4 things shoppers do with mobile devices in a store

Author: YI Mobility

If you own a small business you've probably seen your customers using mobile devices in your space. Whether its diners searching through menus with smartphones in hand or shoppers walking aisles with their heads down reading a small screen, Internet Retailer shared an InReality report that found 75 percent of customers use a mobile device while visiting a physical retail location.

Some people may believe the use of phone or tablets serves as an obstacle between consumers and businesses, but if a location has the right solutions it can use this technology trend to its advantage. Working with mobile benefits allows you to provide optimal service to your customers through physical and digital best practices. Here are four mobile consumer activities you have to prepare for:

1. Comparative pricing
EMarketer reported the primary reason millennial shoppers use smartphones while in a business location is to comparative shop. When a young shopper sees a product they like, they'll use their mobile device to search online for a better price or other variants of the product.

You need to get ahead of your customers. Before you put a product on display, you should do a quick search online to see what your customers will find when they comparative price in store. Keep in mind, many searches are location specific, so they often will bring up other stores in the area.

Knowing what's available allows you to communicate the reasons for your prices. If you offer lower prices than local or the most popular competitors, you should encourage in-store mobile use. If you're prices are bit higher, than you know to emphasize other benefits like convenience, selection, quality, service or discounts.

2. Researching product and business information
Sometimes product packaging doesn't deliver enough information. Modern savvy consumers want to search their smartphones for information directly from the business that creates the merchandise and other users who post reviews online. They'll look for stuff that businesses won't say like if the item has a history of breaking or doesn't perform as advertised.

Once again, you need to discover what the customers will find. When sales clerks talk with customers they should be familiar with what information the shopper already has. Employees can also track customer comments and online discoveries, so they know what answers the business needs on the ready. For example, diners often search for health aspects of certain dishes, enough requests for specific details may encourage restaurants to list calorie counts next to meal choices or you might send out online messages advertising healthy eating options.

Collecting consumer data helps you determine what information is most critical for marketing content and in-store signage.

3. Social Sharing
Online reviews will also include your store. You need to encourage positive ratings on popular social media business appraisal sites. Loyalty programs, optimal service and a fun atmosphere can foster positive perceptions that can extend to Internet comments.

Customers will write reviews of their in-store experience while they are still in your business. If you start to feel an interaction is spiraling downward, the negative effects may last longer than the singular occurrence if something isn't done. You need to be aware shoppers communicate their preferences and complaints with their friends using their mobile devices.

This means you can earn a free form of marketing content by encouraging shoppers to share their positive visits with their online contacts. This can be as simple as suggesting they take a picture of an outfit and ask their friends on Instagram how it looks, or it can be an official incentive program that rewards shoppers and diners for their social shares.

4. Looking for deals
Shoppers will use their mobile devices to find special deals. A Shopatron eCommerce Study discovered consumers shop with their smartphones to scan QR codes and take advantage of other special discount programs - this was the most popular option for use after comparative shopping and gathering different sources of product information. The report found that consumers don't like specific company apps as much as general services to help find deals and local stores.

Businesses can use specialized technology like beacons to send discounts straight to a customer's phone, rather than forcing them to find them on their own. If a shopper or diner uses their phone to search for deals, a business with a beacon device can broadcast general deals or send specialized promotions to individual customers based on their past consumer activities.

Sources:

http://www.emarketer.com/Article/Do-Millennials-Actually-Use-Smartphones-Shopping/1012363

http://www.aol.com/article/2015/11/23/retailers-give-shoppers-new-reasons-to-use-mobile-phones-in-stor/21271543/

https://www.internetretailer.com/2015/04/09/75-store-shoppers-use-their-mobile-devices-store

http://ecommerce.shopatron.com/blog/5-ways-shoppers-are-using-their-mobile-phones-your-store

https://www.internetretailer.com/2015/04/09/75-store-shoppers-use-their-mobile-devices-store

When to ditch your customer loyalty program for a better one

Author: YI Mobility

Many consumer loyalty programs have been proven to work, but not all of them. Experian marketing found 72 percent of companies who use some form of discount reward systems see a return on their investment. What happens with the remaining 27 percent?

You don't want to waste time and resources on a loyalty program that doesn't motivate spending and return visits. There are indications that you need to make adjustments to your current system, and then there are signs you need to completely start over.

