Tag: Festive

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The festive season embodies a potential golden goose for retailers and consumers alike. It continues to be a really important shopping period even in the aftermath of the wide-reaching pandemic and the tensions between certain countries across the world that had grossly affected festive retail sales globally over the last 30 months. If utilized appropriately, this festive period can be the happiest time of the year for both the retailers and their customers.

For retailers, it is the best time to start optimizing customer experience and be the retailer of choice. But to do that, they have to really equip themselves in time with the right techniques, technologies, and trained store staff in order to raise the level of experience that their customers expect from their brand in order to reap the true rewards of the festive shopping buzz. The top 5 steps to do this are:

1. Know your customers

The holiday season brings new customers. Know what customers are really looking for in their shopping experience during the holiday season. Take the time and effort to ask questions and get meaningful feedback from all channels. Understand the demographics of the area and choose your product offering accordingly. Store each customer’s information in the retail CRM. Plus, you can track and analyse their buying behaviour and preferences to see which products are trending and which are lagging, so you can personalize offers and increase loyalty.

2. Personalization is the key to meeting customer expectations

Use all the online and offline data collected throughout the year and send your existing customers a curated list of gift ideas, holiday promotions and offers. Not only does this show that your brand cares about its customers, it also reduces the amount of time they spend thinking about what to buy next. They can spend more time browsing and buy/want more products from your store.

Personalized offers keep customers interested and discounts/offers essentially encourage them to buy more! With ETP Accelerator, ETP’s advertising planning tool, you can implement special campaigns for buyers or customer segments and easily define business rules based on goods, time and location.

3. Go Omni-channel – Be Where Your Customers Are

Omni-channel retailing is a consumer-centric approach that refers to the adoption of strategies, different means of engagement, and a seamless approach to the consumer experience across all available shopping channels. Not only does this help organizations focus on their business and implement infrastructure changes, it also enables a consistent experience to attract and retain customers, resulting in increased sales. With ETP, brick-and-mortar retailers can implement a unified business and seamlessly manage their brands and customer relationships. ETP V5 Omni-channel Retail Solutions enable a unified omni-channel experience through retail digital transformation capabilities such as Book Online Pickup in Store (BOPIS), Reserve Online Pickup in Store (ROPIS), Click and Collect, Click and Deliver, Endless Aisle, Buy Online Return In-Store (BORIS) as well as a comprehensive view of the entire inventory and of customers in all channels. This is done through real-time integration of ETP’s POS, CRM and promotions engine with online stores and marketplaces using ETP Connect’s secure web services framework to easily view and manage order flows.

4. Use the right retail technology to create incredible customer moments

Having the right retail software tools available both in stores and at headquarters is essential to getting the right product to the right place at the right time in the right quantity. In fact, you can provide your customers with an improved shopping experience that makes them buy more, buy fast, and buy again! Retailers using integrated supply chain, POS, CRM, promotional planning and analytical tools gain business advantages in a competitive market as an effective channel/store business plan based on historical sales and economic scenarios (e.g. sales), seasons (festivals). Two of the most important software that every retailer should invest in are:

1. Point of Sale (POS): The benefits of innovative POS software for retail include very easy retail management, greatly simplifying daily operations. tasks such as maintaining customer information and purchase history, better marketing, inventory and loyalty management, easy payment, fast payments, secure payments and much, much more.
   The last thing you want is for checkout to be slow and frustrating enough for the customer to leave the line and not buy anything. A faster POS workflow not only reduces wait time, but also allows employees to focus on customer engagement and potentially, generate more sales at checkout.
   With an efficient and easy-to-use POS system, retailers can offer cross- and up-selling recommendations and persuade shoppers to buy other products to complement customers instead of messing around with unnecessary checkout processes.
2. Mobile POS (mPOS) System: Nothing beats buying things without even going to the checkout and waiting in line. Since there is a long line of shoppers at the checkout, why not use the opportunity to sell goods to those in line? The mPOS system opens up many possibilities – you can check stock on the go, search for suitable offers, buy additional products in order, maintain sufficient social distance in the store and carry out secure invoicing, which makes shopping easier and a truly memorable experience.
   Shoppers who just want to grab a small item can quickly purchase it at counters specially equipped with the mPOS system. This means that shoppers who want to buy just one item won’t have to wait in line and can get in and out of the store faster. That way, the retailer can clear customers faster, maintain a healthy queue, boost inventory and keep shoppers happy.

5. Equip your store staff with the right retail tools and training

In stores in addition to products, staff are key to providing shoppers with a pleasant shopping experience. As the crowd grows, store employees must be trained not only for quick service and checkout, but also to know good products so they can help customers quickly. The information helps the store respond more effectively to customer questions and improve their shopping experience. This, in turn, helps control crowds and allows the store to serve more customers in less time, thus reducing the wait time for customers waiting to enter the store.
Considering the post-pandemic restrictions and requirements, employees must be trained in social distancing and handling products according to established regulations.

Consumers who find deals on their smartphones are more likely to redeem them in-store, making in-store promotional content more important than ever to mobile shoppers. However, a good offer found in the app can turn into a negative customer experience if frontline staff are not properly trained to help shoppers redeem the offer at the register. Training store employees on how to streamline the checkout process can be the best way to reverse sales directed to a competitor. Also, make sure that the store salespeople are well aware of the features and benefits of the product. Store employees must also be well versed in point of sale technology so they can serve customers faster.

