{"id":5179,"date":"2016-10-19T08:54:08","date_gmt":"2016-10-19T11:54:08","guid":{"rendered":"http:\/\/www.telesemana.com\/futurecom\/?p=5179"},"modified":"2016-10-19T09:06:08","modified_gmt":"2016-10-19T12:06:08","slug":"its-time-to-rethink-retails-digital-role","status":"publish","type":"post","link":"https:\/\/www.telesemana.com\/futurecom\/2016\/10\/19\/its-time-to-rethink-retails-digital-role\/","title":{"rendered":"[:es]It’s time to rethink retail’s digital role[:pt]Est\u00e1 na hora de repensarmos a fun\u00e7\u00e3o digital no varejo[:]"},"content":{"rendered":"[:es]\"gen-c-infographic\"<\/a>Contenido disponible en Ingl\u00e9s.<\/p>\n

A successful digital business is more than just the sum of its digital channels and products. Behind every effective digital business is an understanding of the need to offer customers, as well as employees, a truly digital experience. To accomplish this, and since the majority of customers still prefer face-to-face interactions when buying telecom services<\/a>, service providers need to revisit the traditional role definitions of their various channels, and more specifically the retail store.<\/p>\n

Over the past several years, service providers have invested a lot in their retail stores, whether wholly owned, franchised or dealer-managed. But as they evolve to become digital service providers and offer a consistent, omni-channel experience across all customer touch points, they must find a way for retail stores to offer something distinctive and exceptional to what is provided on their online channels.<\/p>\n

Rising digital expectations<\/strong>
\nCompared to other channels, it is not unreasonable to assume that customers expect a superior experience when they visit a service provider\u2019s retail store. After all, as a consumer, if you take time out from your day to visit your provider, you expect them to provide a truly remarkable experience.<\/p>\n

While certain brands have made huge strides in delivering on consumers\u2019 rising digital expectations, most service providers are still in the process of re-working their retail store strategies and are still using traditional sales-based agent compensation models as opposed to customer-centric engagement-based compensation models. But brand perception by digitally-savvy customers is negatively impacted when most of your products are still placed on pegs against the walls.<\/p>\n

So how do you begin transforming the retail journey?<\/p>\n

It is critical for service providers to understand what type of in-store customer journey is currently being offered. Amid store consolidation taking place by most brands to manage costs, there are three typical types of store formats:<\/p>\n

Minimal stores: Offer quick and simple customer interactions based on proximity, e.g. pop-up stores or small stores in malls.
\nPremium sales and service stores: Support a longer customer journey across service, support and sales at a premium physical environment.
\nConcept stores: Designed to demonstrate the brand experience using interactive wall displays, gesture technologies and immersive experiences.<\/p>\n

Give customers the retail experience they expect<\/strong>
\nTo help enhance customers\u2019 retail engagement and improve their propensity to buy, there are three important steps service providers must take to transform the experience offered:<\/p>\n

Step 1: Understand the customer journey
\nEvery touch point with the brand, retail or otherwise, is an opportunity to have a meaningful engagement with the customer. Within the retail store, every visitor is on their individual journey. Based on the geographic location of the store, the time of day and the day of the week, the kind of visitors and the interactions they seek can vary greatly. Using business analytics, combined with learning and real time decision making technologies, provide the service provider the ability to have contextual engagement within customers\u2019 in-store journeys and target different shopper segments with more relevant messages and offers for stronger engagements.<\/p>\n

Step 2: Fix the basics
\nResearch shows that 80% of the telecom in-store customers also visit the operator\u2019s website<\/a>, making it imperative for service providers to blend the online and in-store experience to deliver a smooth, frictionless customer experience. Advancements in Business Support Systems (BSS) and retail applications deliver capabilities such as online appointment booking to request in-store specialists, support for in-store self-service kiosks to promote fast \u2018grab and go\u2019 opportunities for time-sensitive customers, and in-store digital signage for customer recognition and personalized messaging \u2013 all ways for service providers to better connect the virtual and physical worlds for shoppers.<\/p>\n

BSS capabilities should also provide store agents with a complete view of the customer\u2019s account, services and usage profile across assisted and unassisted channels, including social interactions. Being able to see this journey, which has potentially led the customer to the retail store, along with personalized recommendations and promotions, allows service providers to ensure a relevant agent-shopper engagement upon initial interaction.<\/p>\n

Step 3: Go beyond expectations
\nThe opportunity to make a vivid impression and create an emotional experience for the customer is greater at a retail store than on any other channel. Once service providers are able to deliver relevant engagements they then need to look at technologies to further connect the online and the digital worlds to cater to customers\u2019 intensifying digital expectations. Innovation in the areas of visual display walls, geo-fencing technologies which use GPS or radio frequencies to send alerts when shoppers enter a specific area, gadgets and lifestyle equipment which provide a unique brand experience, and digital concierge-like services which assist customers with their shopping will enable service providers to help shoppers through their journeys with unassisted support and drive a higher level of customer affinity to their brand.<\/p>\n