You have plenty of members but no insight

It may seem counterintuitive, but the problem with your loyalty program might be too many members; at least, more subscribers than your current system can keep up with. The Wise Marketer Blog said many stores launch a loyalty initiative with great recruitment techniques but no strategies for data collectionand membership management.

Being unable to track your customers means you have no idea which ones come back and which sign up but never follow through. Instead of pouring all of your resources into attracting members, you need to make some effort to monitor, manage and satisfy the loyal shoppers you already have.

Investing in a loyalty program that shows when a consumer redeems rewards or makes a purchase, helps you measure the success of your program. What's better is a flexible solution that provides automatic, mobile and centralized performance. If you don't have a system in place to use the information generated by a loyalty program, you have no idea if it works and what you can do to keep members using the service.

Your employees can't even understand it

How many sentences does it take to explain your loyalty program? More importantly, can clerks explain the advantages concisely and quickly while performing a transaction with a customer? Not only will a simple loyalty program attract new members, it will prevent consumers from forgetting what to do and not getting their rewards.

Employee programs are not a single purchase, they are an ongoing service customers have to sign up for, so you have to continuously demonstrate value. While the subscription is free, Business.com said shoppers feel like they invest time and effort into programs, which means they want a return on their activities.

A simple point-based system or mobile performance are great ways to keep a loyalty program convenient and easy. You might find a way to give shoppers power so they can dictate how they would like to use the service. This way, they feel like loyalty is on their terms instead of running through a complicated maze.

Your loyalty program is an island

A shopper loyalty program can't exist on its own. The membership promotions must come from your brand's central message. Anything your store or restaurant uses to communicate with customers must be consistent with marketing, in-store service and consumer care practices.

For example, if you want to offer a punch card, the design and coloring should be the same as the patterns on your print advertisements or social media pages. This is sometimes a problem when loyalty programs are supplied through third parties. While a promotional partner can offer technology and consumer expertise experience, you also have to find a provider with a flexible system that allows you to design your own messages and online materials.

You don't have a formal system in place

If you just offer a physical punch card, it might encourage returning shoppers, but it won't supply you with any other benefits. A formal solution - preferably one that uses digital tools - not only encourages loyalty, but makes sure you get insight from daily activities.

GI Insight, a market research company, found 76 percent of shoppers expect credible businesses to provide a formal loyalty program, according to Chiefmarketer. Most consumers want stores to offer specialized promotions and will gladly let businesses track their in-store activities through technology like mobile beacons to create unique messaging and discounts. If a business doesn't take part in such a program it misses out on learning from its historical data and might appear prehistoric to consumers.

Instead of offering a small loyalty incentive along with quality service and excellent products, the program should be integrated into the business's entire infrastructure. A loyalty system isn't just a tool, it's a great way to create a customer-focused business.

Sources:

http://blog.hubspot.com/blog/tabid/6307/bid/31990/7-Customer-Loyalty-Programs-That-Actually-Add-Value.aspx

http://www.thewisemarketer.com/news/read.asp?lc=d61640dx4784zp

http://www.experian.com/blogs/marketing-forward/2011/02/10/loyalty-email-campaigns-outperform-retain-customers/

http://www.business.com/sales-and-marketing/how-to-build-a-customer-loyalty-program-that-works/

Stop wasting money: 4 shopping tricks for consumers

Author: YI Mobility Inc.

Shopping can be fun. Visiting your local marketplace in search of an exciting outfit, necessary supplies or other purchases isn't a chore for many people, but rather an entertaining diversion similar to pursuing a trophy. If you want to be a successful hunter, and ensure the cost of your activities doesn't outweigh the benefits, you have to avoid wasting money on bad consumer habits. Here are four strategies for getting the most value on your shopping trips:

1. Know what you already have

Have you ever bought groceries only to end up with two cartons of milk because you forgot to check your refrigerator? Before you go out shopping, Popsugar, a lifestyle blog, suggested you take a quick inventory of the supplies you're looking to replenish. You should also take a look at the belongings new purchases may compliment.

Handy mobile devices can make this process simpler. You can take a picture of cabinets and fridge shelves to see how much food is left. Try shopping with photos of your favorite clothing items to ensure accessories or other pieces will match your ensemble.

2. Set a limit

You want to make sure you only spend as much as you can afford. When planning a shopping trip you should take time to look at your bank account and have a strong grasp of your current finances. If you're out shopping, take a second to check your balances on your phone.

