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Oh, that elusive “seamless” customer experience.<\/p>\n
So many retailers are on the hunt for this.<\/p>\n
Often, they look to modern self-service solutions for help.<\/p>\n
But the totally automated experience is likely to seldom please every shopper.<\/p>\n
And while self-service can be part of the solution, many retailers have learned that customers do not always want or prefer the do-it-yourself model.<\/p>\n
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Self-service technology can substantially lower front-line staffing costs.<\/p>\n
Shoppers identify Amazon as coming from self-service roots, and consequently do not expect much personal attention at the Amazon Go grocery stores.<\/p>\n
But those costs can be reinvested in the business, either in more technology to improve service or product selection, or by further boosting efficiency by training former cashiers and having them function as associates in other service-dominant areas.<\/p>\n
Moving some of the customer experience toward automation can help increase the number of customer touchpoints — thereby increasing revenue of accessories and other items.<\/p>\n
Adding an Amazon Go option of fast shopping using an app and sensors might also provide exceptional experience.<\/p>\n
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From the customers\u2019 view, a seamless experience can differ, and depends upon a number of factors.<\/p>\n
One factor is shoppers\u2019 goals. Those can change daily.<\/p>\n
Not all customers always want to check out the same way, every time.<\/p>\n
Someone who is in a rush one day might need assistance during another visit.<\/p>\n
Grabbing a snack at a convenience store may be deemed \u201cfrictionless\u201d if selection was good and service speedy.<\/p>\n
But when selecting shoes at a department store, a high level of personal attention may be desired to ensure a \u201cfrictionless\u201d experience.<\/p>\n
Sometimes more associate help, rather than less, can provide a smoother transaction.<\/p>\n
However, traditional brick and mortars need to provide customer service in the most valuable ways, which might not be at the cash register, but on the floor and in the aisles instead.<\/p>\n
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\nProviding cashiers as well as self-service not only lets customer choose how they pay, but also frees up some associates \u2014 who might otherwise be manning a till \u2014 to assist customers needing help.<\/p>\n
The best experience is the one that seems personally tailored on an as-needed basis, rather than one that is designed to fit everyone, all the time.<\/p>\n
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Oh, that elusive “seamless” customer experience. So many retailers are on the hunt for this. Often, they look to modern self-service solutions for help. But the totally automated experience is likely to seldom please every shopper. And while … Continue reading