Thursday, 1 May 2014
Vaughan Reed - NZ Herald
What many traditional retailers fail to see is that the only thing standing between them and getting the upper hand on their virtual online counterparts is technology, and embracing what it can add to a customer's total retail experience.
The battle between traditional brick and mortar stores vs. the growing number of virtual online retailers (e-tailers) has been raging on through the media for several months now. First there was the push to charge GST on items purchased from offshore websites in an effort to level the playing field between offshore e-tailers and our local retailers who immediately have to add 15 per cent to their baseline cost.
Then we were hit with news of a potential merger between the David Jones and Myers department stores due to their inability to effectively tackle the dotcom era of online retailing. Should the merger go ahead it will likely cut operating costs by effectively halving the number of stores. It will no doubt also improve their collective buying power, but unless they adapt and compete head on with e-tailers they are only delaying the inevitable.
The point is that what many physical retailers fail to see is that the only thing standing between them and getting the upper hand on their online counterparts is technology and embracing what it can add to the total retail experience. "76 per cent of shopping decisions are made in- store"
Simply adding an online sales channel to an existing physical outlet store(s) is not going to cut-it, as this is now a given. Adapting is really about integrating the virtual and in-store channels to deliver a consistently unbeatable customer experience; one that only retailers with physical stores can deliver.
It's marketing 101, but most consumer purchasing decisions are driven by emotion (the experience) more so than by logical reasoning (the price). Not convinced? According to the Point of Purchase Advertising International (POPAI), 76 per cent of shopping decisions are made in- store. Meaning that physical retailers are in a better position to tap into these emotional triggers. The question is how?
In-store touch screen kiosks have been touted as the next big thing to hit retail for some time now, but until recently they were big ticket items, out of reach to most retailers. The original models were also self-contained standalone devices that were unable to connect to a website or point of sale system. Technology has finally caught-up with the hype and touch screen kiosks are now viable solutions for retailers, which facilitate a merge between the virtual and physical retail channels.
Some of the ways touch screen kiosks are enhancing the in-store customer experience are:
Vaughan Reed is managing director of web design company Labyrinth Solutions which specialises in website and kiosk solutions.
- NZ Herald Article
Labyrinth's Internal Communication Channel has enabled our client to reach staff and key... Read More
Labyrinth Solutions worked closely with Barfoot & Thompson's IT specialists to migrate their... Read More
An Internal Communication Channel was developed for the flexible office space located at Smales... Read More
NZ Direct Marketing Awards incorporated Labyrinth's Social Media Mashup at their 2017-2018 awards... Read More
Labyrinth's Social Media Mashup was the key element of digital signage at the One Day Festival of... Read More
Our clients have discerning tastes in real estate and also their technology! We've given Property... Read More
A joint venture between Matamata Real Estate and Farmlands Real Estate required us to design their... Read More
LJ Hooker branches in Karaka and Hobsonville took advantage of installing our Touch Window service... Read More
It’s our client's vision to be innovative, lead the industry and surpass expectations, and the 24/7... Read More
A nationwide Digital Menu Board installation is being undertaken within all New Zealand Burger... Read More
The 130 year celebration in 2016 held at the Methven Head Office required a big launch and big... Read More
CaféMedia is seen in selected cafés across Auckland. Café criteria includes serving 4,500+ avg.... Read More
An Internal Communication Channel of 15+ screens was created for multiple requirements at Edmund... Read More
Digital Screens running content through Labyrinth's Contegro Software are displayed proudly in... Read More
A nationwide Internal Communication Channel was developed for the various locations of Hill... Read More
An Internal Communication Channel was created for our client in their 4 nationwide locations. Each... Read More
Fast food locations are an industry that's currently going through many Digital Menu Board... Read More
Customized and up-to-date content for both staff and community which includes the their Radio... Read More
Our 24/7 Real Estate allows passing foot traffic and window shoppers to access Prestige’s extensive... Read More
Our 24/7 Storefront allows passing foot traffic and window shoppers to access The Homestore’s... Read More
Digital signage was required by our client - a busy tourism venture operating at Franz Josef... Read More
Against the backdrop of some of New Zealand’s most beautiful locations, the Scenic Hotel Group... Read More
We’ll help turn your good idea into an impressive outcome!