All-in-1 ETP Retail POS Software – ETP Store – is easy to use, fast and reliable with touch screen technology – making it a proven retail POS solution that turns your store into a point of delight for both your end customers and your store staff.

Based on domain knowledge acquired through enabling several leading luxury and lifestyle retailers in the region to ensure the festive shopping season is merry and brilliant year after year, the ETP team has put together a series of articles that sheds light on the different factors that retailers such as you should focus on to upgrade your end customers’ omni-channel retail experience, win their loyalty, increase sales and of course, boost your holiday season profits!

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Customers are always looking for “something extra” in their shopping experiences. And particularly when they do their holiday season purchases for their loved ones, they will not think twice before switching loyalties if the experience is not up to their expectations. If you fail to provide frictionless shopping experiences, IT WILL COST YOU CUSTOMERS! 65% of consumers in a recent retail consumer survey said they’d cut ties with a brand over a single poor customer service experience.

The festive season brings a hot time for retail businesses around the world with all its holidays and preparation for celebrations. Usually, it starts during mid-to-late October with festive occasions such as Halloween (10/31) and Diwali (early November; in the Indian subcontinent), scales up on Single’s Day (11/11), peaks during Thanksgiving Day, Black Friday, Hanukkah, and Cyber Monday (last week of November) and then continues through Christmas (12/25), and New Year (12/35), finally culminating with the Chinese New Year (late Jan – mid-Feb) every year.

According to a multinational professional audit and consulting services firm, the shopping activity will be 7-9% higher than in 2020 during the November to January timeframe this year. Total sales are expected at $1.28 to $1.3 trillion. The e-commerce sales specifically are expected to demonstrate 11-15% year-over-year growth during the 2022-2023 holiday season. It means online stores can count on total sales between $210 and $218 billion this festive season.

With many consumers still trying to avoid exposure to the COVID-19 variants, an overwhelming majority of retail consumers start their journey online with almost 80-85% of retail shoppers conducting their holiday shopping research online, from the safety of their homes, before buying. The festive season gives a chance for online stores to significantly increase their sales, revenue, and profit numbers. By making a few smart moves, retailers can take advantage of the surge of holiday traffic – and start making more sales! It is an extraordinary opportunity for eCommerce businesses to achieve great profits, which is why it is important to keep up with the demand and provide customers with an amazing, seamless shopping experience.

But if you don’t take the right steps to prepare for the holidays, they can turn into a disaster. Site downtime, loading issues, payment problems, delayed deliveries, and more could plague your store, and damage your reputation and your sales. Each year, you will find some retailers that do it very well — and some retailers miss the mark completely. This year too, there would have been winners and losers this holiday season!

So, what mistakes did you avoid when preparing your physical or eCommerce stores for the holidays in 2022?

• Did you have trained store staff armed with the right tech ready to welcome back customers in your physical stores?
• Did you have all your marketing tools in place?
• Were your integrations sound and robust, ready for the busy period?
• How was your data looking? Was there any customer information you need to collect for your holiday marketing?

Let’s take a look at the top 6 most common holiday sales preparations that retailers should get right up front. Super, if you got all 6 of them ticked in 2022 already. But if not, preparations for the festive shopping season 2022-23 are merely six months away. Start early and get them right next year –

1. Prep your physical stores and make them shopper safe and friendly

Consumers expect that a shop will help them during the buying process when online stores are overflowed with holiday offers. Customers may additionally have confusion in shopping process details, they may have doubts regarding the product, etc. Hence, it is of prime importance to have trained store staff ready in-stores to be able to offer the shoppers a pleasant shopping experience. With increased crowds during the holiday season, the store staff needs to be trained to not only be quick in their service and checkout, but also for them to be good in their product knowledge so that they are able to assist customers promptly. The knowledge will help the store to be more efficient in tending to customers’ queries and improving their shopping experience. This in turn helps to manage the crowd and allows the store to serve more customers within a shorter amount of time, decreasing the wait time for customers waiting to enter the store.

Retailers that adequately staff up and strike the right balance of enforcing COVID-19 protocols while also creating a stress-free experience for customers win the holiday season.

2. Use shopper data from the previous years to build promotions and create a buzz

Customer buying history across channels accumulated in an Omni-channel Retail CRM over a sufficient period of time serves as input to the promotions planning engine, enabling you to easily define business rules and roll out promotions specific to customer segments, making their relationship with you a personalized experience.

These promotions can be defined for a specific range of merchandise or for a specific time frame or for a specific channel or store and can be executed based on various parameters like customer age, gender, birth dates, demographics, ticket size, RFM (recency-frequency-monetary value) and more. This will give the retail marketing team the flexibility to run a wide range of campaigns to grow business with loyal customers and to increase same-store sales. It is important to be able to run a large volume of business and yet be able to make your customers feel special every time they interact with you.

3. Be prepared for a surge in holiday traffic

Surges in traffic, both online and offline, are good if you’re prepared for them. But if you’re not, they can cause performance issues that may cost you sales and maybe even loyal customers. As part of the retail ecosystem, we’ve all been there at some point or the other. A holiday sale leads to a surge in traffic. All of a sudden, your loyalty program or inventory management system or the payment processor fails, your e-commerce pages start loading slowly, or your website starts to crash because it can’t handle the traffic.

