Canadian Retailer - Holiday 2014 - 46

partner message WinCoR nixdoRF

giving customers
what they want,
when and where
they want it

Seamlessly integrating all of the various channels into the retail
environment to leverage and grow existing consumer-bases.
BROuGHT TO YOu BY WINCOR NIXDORF
consumers are the driving force behind the integration of

physical and digital sales channels in retail. The reason why
can be summed up in just a few words-convenience and shopping experience. Many of them, especially users of ecommerce
services, want to be able to roam between channels and enjoy
the same satisfying experience in each.
While the store will remain at the centre of all retail activities,
in this new world of retailing it needs to be integrated seamlessly with other channels to deliver a completely connected shopping experience. For instance, consumers may use a traditional
store to look at or pick up a product or even return it. Or they
may search for merchandise on the web and later order and pay
for everything online, too. everything must be as connected
and convenient as possible.
Here's an example. Matti is used to managing his social life on
his computer. He communicates with his friends online and he
likes to shop online, too. Matti also likes to get the items he purchases quickly, and sometimes that means he's happy to go into
the store to collect his items. On one particular occasion, Matti is
shopping for food for his birthday party. He goes online to choose
everything he needs, places the order and pops down later that
day to his nearby store to collect the food. Before he pays for the
goods on his mobile phone, the store associate highlights an offer
on some drinks that she thinks he'll be interested in. He decides
to buy the extra drinks and has them added to his bill before paying for them and getting the receipt e-mailed to him.
Or take Martina. She visits her local fashion boutique to
buy a new top. She finds one she wants and tries it on in the
changing room, but it's too big. unfortunately, the store doesn't
have a smaller size in stock. Instead of sending Martina away
disappointed, the store associate looks online and sees that
the top is in stock. Martina decides to pay for the top there and
then, and get it delivered to her home the next day.
Scenarios like this show that consumers want to be free from
restrictions to hop channels and shop when they want. And to
attract and retain them, retailers will need to ensure a seamless, friction-free experience. The rewards for doing so are well
worth the effort: channel hoppers are extremely profitable

46 |

canadian retailer | holiday 2014

Thomas Fell, Senior Vice President, Retail, Wincor Nixdorf.

customers for retailers. They purchase spontaneously and frequently. In fact, multichannel consumers spend 82 per cent more per
transaction than a customer who only shops in
store, according to research from the business
advisory firm Deloitte.
Omnichannel sales are only possible, of
course, if retailers are able to manage sales, orders and deliveries across channels in a seamless manner. Their IT systems must be able to
integrate merchandising and customer data,
as well as the status of delivered personalized
marketing campaigns across all channels. ultimately, this requires retailers to have a consistent database of products, prices, promotions and
customer data across all shopping channels.
For more information about Wincor Nixdorf and
its products and services that can help retailers
grow and thrive, visit www.wincor-nixdorf.com.

http://www.wincor-nixdorf.com

Canadian Retailer - Holiday 2014

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