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Business news, 14.01.2013 17:31
Retailers yet to Embrace Cross-Channel Technology Could Be Losing Customers, Finds Synqera
Retaining consumer interest and loyalty is extremely challenging, as many shoppers make their decisions based purely on price. However, using cross-channel technology to engage customers can reap great rewards, and retailers slow to embrace these tools will miss out, advises Synqera.
In the past few decades there has been an explosion in new channels to communicate with customers. In addition to the traditional in-store advertising there are now a number of tools which can be integrated to maximise engagement, such as mobile phones, online promotions and multi-media resources at the point of sale. Research undertaken this year by RSR Research found that while 100 per cent of retailers believe the customer shopping experience should be consolidated across all channels for a consistent experience, only 32 per cent have achieved that goal.
Customers are now comfortable with the use of loyalty cards as a way of accessing specific bespoke offers. But for a truly successfully programme, it is essential that this method is combined with other off and on-line marketing elements, such as social media, digital and in-store technologies. Experian found earlier this year that emails targeted to customers who were subscribed to loyalty programmes have a 40 per cent higher open rate. This indicates that retailers not co-ordinating their activities are missing an opportunity for increased sales.
Kirill Gorynya, CEO of Synqera, comments: "With increased pressure on marketing budgets within the retail sector, particularly in FMCG, it is important that any investment is targeted and effective. Using cross-channel technology allows brands to integrate their activities and is a safe route for ensuring maximum return on investment. Many retailers have access to useful customer data regarding shopping habits and choices, and using this to target them via emails, mobile technology and even in-store advertising will be sure to lead to success.
"Our new interactive payment terminal, Simplate, not only offers payment innovations, such as contactless payment, but also allows retailers to communicate with their customers at the check-out, exactly at the point when they are open to up and cross-selling. Simplate can be integrated with back-end and front-end infrastructure to deliver ultimate connectivity, operating alongside existing loyalty programmes. Other sophisticated features include facial recognition, which will enrich CRM data. Through Simplate retailers can advertise to consumers, present vouchers and bonuses that are specifically tailored to each individual, reward loyalty and increase retention."
SIMPLATE features a touch screen, a camera capable of verifying the gender of the customer, microphone, and an NFC payment function to support contactless transactions and read authorised loyalty cards, mobile phones and payment card data.For more information about Synqera visit www.synqera.com.