Make sure that your web host allows you to scale up your website quickly if you need to – add more capacity so that you can keep your site running even if you encounter an unexpectedly high surge in traffic. You should also look for a robust, stable POS system that allows to view and manage customer data and store inventory easily. Newer retail solutions such as an mPOS (mobile POS) prove extremely useful in busting checkout queues and handling surges in in-store traffic.

4. Plan your merchandise and make sure that you’re fully stocked on your inventory

When shopping online more than 65% of clients will delete the item or drop their whole order if they see the out-of-stock sign. Nobody likes to shop for an item and add it to their cart only to find out that it’s out-of-stock, not the right fit, or back-ordered. Before the holidays start, you need to think through your merchandising approach and make sure that you’re fully stocked on your most popular items. Plan for sufficient buffer stock to meet the targeted sales volume for the season. Keep the warehouse inventory handy and the display amply stocked so that customers feel spoilt for choice. With Endless Aisle functionality, such as the one offered by ETP Omni-channel Retail Solutions you can easily view the entire inventory available at nearby stores, online/virtual locations, and your warehouses and assist the customer to order from there thus avoiding a stockout/lost sale situation.

Sure, a few stockouts are still inevitable. But by using the data you’ve gathered about your products during the rest of the year, you should be able to predict which ones will be the most popular throughout the holidays and stock up accordingly.

5. Using the right order management system, fulfill 100% of your deliveries on time

Once a customer clicks the “Buy” button, their order’s journey begins. New orders are placed on your eCommerce platform, then whoever is managing your inventory has to select, package, and ship the right products to the right place. This might not seem too hard when you have a brand new business: A few orders come in each day and you can quickly (and cheaply) fulfill them yourself. No problem. Potential obstacles can arise, however, as sales grow, channels multiply, products are added to your inventory, and your customer base expands.

The right order management system can help remove bottlenecks for you as your eCommerce store grows. It is a one-stop-shop to view and manage all customer orders in one place. Order information is passed between your order management system and your eCommerce platform while providing you with visibility into the entire process. This can help automate the flow of sales order information to every piece of the retail supply chain. You can track the entire journey of a customer order, from the “Buy” button to delivery — and even returns. An efficient order management system organizes and automates everything that needs to happen to get customers what they ordered on time and in good condition.

6. Go Omni-channel and complete the digital upheaval of your business

Omni-channel retailing is a consumer-centric approach that refers to the adoption of strategies, a variety of engagement tools, and a seamless approach to the consumer experience through all accessible shopping channels. This not only helps organizations to centralize their business operations and implement infrastructure changes but also enables them to provide a consistent experience to attract and retain customers, thus driving greater sales.

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 retail digital transformation features such as Buy Online Pickup In-Store (BOPIS), Reserve Online Pickup In-Store (ROPIS), Click and Collect, Click and Deliver, Endless Aisle, Buy Online Return In-Store (BORIS) as well as a holistic view of the inventory and a single view of customers across all channels. 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 easily.

In addition to trained store staff, attractive discounts and loyalty programs, and multiple delivery options, what is it that you need to proactively be ready to offer your customers when they shop with you during the festive season? Browse through our 9 tips that add the extra sparkle to your sales and profits during festive shopping.

Retailers must double down on consumer research and ensure a positive customer experience. However long this period of turmoil lasts, those companies which will finesse it and succeed will be those that invest in competitive pricing, do research to understand their customers, and make the omnichannel online and hybrid shopping experience a cinch to stay ahead of the competition.

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As the festive season is in progress, there is a lot retailers can do to bank more sales and boost profits as much as possible. The key is to be proactively prepared. If retail businesses expect to grab larger portions of the festive shopping cake, it is up to the retailers to take charge and make it happen.

1. Have enough product inventory on hand
   Plan for sufficient buffer stock to meet the targeted sales volume for the season. Keep the warehouse inventory handy and the display amply stocked so that customers feel spoilt for choice. Implementing the right type of omni-channel retail software with a unified inventory solution such as the ETP Omni-channel Retail Solutions and Unified Inventory Management solution can help to tackle this issue quite comfortably. The Endless Aisle function which ETP’s solutions offer further aids to avoid stock out and lost sale situations by presenting the inventory carried by the brand’s nearby stores and local and/or regional warehouses to the shoppers on a single screen.

2. Focus on cross-selling and upselling
   Identify which potential products can be coupled for sales to add value to a sale (cross-selling) and products that have big-ticket or upgraded models that can be suggested for customers to consider (up-selling). Slow-moving items can be offered as complementary products or repackaged as a special buy in combination with best-sellers to get the slow movers out of the door. ETP’s in-POS CRM coupled with its uber stable promotions engine, ETP Accelerator can together facilitate to cross/up-sell to customers while they wait in the queue either outside the store or at the checkout counter. A suitable mPOS solution such as the ETP Mobile Store further enables retailers to execute the additional sales by offering quick product lookup, line discounts, quick billing and loyalty points’ accrual, and queue busting in the store.

3. Deck the stores to be a “happy place” to encourage sales
   Highlight the most distinctive features of the mainstream merchandise with the right communication or offer some new and unique products that cannot be found elsewhere, to attract the attention of curious customers looking for the latest in the season. Set the festive ambiance at the stores with the right paraphernalia to match the season – merchandise displays, lighting, colours, music, and other means to delight customers. Focus on creating a space that is shopper-friendly.

