Motivating Customers to Return

You got them. Your advertising, location, or word-of-mouth drew them in. They shopped your store, took a look around – maybe even purchased something. But to a retailer, once is not enough. It never is. Your investments in staff, training, TI, the atmosphere – moreover your goals and hopes and dreams of being a business-owner or shareholder – is the make those customers return to purchase more. Not MAKE, no, you want them to DESIRE to come back. So how do you do it?

Those hopes and dreams aren’t going to make do. No, there are many motivating factors (or deterrents) to making someone want to come back – and/or leave positive or negative reviews about your business.

A recent study by PlanetRetail commissioned by DisplayData took a look at some of the key responses from consumers on what would make them come back to a physical store. Some are surprising, others not so much. Sit back, kick up your feet, and get ready to motivate your customers to come back. (But don’t sit too long – you have WORK to do!)

Number 1: Being able to buy an item on promotion as advertised. We’ve said it before and we’ll say it again. Customers shopping in your retail store expect accurate pricing. They’ve seen items listed on your website or the social media – and they expect those items to be priced accordingly. Paper tags are expensive to manage and prone to errors – even in the most well-intentioned stores. Tags may not reflect what is actually in your Point-of-Sale system – and errors upon checkout are likely to frustrate not only the customer but your staff. Electronic Shelf Label’s sync within seconds of updating prices in your register – ensuring accurate and reliable pricing.

Number 2: Receiving appropriate promotions and being able to use them. Well-managed ERP systems and prominent advertising are key to this. Stores who have developed their own apps are even farther ahead of the game in being able to manage and send individualized promotions to certain consumers. Bonus points go to those retailers who decide to take the plunge into technology on their shelf edge to implement bluetooth direct-advertising promotions to consumers walking through their stores.

Number 3: Great Deals on Products close to expiration dates. Variable pricing is key here. Custom algorithms in your ERP system can slowly decrease price as a product nears expiration. Rather than sending staff out on a daily (or even hourly) basis to change price tags – rely on the automation in your ERP / POS system and let your tags sync automatically.

Honorable Mentions:

  • Stock Information at the Shelf-Edge – Automatically sync important variable information at the shelf-edge right on the tags. Customer interested in a pair of shoes? Let them know what sizes and colors are in stock, ready to buy.
  • Product Information at the Shelf-Edge – Include detailed descriptions on hot-items using larger ESL’s and display prominent QR codes directly on tags to allow consumers to link to your web-site (or the manufacturer’s) for a quick look at important data.
  • Browsing for products not-in-stock– Have a stock-out or a custom order variant of an item on your shelves? Display information about shipping times and a QR code directly on the ESL to enable customers to drive quick sales online to your store.
  • Display Reviews– Let consumers know you sell quality merchandise by directly displaying star-ratings on an ESL for an associated item. Ratings can change in real time to reflect the current attitude of consumers to an item.

Electronic Shelf Labels are SO much more than just digital price tags. They are gateways to product & stock information and allow consumers the ability to shop more personally – rather than calling an associate for help – they can do it themselves. Imagine the possibilities. Epyc Retail.

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