Begin retail\u2019s digital journey<\/strong>
\nAccording to Arthur D. Little\u2019s international benchmarks, service providers\u2019 online sales (excluding SIM-only) account for only 10- 20% of acquisitions.<\/a> The role of retail stores in the customer purchasing journey therefore remains very critical, but needs to evolve to become part of a complete omni-channel customer engagement. In a world where service providers are focusing extensively on improving customer experiences and innovating in the areas of digital, having a cohesive strategy across retail and digital is crucial. With 83% of consumers unsatisfied with Web-to-store cross channel experiences<\/a>, as found in a study conducted by Coleman Parkes on behalf of Amdocs, the stage is set for service providers to take the mantle and rethink the role of retail in their digital customer experience strategies.[:pt]\"gen-c-infographic\"<\/a>Um neg\u00f3cio digital de sucesso \u00e9 mais do que apenas uma soma de seus canais e produtos. Por tr\u00e1s de todo neg\u00f3cio digital bem-sucedido est\u00e1 o entendimento da necessidade de ofertar aos seus consumidores, assim como seus empregados, uma verdadeira experi\u00eancia digital. Para atingir esse objetivo, e j\u00e1 que a maioria dos consumidores ainda preferem comprar seus servi\u00e7os de telecom pessoalmente,<\/a> as operadoras precisam rever as suas defini\u00e7\u00f5es tradicionais de fun\u00e7\u00f5es em diversos canais e, mais especificamente, nas lojas de varejo.<\/p>\n

Ao longo dos anos, as operadoras t\u00eam investido muito nas suas lojas de varejo, sejam elas pr\u00f3prias, franquias ou gerenciadas por terceiros. Mas \u00e0 medida que evoluem para se tornar operadoras digitais e oferecer uma experi\u00eancia consistente em todos canais e em todos os pontos de contato com o cliente, elas devem encontrar uma maneira para que suas lojas ofere\u00e7am algo diferente daquilo que \u00e9 oferecido nos seus canais online.<\/p>\n

Aumentando suas expectativas digitais<\/strong>
\nComparado a outros canais, n\u00e3o \u00e9 despropositado presumir que os clientes esperam uma experi\u00eancia superior quando eles visitam a loja da operadora. No fim das contas, como consumidor, se voc\u00ea tirar um tempo do seu dia para visitar sua operadora, voc\u00ea espera que ela te proporcione uma experi\u00eancia verdadeiramente not\u00e1vel.<\/p>\n

Enquanto algumas marcas fizeram incr\u00edveis avan\u00e7os ao cumprir as expectativas digitais crescentes dos consumidores, a maioria das operadoras ainda est\u00e1 no processo de retrabalhar suas estrat\u00e9gias nas lojas de varejo e ainda est\u00e3o usando modelos de remunera\u00e7\u00e3o tradicionais, baseados no agente de vendas, ao inv\u00e9s de modelos baseados no engajamento dos clientes. Mas a percep\u00e7\u00e3o de marca pelos clientes digitalmente experientes sofre impactos negativos, quando a maioria dos seus produtos ainda est\u00e3o expostos nas paredes.<\/p>\n

Ent\u00e3o como come\u00e7ar a transformar seu ciclo no varejo?<\/p>\n

\u00c9 fundamental que as operadoras entendam que tipo de caminho dentro da loja est\u00e1 sendo oferecido para o consumidor. Enquanto as marcas est\u00e3o consolidando suas lojas para gerenciar custos, h\u00e1 tr\u00eas formatos t\u00edpicos de lojas:<\/p>\n

Lojas m\u00ednimas: Oferecem intera\u00e7\u00f5es simples e r\u00e1pidas com os consumidores baseadas em proximidade, por exemplo: lojas pop-up ou lojas menores em shoppings;<\/p>\n

Lojas com servi\u00e7os e vendas premium: Suportam ciclos mais longos do consumidor atrav\u00e9s de servi\u00e7os, suporte e vendas em um ambiente f\u00edsico premium;<\/p>\n

Lojas conceito: criadas para demonstrar uma experi\u00eancia de marca utilizando displays interativos, tecnologia de gestos e experi\u00eancias imersivas;<\/p>\n

D\u00ea aos clientes a experi\u00eancia de varejo que eles esperam<\/strong>
\nPara ajudar a melhorar o engajamento dos consumidores no varejo e aumentar a sua propens\u00e3o a compra, aqui est\u00e3o tr\u00eas passos importantes que as operadoras devem tomar para transformar a experi\u00eancia oferecida:<\/p>\n