4. Know your customer
   The festive season will bring in new customers. Know what customers are really looking for in terms of shopping experience in the festive season. Take the time and effort to ask questions and receive actionable feedback from all channels. Understand the demographics of the region and choose your product offerings accordingly. Capture every customer’s data in your CRM. Further, track and analyze their buying behavior and preferences to spot which products are trending up and which are getting eluded to be able to personalize offerings and boost loyalty.

5. Make training your store staff a priority
   Consumers who find deals on their smartphones are quite likely to redeem them in-store, making in-store promotional content more important than ever for mobile shoppers. However, a good deal found on an app can turn into a negative customer experience if frontline employees aren’t properly trained to help shoppers redeem an offer at the register. Training store employees on how to make the redemption process frictionless can be the best way to reverse the trend of sales moving to a competitor. Moreover, make sure in-store salespeople know the product features and benefits thoroughly. Store staff should also be well versed with the technology at the counters to be able to service customers faster.
   The All-in-1 ETP Retail POS software – ETP Store – is user-friendly, fast, and reliable with touch-screen technology – making it a proven retail POS solution that transforms your point-of-sale into a point-of-delight for both your end customers and your store staff.

6. Manage finances to last the season
   Plan the pre-season stock allocation and in-season procurement of inventory to last through the entire festive shopping season, which is starting earlier and lasting longer each year. This makes it crucial to handle budgets accordingly.

7. Secure your payment card data at the point-of-sale
   With a plethora of transactions taking place due to the rise in shopping activity during the festive season, it is necessary to protect shoppers’ payment card data and ensure secure transactions across channels. Retailers must take measures to make payment card transactions safe for customers, no matter which channel they use for their festive gift shopping, by employing a payment application that helps you do just that by protecting the heart of the festive shopping experience – the transaction.
   The ETP Store solution integrates with a wide range of payment systems electronically, including all the well-known credit, debit, and cash cards, PayPal, and NFCs such as online payment systems (online wallets) and mobile payment systems (mobile wallets). The ETP Omni-channel Retail Suite consisting of omni-channel retail solutions is certified as Payment Application Data Security Standard (PA-DSS) v3.2 compliant by the Payment Card Industry Security Standards Council (PCI SSC). In order to ensure that all sensitive cardholder authentication data is secure, PCI requires merchants, banks, and all other parties to use a third-party application that meets the PA-DSS standard for processing payments. The use of compliant software solutions is a key element of demonstrating their ability to protect sensitive card data. Being compliant with the security standards, ETP makes it easier for its customers around the world to apply for PCI PA-DSS certification.

8. Plan for the last-minute frenzy
   Employ the right skills and technologies to handle in-store as well as online traffic on the e-commerce website. Keep the supply chain engine running through the season to ensure sufficient stock is always handy through careful planning and allocation of stocks across all retail touchpoints.

9. Transcend your customer experience to a superior, amazing one
   Focus on customer centricity by understanding customers better and then servicing them accordingly. Employ technologies to enhance customer service particularly during peak business periods and to ensure safe transactions. Unify your retail processes by integrating your omnichannel retail software solutions with your inventory management, order management and fulfilment, and product information management systems. It gives you a single view of your customers, one version of the truth of your inventory helps to secure all your payment transactions, and to gain better control over your logistics and order deliveries. Enhanced customer experience can help induce repeat purchases, increase festive sales and profits, create brand loyalists out of your regular customers, and make you stand apart from the competition.

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The luxury and lifestyle retail industry has always set high standards for itself when it comes to extending outstanding customer service. It is this service and shopping experience that keeps the customers coming back for more. But what exactly goes into providing a truly superior experience?

The holiday season in particular always brings in waves of shoppers both online and offline that lead to a large number of exciting promotions, massive sales, and increased revenue often also result in long queues, longer checkout processing wait-time, stock-out situations, and lost sales. With COVID restrictions further complicating the experiences at the stores, it is important for retailers to be proactive about utilizing the right retail technology that helps to not only avoid any of the aforementioned unpleasant situations but also boost the holiday season profits.

In this write-up, which is the concluding piece of our series on how retailers can actually deliver an amazing customer experience, we throw light on how innovative retail software solutions and the associated benefits can do just that! Here are some ways in which you can “upgrade” your customers’ experience in your store:

• Unify your retail commerce processes

Apart from quality products, customers usually seek a pleasant store ambiance, easy access to merchandise with correct labels be it wherever, whenever, or however they may choose to access it from, promotions and offers that are tailored to their requirements, and helpful, well-informed staff as part of the overall in-store experience.

Unfortunately, these are often independent departments, functioning in silos and the data collected from each of them cannot be analyzed together in a unified manner, thus effectively reducing its value. To work around this and make optimum use of all the data obtained from the different segments, you need to unify your retail processes. Unified commerce solutions involve unifying your omnichannel retail software solutions along with inventory management, order management and fulfilment, and product information management systems. It gives you a single view of your customers, one version of the truth of your inventory helps to secure all your payment transactions, and to gain better control over your logistics and order deliveries.

This will transcend the level of customer experience you are delivering to a truly superior one.

