Build long-lasting relationships with your customers

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Traditionally, shopping as an activity was highly transactional, but today it is an exciting journey. Earlier, shopping seemed to be simple and straightforward. But today, it has gotten complex because every step in the journey involves multiple touchpoints available for retailers and customers to interact. However, from an optimist’s point of view, there is an opportunity for retailers to capitalize on this complexity.

Being at the epicenter of the retail business, every retail owner is trying to woo the customers in order to grab their maximum span of attention and maximum share of wallet. Customer experience has therefore become the ultimate battleground for retailers to compete. To be better than the other, retailers are trying all sort of tactics to be able to deliver the best customer experience to win and sustain them. And while many retail companies are in this rat race to strike big with their customers, only a handful are getting it right.

The reason for such a circumstance is obvious and yet highly overlooked. Simply put, the main cause for retailers failing to get their customers to stick is that they haven’t taken efforts to get the basics right. Fundamentally, it is the relationship that the retail brand shares with its customers. The stronger the foundation, the longer the relationship will last. Customers prefer to do business with brands that they can relate with and retailers therefore, need to build long-lasting relationships with their customers.

Being constantly connected with their customer is one way a retail business can help in fortifying the relationship. Staying connected effectively means that the brand needs to be available and ready to fulfil the customers’ needs be it for a product or for information, whenever and wherever the customer wants it. By seamlessly integrating together the various touchpoints a consumer might use to engage, retail owners can leverage and optimize the data from these engagements to plan and design a strategy that is most likely to resonate with that particular shopper.

Another surefire technique to strike the right chord with customers is personalization. Basically, it is the ability of a retail company to know their customer by name and also be able to approach them with a personalized set of communication. This will allow the brand to strengthen their customer relationship by demonstrating that they “know” the shopper’s preferences well. Personalization can ensure cementing the consumer’s loyalty in the retail business thus sustaining their confidence in the brand, making it a preferred choice.

Being connected to the customer will enable retail brands to understand their customer and deliver personalized offerings. This combination allows retailers to not only extend exceptional customer experience, but also it is a must to forge and fortify brand-customer relationships to ensure that their customers continue to stick to the brand.

ETP – Omni-channel Technology Partner at ReTechCon 2017

ETP blog for Retechcon

Retailers’ Association of India (RAI) is hosting the Retail Technology Conclave (ReTechCon) on 14-15 June 2017, India’s largest gathering of retail leaders and retail service providers.  The platform is to bring together industry professionals, experts and service providers together for discussing the latest in technology and deliberating on how to best use technology for the benefit of the business and industry.

ETP is the Omni-channel Technology Partner at the Retail Technology Conclave (ReTechCon) 2017. ETP is a leading Omni-Channel Retail Solutions provider across Asia Pacific, India and the Middle East. ETP V5 software is used to serve customers across 22 countries and thousands of stores for over 300 brands. ETP is enabling brick and mortar retailers to embrace unified commerce and drive their brands and customer relationships in a seamless manner. ETP V5 Omni-channel Retail Solutions enable you to deliver a unified omni-channel experience with features such as Click and Collect, Click and Deliver, Endless Aisle, and a holistic view of the inventory and of the customer. This is done using real-time integration of ETP’s POS, CRM and Promotions engine with webstores and marketplaces using ETP Connect’s secured web services framework, which has the ability to see and manage order flows.

At the event Mr. Rajkumar Jagasia, Executive Director, ETP Group will co-panel the session ‘Creating Value the Phygital Way’.  Mr. Neev Ahuja, Country Manager – India, ETP Group, will speak about ‘Omni-channel and the New Generation of Customers’. He will also throw light on how ETP V5 with its GST pack can help retailers manage extensive business processes.

Do visit us at the ETP Pavilion at ReTechCon 2017 to know more about how ETP can help you transform your business.

What is GST all about? (Infographic)

GST is going to effective from 1st July 2017 in India and retail businesses in the country and those planning to enter India will need to be GST ready. Here is a quick overview of GST.

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ETP Omni-channel Retail Solution with the GST pack handles not only the billing processes with GST impact, but also various other retail processes, making them GST ready.