Documenting your limit helps you keep it in mind and prevents you from constantly moving your financial restrictions higher as you shop. Bankrate advised consumers to withdraw their available limit in cash and banning the use of credit cards on afternoon shopping sprees.

3. Avoid taking too many trips

Making lots of little trips to stores can start to add up. The Lifehacker advice site warned shoppers against buying lots of small snacks when they can save money by buying in bulk. People often feel the need to buy something every time they visit a store. If you have this habit, you may want to limit your trips to the market.

You can schedule your shopping trips like events. This gives you time to prepare your finances and lists. It also provides you with a chance to make large purchases that will last for some time.

4. Join a loyalty program

You should find stores in your community that offer consistent value and service. There's nothing worse than spoiling a shopping trip with frustrations from poor customer care or shoddy merchandise. Settling on favorite locations - especially for food or other supplies you must continuously buy - gives you a dependable source for shopping satisfaction.

When you do visit the same store numerous times, you should profit from your loyalty by joining a discount program. Every trip to your favorite business can earn deals, free merchandise or specialized service if you find a store with a membership offer.

You want to find a loyalty program most convenient to you. Many shoppers lose money by forgetting punch cards or coupons at home, so see if you can find a business that will let your redeem points online or through your mobile device.

Citation:

http://www.lifehack.org/articles/money/25-unnecessary-wastes-money-you-dont-think-about.html

http://www.bankrate.com/finance/personal-finance/5-steps-to-stop-compulsive-spending-6.aspx

http://www.popsugar.com/smart-living/How-Stop-Wasting-Money-Grocery-Store-34831861

http://time.com/money/3070984/overspending-overconsumption-stuff/

5 tricks to pull in window shoppers

Author: YI mobility

When people start walking around markets without a specific shopping goal in mind, you want to have tactics in place to turn your location from a diversion into a destination. You can do this by offering a reward, entertainment or a unique experience. Here are five ways you can communicate your business is a stop not to be missed:

1. Window displays outside the ordinary

A window display is your first chance to promote your offerings and your brand. When designing your storefront, it might be best to ignore standard practices and do something nobody would expect.

The Harvard Business Review suggested you can capture consumers' attention with expectancy violation theory - the need to investigate things that are out of the ordinary. If the window display for your shoe store displays chocolate bars, passersby will have an innate need to find out why.

You may not want be too random with your visual merchandising for fear of confusing shoppers, but a tiny out of place detail can encourage intrigue.

2. Choose the right color for your sales signs

Colors influence behaviors. Shopify said stores favor the color red for sales events because it promotes a sense of urgency. If you want marketing that pulls people into your space, special deals have to stand out.

This may mean red won't work if your overall branding is crimson, it would just blend in. You may think of using green because it communicates wealth or blue which creates impressions of honesty.

3. Outdoor sales racks

You might think bringing product displays outside may appear sloppy, but there are certain times disorder can be profitable. Some stores use disorganized sales racks to create a kind of treasure hunt for their customers, according to The Mirror.

If you put a clothes rack or shelf full of products outside, you can show off your stores variety. By putting an assortment of goods out front, window shoppers may start sorting through options and move inside when they see quality products, but not the specific ones they want.

4. Greet them with a smell

It's a fairly common tactic for grocery stores to put rotisserie chickens and fresh baked bread near the front door so the business greets shoppers with appetizing smells. Your business may not sell consumables, but the sense of smell is important and you should take it into account when designing your space.

For example, when you run a bookstore you probably don't want the people walking by your front door to get a whiff of must or mildew. Instead, you can use air fresheners or candles to create a proper atmosphere that extends from your store to the space immediately out front.

5. Talk to their phone

Wouldn't it be great if you could greet every person who walked by your store? If you use a mobile loyalty program, you can send discounts and promotions to shoppers in your area looking for a good deal.

As soon as they're within range of your front door, mobile shopping subscribers can receive whatever message you want to send. You should find a flexible program you can design yourself to take advantage of other tricks like color and expectancy violation.

