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Leslie Carothers

A tech vision for retail "WOW"

Ok, stay with me. I know a lot of stores are barely up to speed on email, the use of digital cameras and scanners. Then again, I've run across several in my travels that ARE completely up to speed in these technologies…and more.

These tech-saavy retailers are using these tools to not only increase the velocity of their sales processes, improve efficiencies, etc. but to communicate to their customers (and especially the younger ones) that they "get" how these consumers want and EXPECT to do business.

It's a sign to this younger consumer that a store is a place that wants their business when technology is being utilized to its fullest to provide them with the type of shopping experience to which they have become accustomed (i.e. one that provides mass customization over the internet- seen Nike's Web site lately where you can design your own shoe? how about mars where you can have your M&M's customized in your favorite colors and with special letters—is anyone in furniture manufacturing land reading this?)

It's also a sign to the "baby boomer" consumer who is usually time strapped that a store understands their predicament and is going out of their way to help them get the information they need faster. So both groups are served by the use of technology to help them with their buying decisions, although technology appeals to them for different reasons.
 

Now, here's the vision and I WANT your feedback. 
 

I see a much bigger picture emerging for the use of technology in retail sales in our business and I'm sure there's more- if you have another tool that I don't know about- let me know!
 

What are the number one, two and three reasons customers don't buy? (1) They can't visualize what they see in the store in their home. (2) They don't think they can afford what they like. (3) They have no way to find out quickly if they're getting the best value for their money with respect to construction, fabric durability, warranty, etc. 
 

How many of you reading this have experienced any of these concerns/issues yourselves when shopping?
 

So, how can we integrate technology to solve these issues?
 
1. All Web sites need to allow online credit processing.

2. All Web sites need to have an online room planning tool(-email me if you need recommendations at tkp@sbcglobal.net)

3. All stores should integrate a live person into their Web sales process for answering customer's questions.

4. All sales consultants must have their own Web addresses and be able to communicate with their customers via your Web site-easily. Do you know anyone you do business with yourself that doesn't have a business email address? If you don't trust your consultants, then think twice about why not.

5. Stores must have kiosks(again email me if you need a recommendation) so that, when the customer walks in(think Target) they can work with a sales consultant and then go to the kiosk for:  online room planning, online wedding/housewarming gift registries,product pull-downs with dimensions, etc.

The technology exists to integrate product databases with online room planning. By utilizing kiosk technology, the consultant can work with the customer and build rapport and give them creative ideas for their room ,but then the customer would be free to use the consultant's knowledge to play (a word we don't use too much in selling) and experiment with product at a kiosk which has online room planning capabilities.

The consultants could then help additional customers while giving their previous customers the freedom to build their own sale without feeling pressured. Consumers everywhere would appreciate this approach. After the customer has imagined their new room at the kiosk(where they also have the privacy to talk) then they can apply for credit online, too. Kiosk technology also lets you advertise specials, promotions, etc, which could be tied into what the customer chooses as they are picking out product. 
 

Another idea: what if you don't like kiosks and you want your consultants to stay completely in touch with their customers throughout their time in the store? Arm them with tablet PC's for online room planning, checking real-time inventory, vendor lead times, etc. right from the sofa they're sitting on with the customer. This technology is used in many different industries-why not furniture? Imagine the WOW this would be for the customer! Imagine how proud your consultants would be to work for a store that was so far ahead of the curve with respect to technology utilization.
 

My last idea is for a partnership between manufacturers and retailers and the consumers. Do you realize that no national Web site exists for product comparisons between different brands of furniture-mush less different pieces of furniture? There is no consumer Web site where consumers can post feedback on different brand experiences either. So, why does it take so long for people to make a decision sometimes? Because they can't find the quality and construction information they need on the Web and they can't compare basic pricing as you can now do for almost every other commodity item. Why not? This would speed the sales process up immensely and allow manufacturers to have an international forum for promoting the feature/benefit/value proposition of their brand item vs. another in a way that would vastly speed up the decision making process by the consumer.

Think about it-  why IS one sofa better than another? Why IS one retailer better than another? How do I cross compare quickly?

 
I'll leave you with this… when is the last time you went into Target and checked out their kiosk system? Have you seen a first rate online room planning tool? Check out www.jordans.com. When is the last time you bought a car without comparing features/benefits and price on the internet before shopping for it?  Think you can't afford it? Where do you want your business to be in the next 10 years?  (to add public comments click on "Add your Comment" below, or to email Leslie directly click here.)