 

How unified commerce is unifying customer experiences

ETP blogpost 94 - Unified Commerce

Price and product are important parameters for customers to make decisions related to their preferred brands and have long been dominating the decision making process. But now, customer experience is the biggest differentiator for retail brands standing out. So much so that it has already overtaken price and product as the most sought after parameter for the customers. Thus competition amongst retailers on the customer experience front seems to be intensifying immensely. As reported by Gartner 89% of retail businesses are expected to compete mainly on customer experience. Howbeit, adding more customer touchpoints, retailers are finding it increasingly difficult to manage a harmonious customer experience across channels.

The need for a unified and seamless customer experience is profound in this new age of shopping. The lingering fear of customer churn owing to inconsistent shopping experiences, the probabilities of lost sales and loyalty shift to competitor brands are some of the major concerns that modern day retail businesses are battling against. One dependable solution that retailers must look to for emerging champions in the customer experience arena is ‘unified commerce’.

Going by an important statistic according to a Boston Retail Partners (BPR) report, more than 70% of retailers have plans to implement a unified commerce platform before the turn of the decade. Further, a definition of unified commerce by BPR states that ‘unified commerce places the customer experience as first priority by leveraging a single commerce platform. A single platform rids of internal channels that operate in their own silos. Instead, merchants leverage a “single, centralized, real-time platform for all customer engagement points.” In this way, unified commerce is achieved’.

Following the definition above, it is clear that ‘unified commerce’ relies on two fundamental aspects that are key for achieving a unified customer experience:
i) a single version of the data that is true
ii) the single version of the data available in real time

Deriving further the above aspects, no matter which channel is used by a retail brand for interaction with their customers, there should be a single true data regarding the products, prices, offers and so on for the customers consumption. So also, information related to the customer such as name, age, address, and purchase history amongst others must be a single version of the truth for the retailer to process.  When this data is shared in real-time and is accessible to the customer and retail business whenever, wherever, the result will be a seamless and unified customer experience.

Retailers have not only realized this but are also striving to make it a reality. However, this is still a pain point for many of them. Having the right technological capabilities by employing innovative and futureproof solutions such as ETP retail software can help retailers unify their customer experience across all channels.

Are you GST ready?

Sometime in the 18th century, the world embarked upon an economic journey that was unprecedented in the past. The phenomenal movement that brought about a paradigm shift in the lifestyles of people is well known to everyone as Industrial Revolution. It set off the world economies on a journey where there was no looking back. US, UK and most of Europe made the most out of it, and the nation that failed or rather was not allowed to participate in the industrial revolution was India. The ramifications of it can still be felt, seen and observed in the Indian economy. The liberalization of 1990-91 that led to abolishing of the license raj and diminishing of red tape brought some respite. The IT sector too helped India in firmly establishing its feet on the global platform. But, India still could not come at par with the developed economies. India needed a reform which can help its economy to take a leap and establish itself as one of the strongest economies in the world. The GST (Goods and Services Tax) could be one such reform that can help the Indian economy to attain a stature which the country has been missing out for so long.

The GST will not only help India attain a formidable economic stature, but also help various sectors and industries in achieving the desired growth. The preparations to adopt GST are in full swing and industry stalwarts too are trying to gauge the outcomes of this mammoth tax reform thus, making it all the more important to simplify the complexities that exist in GST. Talking about industry and economy, it is of utmost importance to talk about retail. The Indian retail market is estimated to be US$ 600 billion and one of the top five retail markets in the world by economic value. Retailing in India is one of the most important pillars of Indian economy and hence it becomes indispensable for the retailers to understand the complex tax structure and streamline their strategy accordingly.

