US survey insights: Customers now expect to see Retail Choreography solutions in these stores

Imogen Wethered
by Imogen Wethered

At the end of October we surveyed 2,000 US consumers to better understand how Retail Choreography software solutions are being implemented by retailers right now, and how they could help to counter the customer health and experience challenges posed by the pandemic to drive more footfall to stores and retain customers once inside.

Download the full survey report here

We surveyed consumers on the usefulness and benefits of:

What are Retail Choreography software solutions?

Just like a dance choreographer constructs powerful and captivating dance routines through carefully planning and controlling the movement of their dancers across novel and exciting stage environments…

Retail Choreography software solutions enable retailers to construct captivating omni-channel retail offerings, through better planning and controlling or “choreographing” their customers and brand representatives to ensure seamless customer flow and powerful brand interactions.

Retail Choreography solutions focus on helping retailers to achieve this through holistically managing their customer experience, operations and data.

The Retail Choreography solutions focused on in this survey:

Virtual wait line systems: to manage store capacity and to enable customers to wait virtually using their phone or through a host with a tablet.

Appointment scheduling software: to enable customers to schedule store visits and in-person service or virtual service 24/7 from any channel.

Contactless Order Pickup Check-in: to enable customers with online orders to check-in when they arrive at store so that store teams bring their order to them outside of the store.

On average across different types of stores, customers rated the usefulness of these different Retail Choreography solutions in the following order:

1.Virtual appointments (45%)

2.Virtual wait line systems / virtual queuing systems (20%)

3.Contactless pickup (20%)

4.In-store appointments (18%)

5.Hosts with tablet (18%)

Store types consumers expect Retail Choreography solutions in

Our survey found that, during and likely beyond the pandemic, customers would find all the Retail Choreography solutions in question useful within every type of retail store. The priority and extent to which each solution was found useful varied based on the type of retail store, for example:

Younger generations demand Retail Choreography solutions from brands

The survey responses also indicate that any retailers who use any of these five solutions to choreograph their customers’ experience stand to gain significantly through improved revenues and brand relationships across channels. The solutions would positively impact consumers’ interactions with retailers in one or more of the following ways:

The most attractive benefits of Retail Choreography solutions

When viewing all generational responses as to how they felt each individual Retail Choreography solution would positively impact their interaction with a retailer, we found:

These insights indicate that every retailer could significantly improve their revenues and brand relationships by using digital tools to choreograph their customer experience during the pandemic and even beyond.

What tools do different generations of consumers care about most?

Overall, younger generations are more likely than Baby Boomers to find it useful if retailers use digital tools to choreograph their experience. Comparing how these five different systems positively impact the behaviors of Millennial and GenZ customers versus Baby Boomers shows that:

Retail Choreography tools are 15% more likely to have a positive impact on GenZ and Millennial customer behaviors with a brand, with 82% of GenZ and 84% of Millennial customers reporting at least one positive benefit of using the software, compared to 72% of Baby Boomers.

All this confirms what we all instinctively know to be true – Millennial and GenZ customers want retailers to use digital tools to improve their experience, and they are willing to pay and engage with brands more for the privilege.

With these younger generations ever increasing in spending power, these insights suggest that retailers who use such digital tools to choreograph and improve their customers’ experience stand to win through greater immediate and long-term revenue generation and increased customer retention, acquisition and advocacy.

Overall, our survey insights found that while wait lines are costing retailers significant revenue opportunity, virtual wait line systems serve as a powerful antidote that can even enable retailers to turn a typically negative experience into something that increases sales both online and offline, while driving strong customer relationships in the process.

Download the full survey report here

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