways.
The 5 Steps to Personalizing the In-Store Experience: Revamping the In-Store Environment with Merchandising and POP Displays paper recommends creating a customised in-store experience for shoppers.
“Updated displays and interactive in-store technology help to make the research online/buy in-store theory a reality.”
Brand experience influences mobile shoppers
Consumers are looking for consistency throughout their shopping experience with a particular brand. Your promotions and tickets must complement the online environment or your shoppers may be confused about where they’re shopping. Furthermore, your signs should entice informed shoppers into making the purchase. For this to happen, they’ll need to be attractive and informational at the same time.
The report also advises retailers use a good mix of today’s growing assortment of display options. Handwritten signs no longer influence purchases to any degree of success. Options to consider include:
- Electronic shelf edge labels (ESL)
- POP displays
- Store fixtures
- Interactive kiosks
Importantly, modern signs and display options can help to give shoppers a complete picture of your organisation and help to build trust. According to the Retail Touchpoints paper, “Many of these choices provide a window into other sales channels, such as the Internet and social media, allowing shoppers to access outside resources while in-store.”
What this means for retailers
Despite a lingering concern that consumers are abandoning traditional retail outlets to buy online, most online shopping activity results in an in-store purchases. Consumers are looking for a seamless shopping experience and expect physical stores to be an extension of their online research. Signs and tickets must be developed as part of an overall marketing strategy to build trust with the modern shopper.
If you would like more information about a retail ticketing services, we’d love to speak with you.