Like the industrial revolution, the impacts of GST too would be felt and perhaps even for a longer time. But how would they be felt? And, specifically what impacts would it have on retail sector is something to be pondered over. Here are certain attributes of GST that will help in gauging its outcomes –

  1. A unified tax regime – India has a number of indirect taxes – VAT, service tax, CST, service tax on warehousing, consulting and rent, octroi and entry tax to name a few. It’s a well-known fact that more the number of taxes, more is the burden faced by the taxpayers. Also, it serves as a deterrent to industries by causing impediments in the process of streamlining business and in turn, causing a dent in their bottom line. The government plans to create a unified tax regime that will boost the morale of retailers and will help the retailers to conduct business with greater confidence. For example, as on date, if a consumer pays Rs. X under 4 different taxes so his total expenditure on tax becomes Rs. 4X. After the implementation, it would require the taxpayer to pay a particular amount under one tax only, hence a person would require to pay Rs. Y only at one place, where most likely Y<4X. This is why it is being termed as One Nation, One Tax.
  2. Tax structure – The government has proposed four tax slabs at 5%, 12%, 18% & 28 % for different types of items and services. Moreover, there will be 3 kinds of applicable Goods and Services Taxes:
    1. Central GST (CGST), where the tax will be collected by the central government.
    2. State GST (SGST), where the tax will be collected by the state government
    3. Integrated GST (IGST), where tax will be collected by the central government for inter-state sales.
      The aforementioned tax structure would encourage retailers to consolidate their warehouses. As much as 20-30% consolidation of warehouses is expected. Moreover, it would also be easy to transport goods from one state to another as boundaries will become insignificant.
  3. Input tax credit – This attribute can definitely be considered as the most important and significant aspect of GST. Input tax credit is the savings you can get while paying the tax at the output, by offsetting it with the tax you paid at the input. It applies to all barring Agriculturists. In the current tax regime, input tax credit is applicable only on VAT, but in proposed GST regime there will be a set off in taxation starting from the producer’s point till the customer’s point. The outcome of this step would be a significant reduction of the tax burden on retailers and this very well may be passed on to consumers, thus providing room for price reduction as well.

GST is a consumption based or destination based tax i.e. the tax should be received by the state in which the goods or services are consumed or rather the destination of the final goods and not by the state in which such goods are manufactured. So the cascading effect of taxes will be done away with. This indeed is one of the major advantages of implementing GST. But it would require a complete renovation of the existing systems/paradigms pertaining to taxation. And, this is where one of the most formidable players in our economy, the IT comes into play.

IT has brought about a revolution in the way we carry out our activities, and it is thus relevant for retailers to adopt/modify their IT strategies. Retailers have to deal with various aspects that would be affected by implementing GST such as billing, returns, merchandising, delivery, transportation, order management so on and so forth. The prerequisite for dealing with the changes pertaining to the aforementioned activities is to implement a comprehensive, extensive and user-friendly retail solution software. Easier said than done. Most of the retailers in India do not have their own retail software solution and they outsource it to 3rd party vendors. It becomes of immense importance for retailers to choose a solution software that helps them deal with –

  • Supply chain management
  • Inventory management
  • Billing/Invoicing
  • Interstate transfers in case of deliveries
  • Order management
  • Effective return policy
  • Discount offering

And many more. The aforementioned activities would entail conforming to the new tax regime. This is a mammoth task that would require developing complex algorithms and updating the existing ones to enhance compatibility. The right investment in this direction would end up saving a majority of future expenses. One such solution is ETP’s omni-channel retail software solution that has served industry giants in more than 22 countries across Asia Pacific, India and the Middle East. It provides solutions that already conform to tax regimes of different countries. From this, it can be safely stated that ETP understands the know-hows of tax structures, and thus it can be trusted with GST as well. ETP has been developing complex algorithms ever since the GST rollout was announced. It has also been working on to understand the other intricacies of GST so that it can be implemented efficiently in the software solution. Thus, the software will enable retailers to carry out their business operations without any hassles and expand their consumer/customer base, which in turn would also enhance their bottom line.

The GST reform is something that has been long yearned by the industry, retailers, manufacturers and consumers. We should embrace this reform with ample knowledge and understanding so that it doesn’t get misinterpreted and complex like the existing tax regime. The amount of complexity that the current tax structure entails, poses as a deterrent not only to the new entrants but to the existing players as well. Once implemented, retailers can shift their focus from tax planning to profit planning and can reap maximum benefits out of it.