• Have a mobile POS (mPOS) system 

This holiday season, move the queues super quick so you can sell more. Implementing an mPOS system in your stores will allow your staff to help customers scan their purchases swiftly and check out faster without even having to wait in the queue. This is particularly helpful for the store staff to assist customers with smaller purchases who can be in and out of the store in a quick manner. This helps reduce the crowd in-store and maintain safe distancing, allowing you to maintain the COVID-induced restrictions and sell more while attending to more customers within the same time.

Having an mPOS system would also mean that you can register your customers into your CRM/loyalty management system right outside the store and they are able to enter the store, purchase quickly, and start earning loyalty points. This allows you to engage shoppers waiting in the queue to enter the store and potentially drive higher sales using the mPOS system. 

This divide and delight strategy will help ease the in-store crowding significantly and customers will not have to wait too long to pay for their items, keeping them happy and allowing them to have a great impression of your store.

• Introduce BOPIS

BOPIS, i.e., buy online and pick-up in-store – this strategy allows customers to make purchases online and hop over to your store to grab the items. They may even be queueing outside another store that is not BOPIS enabled while purchasing your products so that they can grab and go afterward. 

With this, customers will be able to have the instant gratification of getting the items instantaneously without having to queue for them. Reserve online, pick-up in-store and click & collect are features very similar to BOPIS that can also be enabled with the help of the right omni-channel retail software solutions.

• Provide Curbside Pickup

Retailers can also set up pick-up points outside the store to facilitate fast pickups and reduce the queues. In this way, customers who purchase online can pick it up faster while avoiding having to wait in line in the store.

All in all, this holiday season, it is important for stores to stand out from the crowd and offer unique ways of shopping such that shoppers will feel at ease and have a more pleasant time shopping. This will encourage them to return to your store in the future and thus build brand/store loyalty.

• Offer Endless Aisle functionality

Limited shelf space? No problem! With technology nowadays, it is easy to list your entire inventory across stores and at warehouses online. Even with customers that are unfamiliar with your store, you are able to showcase all there is to them on a single screen. 

During the holiday season especially, it is common to see empty shelves and frustrated shoppers. Store staff is unable to restock the shelves in time and that leaves the shoppers unfulfilled and unsatisfied because they made a wasted trip down to the store. With an endless aisle feature, stores are no longer limited by the shelf space. Store staff is able to approach shoppers and offer them suggestions that are not on the shelves allowing them to view the entire inventory and choose from there. Then if the inventory is not in-store, the sales associate can order the products for home delivery from the store on the same screen.

Thus having an endless aisle option allows for the in-store customers to view the entire inventory across all your stores and warehouses and pick out the item either to be shipped to their homes or reserve it for pick up another time. Buyers get more than they expected and this will increase the shoppers’ satisfaction.

• Initiate Ship from store

With the Ship From Store (SFS) fulfilment technique, you can transform your stores into virtual distribution hubs that use stock from the physical store estate to fulfil both online & offline orders by leveraging inventory held in physical stores & making it available for sale through the eCommerce channels.

• Enable hassle-free anywhere exchanges and returns

Extend an enhanced customer service to your end customers where they can buy products online and return/exchange them at the nearest store, or they can buy in-store and trigger an online return/exchange.

• Have an e-commerce presence

All the previous options are all related to the physical storefront. What if you have a fully digital option where shoppers are able to shop online and have the goods delivered right to their doorstep? In this way, you can reduce the number of customers in the stores and may even potentially have more sales online because the customers are not limited by the number of items they can carry!

At the onset of the holiday season, it is important for your business to be ready for the different types of shoppers that will walk through your store doors or browse through your e-commerce sites. Knowing your customers well is the key to retail success. Consumer behaviour is an important factor to consider when preparing your business, particularly your store for a festive opening and these steps will help you figure out the shopper personas with ease and plan your promotions for each one of them.

• Figure out your typical buyer personas

Buyer personas are pseudo representations of your ideal customers based on extensive research and data collection. They help you focus your retail marketing efforts on qualified target audiences and prospective customers. As a result, you’ll be able to attract high-value visitors, leads, and customers to your business who you’ll be more likely to retain over time. From your existing pool of buyers, figure out the most common personas to uncover trends about how certain leads or customers find and consume your content and/or respond to your promotions. How old are they, their gender, where do they live, which income group they belong to, and so on.   

After identifying who these people are, the next step is to understand their typical buying behaviour in your store or on your website/marketplace.

• Find out what items do they typically buy, how much, and how often (Recency-Frequency-Monetary value or RFM Analysis)

Leading to the next point, look at their purchases and figure out the objective of their purchases. Are they buying for themselves or others? Especially during the holiday season, what type of gifts are they adding to their shopping carts, both online and offline? Are they buying for an office gift exchange, for friends, family, or their partners? How often do they buy products that you sell? What is their average basket/ticket size? And, so on.   Different types of shoppers will exhibit varying budgets and different product purchases. This will help you see what inventory to stock up and how your staff is able to give sound recommendations. 

Based on the research data for the above two points, you’d be able to create various buyer personas such as Decisive/Commanding, Collaborative, Outgoing, Sceptical, Analytical, and Easy going. Using the right kind of omni-channel retail software, you will be able to design your marketing promotions to suit each persona, build and manage your loyalty programs, and offer them a variety of speedy order fulfilment options to suit their needs.