Sources:

http://www.entrepreneur.com/article/231747

https://www.shopify.com/blog/14254569-why-all-sale-signs-are-red-the-science-of-color-in-retail

http://www.mirror.co.uk/money/personal-finance/9-tricks-shops-use-you-1745531

http://www.moneycrashers.com/retailers-impulse-buys-store-layouts/

https://www.shopify.com/blog/12706185-a-fool-proof-guide-to-creating-window-displays-that-turn-heads-and-drive-foot-traffic

https://hbr.org/2015/03/7-ways-to-capture-someones-attention

4 things shoppers like about loyalty programs

Author: YI mobility

Before your business implements a loyalty program, you have to understand what features are most attractive to consumers. You don't want to waste time and resources on a program that doesn't resonate with the shoppers you need returning to your store. Here are four loyalty benefits proven to entice modern audiences:

1. Customers prefer stores with loyalty programs

The first thing you need to know is that modern consumers do, in fact, favor stores that offer some form of loyalty incentives. Entrepreneur Magazine shared a variety of examples of businesses that saw a measurable increase in sales after providing their shoppers or diners with reasons to keeping frequenting their establishments.

A number of different types of programs have proven effective. Response Media shared Mintel market research reports that found loyalty rewards encouraged shoppers to buy additional items, spend more on a single trip and make frequent visits. Programs that offered deals or discounts for more than one type of activity demonstrated the most results.

2. Shoppers want to save money, not earn stickers

Stores have to recognize which incentives will influence people's decision to sign up for a loyalty program. TechnologyAdvice, a business information resource, conducted a survey of consumers that found cash is king. More than half of respondents said saving money was the primary reason they subscribed to loyalty programs.

Receiving rewards came in second with 37.5 percent of shoppers saying they joined programs with hopes of getting free merchandise or other prizes. Social rewards, such as social media badges, proved to be unpopular with respondents as some customers said such incentives would actually discourage them from joining loyalty programs.

3. Digital is on the rise

The TechnologyAdvice survey found one-third of shoppers prefer loyalty programs offered through a digital option, about one-third want a physical card and the remaining consumers don't have a preference either way. Digital grows in popularity as technology becomes more convenient, 59 percent of shoppers said they would be more likely to subscribe to a loyalty program if it had an app they could use on their mobile devices.

Stores need to keep up with the times and appeal to their shoppers as they adopt mobile tools. Businesses that offer digital loyalty programs can appeal to consumers that like physical reward systems like punch cards by offering an electronic version that offers the same performance as the traditional option.

4. Don't make them start at the beginning

Once a store understands why shoppers like loyalty programs, the business can offer sign up in the most convincing terms possible. Kissmetrics collected a variety of industry studies that found consumers don't like to start brand new activities to receive rewards; they are more likely to participate in programs if they feel they've already begun.

This means companies should start loyalty program pitches by listing what the consumer has earned thus far and how they need to sign up to receive benefits. Tracking shopper performance allows sales teams to approach possible loyalty program members with data that makes signup simple and rewarding.

4 retail technology trends shoppers can expect in 2016

Author: YI mobility

Online stores may be convenient but many shoppers still enjoy spending the afternoon visiting their favorite shops and interacting with creative displays. Recently, technology innovations have allowed businesses to offer in-store guests experiences they could never encounter through e-commerce shopping. Here are four technologies and display trends shoppers can expect to see in 2016:

1. Retail displays as spectacles

Each store only has so much space to display products, interact with shoppers and provide informative materials. In the past, businesses were hesitant to devote real estate to frivolous pieces of entertainment that attracted shoppers, but failed to convert sales. Technology advancements allow stores to feature displays that entertain and inform while taking up very little room.

Stores can hang flat screens on walls able to interact with consumers through digital functionality. Shoppers can rotate through outfits, dive down into product details or even play games. Time magazine featured businesses using technology to encourage visits by offering shoppers free recreational digital activities or computing product demonstrations on giant, immersive screens.

Offering shoppers' technology they can't find anywhere else turns a store into a fun destination. Advanced displays can serve double duty if they offer innovative experiences and show store offerings.

2. Smart dressing rooms

One major advantage physical stores have over online retailers is customers can actually hold merchandise in their hands and check to see if clothing fits. Products like women's dresses really don't have a universal size system; a four from one brand can be very different from another. Smart dressing rooms allow consumers to check how clothing looks while still browsing through products like an online store.

According to The Fiscal Times many high-end clothing stores have smart dressing rooms with touch screen computers that communicate with inventory systems. A shopper may bring items into the fitting room and then use the mobile device to scroll through other options the store has in stock. If something doesn't fit, a person can check for other sizes or find different colors and styles without having to constantly travel back and forth.

