Customer Service
Ways to improve cashierless experiences for today's shoppers
With personalized offers, real-time access to information and post-purchase communication, cashierless stores can be sure to create an easy, fast experience that turns shoppers into loyal, repeat customers.
September 20, 2022 by Michael Jaszczyk — CTO, U.S. CEO, GK Software
Imagine a shopper with just an hour lunch break before their next work meeting. They're looking for a convenient option that minimizes their time spent in a store, whether that's by scanning items or standing in line to pay. It's the perfect scenario for a cashierless store, which is designed to deliver a flexible shopping journey and remove friction. The future of these formats now involves technology which allows shoppers to enter a store, grab what they need and leave — no contact with an associate required.
Personalized offers with privacy in mind
Let's say this same shopper comes into your store for their lunch break. They're a return customer, one that regularly purchases a sandwich and a beverage. Therefore, it might make sense to provide them a personalized offer to upsell them on a bag of chips. Similarly, as they add items into their basket, you can suggest relevant items to purchase alongside the item, or even a discount on a product they bought last time. After all, 71% of consumers expect companies to deliver personalized interactions.
Access to data is critical to understanding shopper behavior on an individual level. However, privacy is a main concern for consumers as they shop in cashierless spaces. You must be careful to provide them a way to shop as a guest to build trust and ensure you don't lose their business. Some may choose to fill out a profile and voluntarily agree to share past data to receive relevant offers. But others may be more hesitant.
Real-time access to information for shoppers
It can be frustrating for consumers to shop via mobile in a store without knowing the total of their basket until they reach checkout. In some fully contactless, cashierless stores, shoppers don't know their total until they're out the door. A critical component is missing.
Contactless shopping doesn't mean a shopper has to lose out if they don't interact with an employee. With the option to use a branded app, shoppers can see all relevant information about their basket throughout their journey. This includes the items added, prices, total cost and promotions or coupons that have been applied.
Imagine your lunch rush shopper wants to add the bag of chips you recommended to their usual order. On their mobile phone via an app, they can quickly access relevant product details such as price, ingredients and nutrition. This helps make the sale and builds trust.
Multiple payment options
The payment step is critical to a successful cashierless shopping experience, as shoppers have the option not to wait in a line to checkout and pay. As soon as they set foot in the store, shoppers can decide whether they want to be pre-authorized — meaning they enter their payment information beforehand — or if they want to pay in the store at a kiosk. Hybrid options are key to meeting every one of your customer's needs.
McKinsey reports that more than three-quarters of Americans use some form of digital payment. Alongside the growth in adoption, the number of digital payments also continues to rise. This gives consumers a number of options, including mobile, QR codes or tap to pay. An advanced contactless store must accommodate multiple payment options to meet customer preferences and expedite convenience.
Continued customer experience post-purchase
When a customer leaves the store, you want them to remember how easy it was to shop with you. To ensure you remain top of mind, extend the shopping experience beyond the physical store with mobile receipts.
A 78% majority of consumers say that personalized communications make them more likely to repurchase. Sending shoppers a mobile receipt that includes a relevant offer for their next visit is an effective post-purchase communication method. What's more, e-receipts can be used alongside existing customer loyalty programs, creating a unified experience.
Cashierless stores for today's shoppers
Once thought as technology of the future, cashierless stores are becoming reality for many types of retailers as competition grows and verticals merge. For example, convenience stores with prepared foods or grocery stores with a restaurant offering — "grocerants" — are prime candidates for cashierless experiences.
As you look to implement this technology, remember that a consistent offering is vital for customer satisfaction. With personalized offers, real-time access to information and post-purchase communication, you can be sure to create an easy, fast experience that turns shoppers into loyal, repeat customers.
About Michael Jaszczyk
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