Typically, shoppers like to browse/explore several products and take their time shopping. During the festive season, we all know that shoppers want to get their festive shopping done as soon as possible. But they also look for the best promotions and offers suitable to them. Stores are also in a rush to clear as many shoppers as possible so that they can clear their stock and hit the KPIs for the year. So how then do we go about speeding up the process?

• Personalize gift ideas, festive promotions, and discount offers

Make use of all the online and offline data you’ve collected throughout the year and send your existing customers a curated list of gift ideas, festive promotions, and offers. Not only does this show that your brand cares for its customers, but it also reduces the time they need to think about what to buy next. They can spend more time browsing and buying/adding to their wish list more items from your shop.

The personalized promotions pique the interest of the customers and the discounts/offers essentially encourage them to buy more!

With ETP’s Promotion Planning tool, ETP Accelerator, you can roll out promotions specific to buyer personas or customer segments as well as easily define the business rules based on merchandise, time, and location.

• Extend your digital-channel presence and increase customer engagement

81% of retail shoppers conduct online research before buying. The overwhelming majority of retail consumers start their journey with online research. The majority of these searches occur on mobile devices (nearly 77%), since retail shoppers frequently research competitor products and pricing in-store. App downloads increased greatly during the pandemic and a vast majority of the retailer fraternity has planned to prioritize a retail mobility or mPOS solution to transcend the omnichannel customer experience their brand offers and to be present where your customers are and when they are looking to purchase.

• Use loyalty marketing to boost holiday season profits

Many stores are looking at growing their customer base to generate more revenue this festive shopping season. More customers equals more revenue, right? Yes, in some sense that is the truth. However, if you are not retaining your customers and the outflow of customers is equal to, if not larger than the incoming new customers, not only will you not grow your revenue, you might even be losing revenue! So, what should you do to retain your customer base? Loyalty is the key; here are some ways you can work on your loyalty programs in the festive season. 

1. Reward all paying customers: During this festive season, it is important that stores pay attention to all customers and try to capture their value as much as possible. Instead of letting customers go through a lengthy sign-up process or have to download an app just to redeem rewards and potentially lose their interest in signing up for any loyalty programs, issue a Mobile POS (mPOS) in-store to equip store staff to be able to register the customers instantly and gain rewards for their purchases. This way, the customers might be incentivized to purchase more gifts from your store just to redeem the rewards! 
2. Understand how customers want to be rewarded: Some stores offer cash rebates as loyalty rewards, others offer a little gift or just a priority to an exclusive item. Rewards for loyalty programs can come in many shapes and types. However, a little research needs to go into how customers would like to be rewarded for their continued purchases from your store. Especially during the festive season, many customers may be looking for cash rebates for their gift purchases. As they are buying in large quantities for gift exchanges for family, colleagues, and friends, they might be looking to save so that they can stretch their dollars to buy more gifts. Act accordingly and offer them that!
3. Develop personalized loyalty programs: Nothing beats having a personalized loyalty program that shows the customers that they are being valued and taken care of. Knowing your customers’ buying behaviour will inadvertently allow you to know what sort of rewards and programs they are looking for. No one program will be suitable for all customers. So dig out the data and start to tailor the loyalty system to individuals so that they will be more likely to think of your store when they want to make their next purchase. Especially now when they are shopping for themselves or for others, it is a great time to see their buying behaviours and figure out the customer buying journey.
4. Allow real-time earning and burning of loyalty points: In today’s world of instant gratification, customers will not wait to earn and burn their loyalty points. Therefore, it is important to implement loyalty programs with features such as ETP’s In-POS Earn & Burn that allows your customers to instantly accumulate loyalty points through both their online as well as offline (in-store) purchases. They can then redeem these points in real-time (in the same purchase transaction) for shopping across all channels, thus enhancing their shopping experience.

In the after-effects of the pandemic, as we move further away from fear and anxiety towards a holiday season that is filled with hope, bounce back and fully vaccinated retail staff as well as fully vaccinated shoppers, even with the rise in online purchases, there is undoubtedly going to be an increased footfall in the retail stores in preparation of the gift-giving season. 

Through much of last year (2020) and a greater part of the beginning of this year (2021), given the Covid restrictions, many stores had a limit as to how many customers can be in store at a given point in time. With many of these restrictions being relaxed globally this holiday season, there is a need for brands to be ready to tackle large crowds and long lines at the checkout counters resulting in frustrations and potential loss of sales during a potential peak period.

A recent case of concern was when a leading footwear store had its flagship store closed due to the breaching of COVID restrictions during a product launch which drew huge crowds outside the store despite the advisories on crowd management. Nobody wanted this to happen, but it did!

So how do you get your retail business including the stores, your brand.com, marketplaces, mobile apps, etc. to be ready to welcome the holiday season shoppers and give them access to your products, payment methods, and order fulfilment options from wherever they please and whenever they please while offering them great service and amazing shopping experiences? There are a few ways that brands can adopt to tackle the basics while reopening stores, and potentially improving customer experience and sales. 

• Get your store staff trained and ready

In stores, other than the products, the staff is crucial in giving the shopper a pleasant shopping experience. With increased crowds, the store staff needs to be trained to not only be quick in their service and checkout but there is a need for them to be good in their product knowledge so that they are able to assist customers promptly. The knowledge will help the store to be more efficient in tending to customers’ queries and improve their shopping experience. This in turn helps to manage the crowd and allows the store to serve more customers within a shorter amount of time, decreasing the wait time for customers waiting to enter the store. 