Many smart dressing rooms are capable of communicating with sales staff. This allows employees to bring outfits to shoppers in fitting rooms or prepare items for sale without forcing customers to carry numerous products around with them as they continue shopping.

3. Mannequins that watch you

This one may seem a little creepy at first, but stores and customers can profit from mannequins able to watch consumers. Stores outfit retail displays with scanners and sensors that record and analyze shoppers in hopes of understanding consumer trends better. EMarketer said mannequins are the perfect host for facial recognition technology because they naturally draw the eyes of consumers.

Most stores need advanced data analytics to stay competitive in the modern market. Just recording information from sales isn't enough, stores need methods to track every shopper who walks through their space and learn what separates browsers from buyers.

The benefit to the shoppers is increased personalization. If a store understands what type of customer is most likely going to visit the space during a certain time or season they can present offers and deals that really communicate to the shopper's needs. When the mannequin recognizes a customer, so will the store.

4. Beacon technology delivers specialized discounts.

Some of these technologies are a little high-end, but most stores can offer shoppers personalized discounts and capture consumer data by implementing cost-efficient beacon technology. Like mannequins' sensors, beacons recognize certain shoppers but instead of taking video of their faces, beacon signals communicate with shoppers' mobile devices.

If a customer downloads a beacon loyalty app they can receive special discounts and coupons whenever they step into their favorite stores. Companies with beacon apps send greetings and discounts automatically based on a particular person's previous interactions with the business. Shoppers can also use the app to record their own activities and earn rewards through membership programs or digital punch cards - and they won't leave their information at home like previous loyalty cards.

Most beacon programs are less invasive than other monitoring technologies because the power is in the consumer's hands. Each shopper can choose whether or not to download the app. After installation, a customer can choose when to turn on GPS technology to capture activities and earn discounts and deals. It is technology specifically designed to make shopping fun and rewarding without the hassle of similar programs or the privacy issues of other tracking innovations.

What retailers can learn from the 2015 holiday season

Author: YI mobility

Retailers can learn a lot from shopping trends demonstrated by the 2015 holiday season. After a slow Black Friday, ABC News reported holiday sales are projected to grow a little from 2014 but not as much as previously hoped.

Across the board, most stores project consistent business but are still slowly losing ground to e-commerce channels. By studying what 2015 holiday shoppers like about online channels and want from physical stores, businesses can design more effective retail spaces for 2016.

Stores' advantages during the holiday season

Small Business Trends suggested numerous consumers still favor visiting physical spaces over shopping online. Some of the benefits shopping in stores provides include the ability to speak with product experts, try out merchandise and not having to wait for delivery.

These advantages can really stand out in the holiday season when people buy products for friends and family that need to be available by specific deadlines. People visit stores to get their hands on presents they can take home for Christmas themselves instead of leaving delivery to outside parties. Shoppers need help with merchandise because they buy for other people, so they ask questions about brands they themselves have no experience with.

Some stores can go the extra mile by offering decorations and displays that delight young shoppers and families. With the right marketing and interior design, a small business can turn its location into a holiday destination.

When stores get desperate

Despite numerous advantages, some stores struggle to provide the convenience and personalization of online retailers. The National Retail Federation report for the 2015 holiday shopping season predictedalmost half of all gift purchases will be made online. E-commerce holiday spending has been growing steadily for the last 10 years.

To compete, CBS News reported, many stores go to extreme measures to make physical spaces just as convenient as online stores. Some businesses plan to stay open much later on Christmas Eve for last-minute shoppers. It may not be long until stores stay open on Christmas Day itself.

When sales really start to slow down, stores have to slash their prices and offer promotions that may put them in the red.

Offer the same convenience as online shopping

Businesses need to find more effective ways to compete with online stores during the holiday season and throughout the year. TechCrunch suggested physical spaces can use technology to offer online convenience through cost-efficient and innovative means.

The NRF report found more shoppers should use mobile devices to browse for products while debating whether to make a final purchase online or in-store in 2015. Not only that, but if shoppers do visit a physical space, they will likely use their phone or tablet to compare options and search for the best deal.

If a business uses an in-store tool like beacon technology, they can offer the simple and personalized experience of online shopping, but with the advantages of a physical space. Business can push special holiday promotions and greetings to every shopper that enters their store through his or her preferred mobile device. It gives customers another reason to make a shopping trip a fun winter tradition.