Omni-channel Challenges – Retailers need to tackle the risk

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The customer is at the center of the omni-channel retail experience. The new breed of shoppers – ‘omni-channel shoppers’ are demanding and how. They want seamless shopping across channels – offline, online, mobile, and so on. They want to switch between channels at their own will. They expect hassle-free transactions. And they want all this everywhere and every time. Catering to such kind of shoppers requires retailers to reinvent their strategies when it comes to omni-channel.

Omni-channel shopping is not merely transactional, it is the composite shopping experience where a shopper researches about the product, seeks peer opinions, purchases it, chooses a delivery option followed by after sales service. This entire journey might seem pretty simple but there are challenges that could become deterrents to the seamless shopping experience retailers need to provide to their customers.

One of the main challenges that retailers need to deal with is the random switching of customers between channels during any stage of the shopping journey. So the customer might wish to research online and buy in-store or buy online and collect at the store, and so on. There are endless permutations and combinations of how the customer chooses to interact and transact with the brand. This means the brand needs to be ready and available to the customer at the desired touchpoint and time that the customer demands.

The random switching between channels by the customers can further pose additional challenges. One such being that inventory information across channels needs to be updated and available for the customer to peruse. For example, if a shopper is looking online for a particular brand and model of a mobile phone, she gets the necessary information, compares it with another competitor and finds that the deal is better at the competitor’s end, she may just decide to switch loyalty. So, a lost sale!

Another important challenge is the availability of the product when the customer wants it. The retailer needs to handle order fulfilment according to the timeframe and the channel the customer demands. Order fulfilment has been one of the major issues retailers need to get right when it comes to omni-channel. The right technology can enable retailers to manage omni-channel fulfilment to meet all customer demands.

The essence of omni-channel is unifying all channels so as to provide a seamless customer experience but the multiple touchpoints being used are posing steep challenges. There are other challenges that retailers looking to omni-channelize their business are facing, they will be delved into soon.

4 sure-shot ways to attract mobile shoppers

Mobile devices, the offspring of inspiring technology have been a revolution since their inception and continue to undergo further evolution with the daily advancement in technology. Even today, there is something new happening every year when it comes to mobile technology. The number of mobile users has also increased exponentially over the last few years. Mobile devices have penetrated into the lives of the masses and have percolated to an extent where the first thing most people do when they wake up is check their mobile phones. Such is the power and influence of this technology that it has disrupted many industries and the retail sector has been the one to feel it the most.

The mobile disruption in retail has given rise to a new breed of shoppers who are commonly known as ‘mobile shoppers’. These are the kind of customers who are always on the go and their mobile phone is their go-to device to cater to most of their activities including shopping. As mobile penetration increases further, so will the number of mobile shoppers and retail businesses must be able to grab a share of this incremental customer base. Below are 4 sure-shot ways retail brands can attract mobile shoppers:

  • Mobile channel for shopping: Retail organizations must ensure proper integration of mobile commerce or m-commerce into their business. This acts as an additional channel for retailers to extend their reach as well as be available to shoppers’ on-the-go. Some ways of implementing mobile commerce would be by having a mobile friendly/responsive shopping website or downloadable mobile apps.
  • Mobile engagement: Another technique by which retailers can expand their brand presence and reach larger audiences is by planning and implementing engagement strategies to cater to their mobile customers. There are various avenues that retailers can use such as mobile ads, sms, calls, and more to be on top of their customers’ and prospects’ minds.
  • Mobile payments: Revolutionizing the traditional payment methods through secure mobile payments is something retail companies must certainly consider. As mobile shoppers are highly mobile savvy, allowing them to pay using their handheld devices will be much appreciated by them as it enhances the payment experience while shopping.
  • Mobile based geo-marketing: Location based marketing is an excellent opportunity for retailers to promote their brands to mobile shoppers. Mobile devices have made it easy for retailers to enable shoppers to locate the nearest store or to send them notifications about the new or promotional offers within a particular region.

Consumers are increasingly spending more time on their mobile phones and an increasing number of shoppers are turning to mobile before any other channel. In order to make the most of this scenario, retailers must use the right mobile technology and think of ways to create and deliver lasting ‘mobile first’ experiences.