Keeping Covid restrictions and requisites in mind, the staff needs to be trained to handle social distancing and product handling as per policies set up. Having masks and hand sanitizers handy is mandatory and certainly goes a long way.

• Give your staff robust and easy-to-use retail software solutions

Deploying the right retail software tools both in-stores and at the head office is crucial for getting the right product at the right time to the right place in the right quantities, and in effect, empowering you to offer an enhanced shopping experience to your customers that makes them buy more, buy fast and buy again! Retailers who leverage an integrated supply chain, POS, CRM, Promotion Planning, and Analytics tools stand to gain in a competitive market from business benefits such as efficient business plan for channel/store based on historical sales and the economic scenario, for example ‘sales during seasons (festivals)’. Some of the most important software that every retailer must invest in are:

      1)       Point of Sale (POS)

Benefits of an innovative POS software for your retail business notably include making it extremely easy to manage your retail business by significantly simplifying daily business tasks such as maintaining customer details and buying history, better promotion, inventory, and loyalty management, simple invoicing, quick checkouts, secure payments and many, many more.

The last thing you want is for the checkout to be slow and frustrating for the customer enough to leave the queue and not buy anything. Having a faster POS workflow not only reduces wait time but also allows employees to concentrate on engaging the shopper and potentially selling more through the checkout process. 

With an efficient and easy-to-use POS system, instead of fumbling around with unnecessary checkout processes, retail store staff will be able to offer cross-selling and up-selling recommendations and convince the shoppers to purchase other items to complement the customers’ original purchases. 

      2)       Mobile POS (mPOS) system

Nothing beats being able to purchase items without even going to the checkout counter and queuing up. Since there will be a long line of shoppers at the checkout counters, why not make use of the opportunity to sell items to the people in the queue? Having an mPOS system opens up a lot of opportunities – inventory can be checked on the go, applicable promotions can be looked up, additional items can be purchased while waiting in the queue, adequate social distancing can be maintained in-store, and secure billing can be completed making the shopping experience a truly memorable one. 

Shoppers who just want to grab a small item are able to purchase it quickly from dedicated counters that have the mPOS system in place. Meaning, shoppers who just want to buy a single item would not have to wait in line and can be in and out of the store faster. This allows the retailer to clear customers faster, maintain a healthy queue, have a quicker inventory turnover, and keep the shoppers happy.

• Give your shoppers any time access to goods

Making the transition from traditional retail to being an omni-channel retailer during this festive shopping season while the pandemic is still around, makes it hassle-free for stores to limit the number of people in the store and in the checkout queues, and yet improve the store’s revenue and get more sales while still maintaining good COVID practices.

Buy Online Pickup In-Store (BOPIS) or click and collect is something that is up and coming around the world. It is important for shoppers who are not able to head to the shops during office hours to be able to still browse and pay for the items and pick up the item when it is convenient. 

This allows customers to purchase items online without even stepping into the store and mingling with other shoppers. This arrangement will free up the store to allow other shoppers to enter and it will help the store to not lose sales due to COVID restrictions and impatient or anxious customers. 

• Wider product offerings

Given the store’s limited capacity and limited shelf space, it is difficult for all the products to be displayed in-store. Having the endless aisle option will open up the ability for customers to view the entire inventory and pick out items either to be shipped to their homes or reserve them for picking up another time. 

This opens up more choices for customers to choose from, while at the same time keeping the number of shoppers low in stores. Endless aisle will also allow staff to have a clearer view of the availability of items. They are able to provide prompt alternatives and offer other options to shoppers when stocks run out, saving time from checking the inventory physically.

• Bring in online data

If you have an online/omni-channel presence, the data you collect online is also very valuable. The online buying behaviour may be different from that in the stores. Hence, it is important for you to analyse the online data to figure out how to properly promote and structure the online purchases. 

The online purchase behaviour can also be a piece of additional information for in-store buying behaviour – it can show you what are the typical items that are purchased together and this might help you figure out your store planogram – that is, deciding which inventory to prioritise when planning the display on your shelves.

Successful retailers know their customers (almost) personally. Not only do they know what the customers are buying and what they want to purchase, but also their behaviour outside the store such as their hobbies and interests, important milestones, etc. By analysing all that information, they are able to provide stellar customer experiences across all channels, particularly in-store. Stores are aware that the day they stop knowing their customer is the day they lose that customer. 

It is definitely a difficult time for retailers during this festive season in the aftermath of the pandemic. However, it is also an opportunity for retailers to show their customers the adaptability and ingenuity of the store and impress them positively.

The holiday season always brings in waves of shoppers that often results in longer checkout and long queues. This will often turn shoppers off and direct them into your competitors’ store where there are shorter queues and more efficient check out systems. 

So, what can you do to move the queues at lightning speed and potentially sell more and gain more customers? 

• Have a mobile POS (mPOS) system 

A mPOS system will allow your staff to help customers check out faster and for them to assist with smaller purchases so that the customers can be out the door as soon as possible. 

Having an mPOS system would also mean that you can be registering right outside the store and customers are able to enter and purchase quickly. This allows retailers to engage shoppers in the queue awaiting to enter the store and potentially close sales using the mPOS system. This divide and delight strategy will help ease the crowd significantly and customers will not have to wait too long to pay for their items, keeping them happy and allowing them to have a great impression of your store. 

