Commentary

Navigating the consumer journey in the digital age

Personalization shouldn't stop at the kiosk or the website. Retailers can enhance their promotions through marketing platforms that promote and influence through social channels, receipts and more, driving consumer interest.

Image courtesy of iStock.

February 14, 2020 by Scott Robinson — Director of Future Retail Product Line, Kodak Moments

Retailers have long known that the secret to sales success is to help consumers find what they are looking for, and then to guide them through the purchase process — step by step — in a way that minimizes effort and confusion and maximizes revenue. That is, helping consumers conduct a transaction as quickly as possible, and creating upsell and trial during that shopping trip.

But the digital age has brought on many new challenges and opportunities for retail. Consumers now expect the retailer to offer a variety of shopping choices from a multitude of platforms (like apps, mobile and desktop web) as well as advanced personalization such as remembering shopping habits and past purchases. In fact, according to the National Retail Federation, 80% of consumers agree that online shopping technologies and innovations have improved their experience, with in-store improvements coming in at 66%.

Kiosks now more than ever are a part of that changing retail landscape, and the trend is to integrate them into the digital consumer journey. Kiosks are being employed in everything from extending the selection to the endless aisle of products in store, to assisting with the last few yards of the buy-online and pick-up in-store journey, known as BOPIS. Additionally, mobile solutions are integrated into these journeys to work in conjunction with the kiosk or store systems to assist the consumer in the purchase.

A few examples of kiosks integrated with mobile are Redbox reservations made on mobile that reserve a movie or game for pickup at one of its self-service rental machines, and Walmart sending a barcode to the consumer's mobile device for check in at a kiosk for pick-up in-store items. Photo kiosks are also getting into the trend, utilizing mobile for photo orders that can then be claimed at a kiosk in store for fulfillment.

The more retailers address evolving consumer behavior, the more chances they have for driving loyalty and creating advocacy. Connecting the offline and online experiences continues to be a significant focus, with many brands trying to bridge the gap to deliver a more seamless experience.

Enabling new digital pathways

Undeniably, future trends are changing where increasingly orders are originating out-of-store from mobile devices via apps or mobile web. Integrating this mobile pathway in an easy-to-understand and useful way is the key to successfully addressing this evolving consumer trend. Companies must learn to rely on mobile interfaces for their consumer interaction. Therefore, a seamless communication between the mobile device and the in-store experience at a self-service kiosk is paramount to delivering on the promise that the technology enables. A customer should feel assured that they can quickly receive their order at a kiosk after doing most of the work before they get there.

Great care must be taken in designing these new digitally enabled journeys, so that even the less technical/adventurous consumer can take advantage of the benefits. The design must easily flow the shopper through the experience in a way that doesn't intimidate or alienate. In addition to guiding them through the purchase process step by step, with the added advantage of digital, the consumer can be presented with awareness and trial of new products and/or services in a personalized way.

The art of personalization

Personalizing individual touchpoints across channels makes an impact in encouraging consumers to complete the path to purchase. Equipped with software that can be augmented with customized promotions based on purchase history, digital experiences on mobile and kiosks while in store allow for upselling and inspiration even if the consumer started their journey before they got to the store. BOPIS often requires an account login, which can offer additional tailored communication and upsell, furthering loyalty from consumers.

The Kodak Moments kiosk and printer allow consumers to showcase their favorite photos and share them with family and friends. Picture courtesy of Kodak Moments.

And personalization shouldn't stop at the kiosk or the website. Retailers can enhance their promotions through marketing platforms that promote and influence through social channels, receipts and more, driving consumer interest.

No matter how or where the shopper journey starts, retailers should continuously evaluate and research their shopper base to make sure they're offering the most relevant pathways to purchase and plan accordingly. Technology and digital experiences should be considered as opportunities to create an engaging consumer journey that offers more choices and ultimately drives more sales.

About Scott Robinson

Scott Robinson is a Director of Product Management at Kodak Moments where he leads the development of future retail experiences. His knowledge and experience offer an in-depth understanding and insight into consumer behaviors and trends in an omnichannel world.

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