Customer experience in retail is at the heart of what keeps customers coming back.Forbes reports on a study in which 90% of consumers said they are more likely to return to a retail store if they have had a positive experience. Gartner confirms that ‘more customer interactions leads buyers to find your brand more valuable and provide you with customer insights’.
Customer experience in retail is even more crucial in the post-pandemic return: surveys find that many shoppers feel underwhelmed by being back in the brick and mortar environment. Retailers need engaging customer experiences to win back this jaded audience.
One of the most effective, engaging and flexible ways of engaging shoppers is customer facing displays. We’re not talking here about the traditional ‘2 x 20’ LCD display which simply shows customers each item as it is rung up. Rather we’re looking at today’s customer facing displays, based on familiar tablet technology. They’re larger, touch interactive and richly functional – and can play a vital role in a positive retail experience. Their use is growing – driven by a recognition of their role in a positive customer experience, and by consumers’ acceptance of interacting devices in the retail store.
More than just transactions
A customer facing display can perform a multitude of roles in delivering a positive retail experience:
Experience, efficiency and growth opportunity
Using a customer facing display for these functions helps retailers to not only enhance the customer experience, but to drive operational efficiencies and marketing opportunities:
The real smarts for customer facing displays are in the retail POS system that drives it. So the essential first step for retailers is to ensure that they are using a retail POS system that enables all customer facing functionality so they can maximise the benefits.
Even retailers who plan to start with limited display functionality, must ensure they have point of sale software for retail that will allow them to expand their capability in the future and take full advantage of this valuable tool for improving customer experience in retail.
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