• Introduce BOPIS

BOPIS, buy online and pick up in-store. This strategy allows customers to buy and purchase online and hop over to your store to grab the item. They may even be queueing in another store and purchasing your item so that they can grab and go afterwards. 

By doing this, customers will be able to have the instant gratification of getting the item instantly without having to queue for it. 

• Offer endless aisle 

During the holiday season, it is common to see empty shelves and frustrated shoppers. Staff are unable to restock the shelves in time and that leaves the shoppers frustrated because they made a wasted trip down. 

Hence, having an endless aisle option, allows for the customers in store to view the entire inventory across all your stores and warehouses and pick out the item either to be shipped to their homes or reserve it for pick up another time. This will reduce the number of shoppers queuing up just to ask about the availability of the item and when will the next batch of stocks arrive, significantly reducing the queues in stores.

• Have an e-commerce presence

All the previous options are all related to the physical store front. What if you have a fully digital option where shoppers are able to shop online and have the goods delivered right to their doorstep? 

In this way, you reduce the number of customers in store and may even potentially have more sales online because the customer is not limited by the number of items they can carry!

Many stores are looking at growing their customer base to generate more revenue. More customers equals more revenue, right?

Yes, in some sense that is the truth. However, if you are not retaining your customers and the outflow of customers is equal to, if not larger than the incoming new customers, not only will you not grow your revenue, you might be even losing revenue!

So, what should you do to retain your customer base? Loyalty is the key, here are some ways you can work on your loyalty programmes in the festive season. 

• Reward all paying customers

You know how some stores require a customer to sign up for a membership or download an app just to redeem rewards? Or there are some that only accept credit cards to issue points. 

It is important that stores pay attention to all customers and try to capture their value as much as possible. 

During this festive season, instead of letting customers go through a lengthy sign up form and potentially lose their interest in signing up for any loyalty programmes, issue a Mobile POS to register them instantly and gain rewards for their purchases, this way the customers might be incentivised to purchase more gifts from your store just to redeem that reward! 

• Understand how customers want to be rewarded

Some stores offer cash rebates, some offer a little gift or just a priority to an exclusive item. Rewards for loyalty programmes can come in many shapes and forms. However, a little research needs to go into how customers would like to be rewarded for their continued purchases from your store. 

Especially during the festive season, many customers may be looking for cash rebates for their gift purchases. As they are buying in large quantities for gift exchanges for family, colleagues and friends, they might be looking to save so that they can stretch their dollar to buy more gifts. Think about that!

• Develop personalised loyalty programs

Nothing beats having a personalised loyalty program that shows the customers that they are being valued and taken care of. 

Knowing your customers’ buying behaviour will inadvertently allow you to know what sort of rewards and programmes they are looking for. No one programme will be suitable to all customers. So dig out the data and start to tailor the loyalty system to individuals so that they will be more likely to think of your store when they want to make their next purchase. 

Especially now when they are shopping for themselves or for others, it is a great time to see their buying behaviours and figure out the customer buying journey.

In this holiday season, even with the pandemic and increased online purchases, there will undoubtedly be increased footfall into stores in preparation for the gift giving season.

Given the covid restrictions, many stores have a limit as to how many customers can be in store at a given time. Hence, there is a need for brands to be ready to tackle frustrations and long lines and potential loss of sales during a supposed peak period.

A recent case where a leading footwear store had its flagship store closed due to the breaching of COVID restrictions during a product launch which drew huge crowds outside the store despite the advisories on crowd management. Nobody wanted this to happen, but it did!

There are a few ways that stores can tackle the basics, and potentially increase customer experience and sales.

• Get staff trained and ready

In stores, other than the products, staff is important in giving the shopper a pleasant shopping experience. With increased crowds, staff needs to be trained to not only be quick in their service and checkout, but there is a need for them to be good in their product knowledge so that they are able to assist customers promptly. The knowledge will help the store to be more efficient in tending to customers’ queries and improve their shopping experience. This in turn helps to manage the crowd and allows the store to serve more customers in a shorter amount of time, decreasing the wait time for customers waiting to enter the store.

Keeping COVID in mind, the staff needs to be trained to handle social distancing and product handling as per policies set up. Having masks and hand sanitizers handy goes a long way.

• Think through Point of Sale (POS) workflow and system

The last thing you want is for the checkout to be slow and frustrate the customer enough to leave the queue and not buy anything. Having a faster POS workflow not only reduces wait time but it also allows employees to concentrate on engaging the shopper and potentially sell more through the checkout process.

With an efficient and easy to use POS system, instead of fumbling around with unnecessary checkout processes, employees will  be able to offer recommendations and convince shoppers to purchase other items to complement the customers’ original purchases.

• Invest in a mobile POS (mPOS) system

Nothing beats being able to purchase items even without even going to the checkout counter and queuing up. Since there will be a line out the door, why not make use of the opportunity to sell items to the people in the queue? Having an mPOS system opens up a lot of opportunities, inventory can be checked on the go, items can be purchased outside the store and it just makes the shopping experience so much better.

Shoppers who just want to grab a small item are able to just purchase it from dedicated counters that have the mPOS system in place. Meaning, shoppers who just want to buy a single item would not have to wait in line and can be in and out of the store faster. This allows the retailer to clear customers faster and maintain a healthy queue and keep shoppers happy.