There has been a huge push by the Australian consumer for retail to move into m-comm, but it’s been a struggle for retailers to keep up with the technology, find something that works and most importantly, is simple to use.
There is huge potential for time saving mobile technology to reconnect the retail world with the time-poor consumer.
Thankfully, the talented team behind the new SNIIP app have bridged the gap between traditional and online retail with quick, simple and convenient scan to purchase technology.
“We wanted to create the convenient tool that reconnects retailers to consumers – changing the way people shop through the most commonly used item in today’s digital world – the mobile device,” said Manny Gill, Director.
“People are time poor so if we can give them the convenience of a secure transaction within a couple of clicks, retailers are more likely to secure their spending dollar.”
It was important for the team when creating the app, to develop technology that allowed instant transactions as opposed to going through to URLs (some of which aren’t even customised for mobile). This creates a negative customer journey and ultimately increases cart abandonment rates.
Manny says retailers don’t need to fear online or see mobile as a major threat.
“Consumers won’t change, so retailers need to understand how to properly integrate mobile and online into their omni-channel strategy,” he said. “Physical retailing is changing, but by embracing technology rather than fighting it retailers can drive foot traffic in store. We believe retailers should use technology to enhance not compete with bricks and mortar.
“We wanted to create a simple and easy to use method that enables consumers to buy from mediums that are static. This not only makes current advertising mediums dynamic and interactive, but it also allows the consumer to purchase anywhere and at any time.”
But perhaps the most crucial element of this technology, is the analytics. This is the retailer’s ammunition and is vital to keeping up with the new, unpredictable consumer.
SNIIP’s backend technology generates analytics that enables retailers to measure return on investment and gain comprehensive insights about their customers i.e. who, what, where and when.
“This breathes new life into advertising mediums that have previously been unable to provide informative analysis,” said Manny.
So how does it work?
When a consumer scans a product QR code using the SNIIP app, the mobile device connects with the SNIIP backend, which reads the information in your product database (eg, PIM, POS, website etc).
The information is sent back to the consumer through their 3G data connection. One of SNIIPs representatives will work with you to coordinate and provide sales data in a format that you can use in real time or in batches.
But wait a minute, QR code technology is nothing new, right?
Yes, that’s true, however this was actually a positive for the SNIIP team. Since consumers already know what to do with them, making the transition to a proper transaction on their mobiles is less confronting.
“Currently, the scanning of a QR code will often result in additional content or provide a short-cut to a typical online store (a practice that has proved to significantly increase cart abandonment rates) and many consumers have grown weary of the lack of value that QR codes offer,’ said Manny.
“When a consumer scans a Sniip QR code, they can purchase instantly, as the transaction takes place completely within the mobile environment.
By using QR codes, you can also control where the codes point to in the back-end system. So a retailer can place the codes on their advertising material weeks before deadline and can change the campaign messaging from the backend, without having to change the design layout.
“The SNIIP QR codes have been stylised to look slightly different because we want consumers to know they represent something new and different,” he said. “If you scan a SNIIP QR code for an advertised product, you can actually buy that product then and there.”
Future shopping is a growing initiative world-wide. There has been an interesting surge over the last 6 months with new innovations and new thinking into the future.
“Consumers won’t be dictated to about how they should shop or conduct themselves,” said Manny. “It is now the consumer who is driving retailers to retain how they integrate and embrace online.
“Harvey Norman is a good example of the changing attitudes – for so long they resisted and hated online sales channels, and campaigned against direct supplier deliver initiatives that avoided GST, but finally he joined the masses and went online. But that’s just the start.
“The most important and seemingly obvious revelation is that consumers are not single channel adopters – most consumers go in-store for an experience i.e. that of discovery, social and tactile – they then go online on their desktop to research and find deals – from there they go on mobile for competitive real time action.
However, the same consumer still goes to their letterbox and reads through catalogues. The whole principle of “omni channel” – single integrated user experience – is more than just rhetoric and a few retailers are now exploring this.”