Retail is generally an emotion-driven industry. In order to keep customers happy and loyal, retailers need to consistently promote positive emotion and reduce negative emotion at each and every touch-point in the customer’s shopping journey. Over the last few years, there has been a rise in investment and innovation, with efforts to improve nearly every aspect of the retail shopping journey. One of the most important and critical aspects of the overall shopping experience has been the checkout and even today many retailers are losing out on sales due to a poor checkout experience.
Here are 3 tips on how to make the check-out experience better
Strike the right balance between data collection and checkout time
The point of sale is a great location and resource for data collection. However, while asking customers for details, too many questions can be a let-down, time consuming and will adversely affect the checkout experience. Having said that, retailers’ must not limit their insight potential at this important touch point in order to keep the line moving. Hence the right balance needs to be struck whereby there is no compromise on both fronts. Data collection and seamless checkout need not be mutually exclusive. Allowing customers to initiate the checkout process for a particular product on the retail brand’s mobile app when they get in line, or even when they enter the store, is one surefire technique that will improve the experience. Another good technique is allowing customers to finish their shopping and seeking their details at a later stage through digital mediums at their own convenience.
Use mobile POS to bust the queues
Another highly successful technique to improve the checkout experience at the store is using mobile POS (point-of-sale). A number of retailers have already used and reaped the benefits of mobile POS. The mobile POS is a powerful tool that will allow to drastically reduce the time per customer by scanning the products while the customer shops followed by billing, thus avoiding the need for customers to even enter the queue in cases where the payment mode is not cash. Thus retailers experiencing a higher number of footfalls at the store and more turnover or looking to handle large queues, especially during peak hours and shopping seasons, the mobile POS system is a definite savior. Also, mobile POS can be used as a tool to capture customer data on the go, consequently reducing wait times while billing. This will certainly improve the checkout experience at the store and prevent ‘lost sale’ situations.
Enable omni-channel integration for seamless operations
Focusing only on the store checkout experience in this day and age is just not enough. The checkout experience has to be seamless, convenient and fast, no matter which channel the customer decides to purchase from. And this can be achieved with the right omnichannel integration of previously disparate systems and processes. Having a truly omni-channel driven retail business will facilitate the seamless transfer of data regarding customers, products, inventory and so on, between the various systems including the point of sale system at the store. This enables auto population of customer data during thus negating the need to capture data during repeat purchases, or allows access to uniform product information such as pricing and availability across channels. Thus the customer can shop from wherever they want to, whenever they want to, quickly and seamlessly.
With the help of the right technology – a combination of both hardware and software, retailers can improve their business processes while creating better and seamless experiences at the time of checkout.