Redefining the Future of Retail Personalization using Artificial Intelligence

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Personalization in retail is definitely not a new concept. Retailers have explored it in many ways over the years to improve shopping experience for the customers. While other retailers simply managed greeting returning customers by their name, Amazon has been one of the pioneers of personalization in retail with its ability to show different and relevant home pages for different customers based on their past clickstream paths and buying history. However, such rudimentary approaches are now considered the starting point for modern day retail marketers.

Customers are savvier than they were a few years ago. Personalization is not a need for them anymore, it is an expected norm. And retail brands must rise to the occasion to exceed this expectation. This may seem an extremely challenging task but with the proliferation of data analytics and implementation of machine learning and artificial intelligence, retail personalization can be majorly resurged.

To begin with, a very basic and brief preview into how AI works; AI uses comprehensive algorithms and logics to find trends in available data be it internal or third party and then helps analyze those trends to derive patterns that can be associated to shopping behaviors and customer personas. Utilizing machine learning that operates on probability and statistics, adjustments can be made in data sets to achieve the best outcome when it comes to creating the right marketing message for each individual customer.

Application of AI driven process in retail marketing and promotion campaigns will not only help retailers acquire new customers, but also boost repeat business. Increased accuracy in personalized communication to the customers along with tailored recommendations and offers will compel shoppers to strengthen their loyalty as they will begin to associate the retail brand with personalized, relevant experiences.

For retail personalization, the future seems to be pretty exciting. Leveraging the potential of Artificial Intelligence, there are limitless possibilities to notch up personalization to levels beyond the imagination of the customer. Infusing AI in marketing will be the differentiating factor for retail marketers that look to stand out from the horde of advertising and marketing communication targeting shoppers.

Endless Aisles – Harnessing In-Store and Online Shopping

ETP blog Endless Aisle

Endless aisle is allowing customers to make use of technologies such as specially designed in-store kiosks or other intuitive systems to order items that are currently out-of-stock in that particular brick-and-mortar store. It is a concept that extends beyond the inventory that in tangible form is available in the store at a given point in time. Thus, endless aisle allows retailers to forge a strong link between customer demand and inventory. Retail companies that have been quick to embrace cross-channel strategies have already begun adopting the endless aisle technology to boost their sales further.

But what makes endless aisle click? Here are some of the noteworthy benefits:

Retailers can downsize unnecessary floor area of their brick-and-mortar store. This trimming of floor space will therefore result in higher sales per square foot. Implementing endless aisle also helps retail owners counteract in-store revenue bleeding as a result of showrooming. Retail companies can thus capitalize on reduced cost of rentals and optimize the available floor space. Further, retailers can reduce the effort of displaying large products physically at the store with the implementation of endless aisle. Products that have low inventory turnover can thus be removed from the shelves of the store. Endless aisle can help boost conversion rate due to the enhanced shopping feature at the physical store and help improve customer loyalty.

With the advent of endless aisle, the need to depend on warehouses to stock-up merchandise is diminished to a large extent as retailers can enter into tie-ups with manufacturers to ship the ordered products directly to the consumers from the manufacturer’s end.

In-store consumers can enjoy the comfort of e-shopping without compromising on the traditional ‘touch and feel’ factor. Also, real-time visibility of available products at the physical and virtual store empowers the customers to shop on their own terms.

With the help of data processing and analytics, retailers can display only those products that have a high turnover in-store while offering the not-so-popular merchandise through kiosks, tablets or computers so that customers can try and buy at the same time.

As the consumers of today are in the driver’s seat, demanding the best service and setting up high expectations, retailers must opt for investing in the right tools and technology to successfully implement endless aisle in their business thus ensuring that they do not end-up facing the reality of lost sales situations.

Southeast Asian consumers’ reviews about e-Commerce: Infographic

E-commerce and online shopping have transformed the entire shopping experience. Today, consumers can go online and buy almost anything conveniently in just a few clicks, thanks to e-Commerce. Here are a few stats based on Southeast Asian consumer reviews about e-Commerce.

ETP Blog Southeast Asian Consumers e-Commerce Reviews Infographic

E-commerce companies need to be aware of customers’ pain-points and take necessary actions to make the shopping experience a pleasant one.