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Retail Business Review | Wednesday, March 16, 2022
Retailers build solid relationships with their customers by providing surprise and delight beyond transactions.
Frictionless retailing is an emerging trend in the retail industry. It is about eliminating all the barriers that come with customer shopping. It is mainly focused on checkouts without cashiers and humanless communication. Many companies provide their staff with mobile devices to pre-scan a client's cart, accelerate the procedure, or remotely check the clients out without passing by an actual register terminal.
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Following are five types of frictionless retail that can transform the client's experience forever.
1. Multichannel Alignment: It includes offering shoppers the option over which they want to achieve their purchases like shopping carts matching around desktops, mobile and applications, or staff with devices. Google and Sephora have unified to enable the booking of appointments through the Google Home speaker.
The Companion application uses geofencing technology to forewarn the customers about the location of neighbouring stores. Once the customer comes to the store, the app uses earlier orders to provide product recommendations to shoppers.
2. Easy Access emphasizes the period a client takes from the first contact to the transaction. It can be split into two ideas: how quickly the client can find what they are searching for and how quickly they can pay for it. Apple Stores are an outstanding example of this type.
3. Personalization involves tailoring the services according to the customer's requirements. It might be a grocery store with users choosing to quickly repurchase everyday items or experimental technology such as Under Armour, which has a chip inserted inside the shoes to find and judge how much a person runs.
4. Security: Frictionless security introduces distinct and unique online and offline retail challenges. Offline retail has to confront the challenge of shoplifting. Scanners can be simply misguided, intentionally or unintentionally. If the scanners don't work, the frustrated customers feel entitled to the product. Online retailers must constantly audit their systems with third-party providers to protect their sensitive data.
5. Positive Friction: This type adds and improves the shopping experience. These mediations help provide helpful information, recommend complementary items, or create an enjoyable experience, like a complimentary drink or a popup message giving extra information about the purchase.
When the word frictionless comes to mind, it is essential to think about the amount of effort, risk, and burden one will put on the customer. So, adopt frictionless technology to eliminate all the barriers that come in the way of customers.
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