Passo 1: Entenda a jornada de compra do consumidor<\/p>\n

Cada ponto de contato com a marca, seja ele no varejo ou outra forma, \u00e9 uma oportunidade de ter um envolvimento significativo com o cliente. Dentro da loja, cada visitante est\u00e1 em uma jornada individual. Baseado na localiza\u00e7\u00e3o geogr\u00e1fica da loja, no hor\u00e1rio e no dia da semana e no tipo de visitantes, as intera\u00e7\u00f5es que eles buscam podem variar. Usando an\u00e1lises de neg\u00f3cio, combinadas com tecnologias de aprendizado e tomada de decis\u00e3o em tempo real, pode-se oferecer as operadoras a capacidade de ter engajamento contextual dentro dos ciclos de seus consumidores nas lojas e focar em segmentos diferentes de compra que tenham mensagens mais relevantes e ofertas com maior engajamento.<\/p>\n

Passo 2: Arrume o b\u00e1sico<\/p>\n

Pesquisas mostram que 80% dos consumidores de lojas de telecom tamb\u00e9m visitam o site das operadoras<\/a>, tornando fundamental que as empresas mesclem suas experi\u00eancias online e presencial para entregar uma experi\u00eancia leve e sem atritos para o consumidor. Avan\u00e7os no Sistema de Suporte de Neg\u00f3cios (BSS) e nas aplica\u00e7\u00f5es de varejo aumentam a capacidade de entrega de servi\u00e7os como agendamento online de encontros com especialistas nas lojas; suporte em quiosques self-service que permitem entregas \u201cpegue e v\u00e1\u201d para clientes com pressa e assinatura online dentro das lojas para reconhecimento do cliente e mensagens pessoais. Essas s\u00e3o algumas formas que as operadoras t\u00eam de conectar melhor os mundos f\u00edsicos e virtuais para os compradores.<\/p>\n

Sistemas BSS devem prover tamb\u00e9m aos agentes de loja uma vis\u00e3o completa da conta do cliente, seus servi\u00e7os e perfis de uso atrav\u00e9s de canais assistidos e n\u00e3o-assistidos, incluindo intera\u00e7\u00f5es sociais. Ter a habilidade de ver esse ciclo completo, que tem o potencial de levar o consumidor \u00e0 loja de varejo, junto a recomenda\u00e7\u00f5es personalizadas e promo\u00e7\u00f5es, permitem que as operadoras assegurem um engajamento relevante com o agente comprador logo a partir da intera\u00e7\u00e3o inicial.<\/p>\n

Passo 3: V\u00e1 al\u00e9m das expectativas<\/p>\n

A oportunidade de criar uma impress\u00e3o positiva e uma experi\u00eancia emocional para o consumidor \u00e9 maior em uma loja de varejo do que em outros canais. Uma vez que as operadoras est\u00e3o dispon\u00edveis para entregar engajamentos relevantes, elas precisam olhar para as tecnologias para conectar mais profundamente os mundos online e digitais para atender \u00e0s crescentes expectativas digitais de seus clientes. Inova\u00e7\u00f5es nas \u00e1reas de displays visuais, tecnologias de geo-fencing (per\u00edmetro virtual para uma localiza\u00e7\u00e3o real) que usam GPS ou frequ\u00eancias de r\u00e1dio para enviar alertas quando os compradores entram em \u00e1reas espec\u00edficas, gadgets e equipamentos de estilo de vida que fornecem uma experi\u00eancia \u00fanica de marca, e servi\u00e7os de concierge digitais que ajudam os consumidores com suas compras v\u00e3o permitir que as operadoras ajudem compradores nas suas jornadas com suporte n\u00e3o assistido e resultar\u00e3o em uma afinidade de alto n\u00edvel do consumidor com suas marcas.<\/p>\n

Comece a jornada do varejo digital<\/strong>
\nDe acordo com os benchmarks internacionais do Arthur D.Little\u2019s, as vendas online das operadoras (excluindo vendas exclusivas de SIM cards) contabilizam apenas 10-20% das aquisi\u00e7\u00f5es.<\/a> O papel das lojas de varejo nas jornadas de busca dos clientes permanece cr\u00edtico, mas precisa evoluir para se tornar uma parte do engajamento multicanal do cliente. Em um mundo onde as operadoras est\u00e3o focando extensivamente nas melhorias na experi\u00eancia do cliente e nas inova\u00e7\u00f5es nas \u00e1reas digitais, ter uma coes\u00e3o entre as estrat\u00e9gias de varejo e digital \u00e9 crucial. Com 83% dos consumidores insatisfeitos com suas experi\u00eancias internet-para-loja<\/a>, como foi descoberto em um estudo conduzido pela Coleman Parkes a pedido da Amdocs, o momento agora \u00e9 para as operadoras assumirem o controle e repensarem o papel do varejo nas suas estrat\u00e9gias digitais de experi\u00eancia do consumidor.[:]\n","protected":false},"excerpt":{"rendered":"

[:es]Contenido disponible en Ingl\u00e9s. A successful digital business is more than just the sum of its digital channels and products. Behind every effective digital business is an understanding of the[…]<\/p>\n","protected":false},"author":18215,"featured_media":5184,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[358,11],"tags":[],"class_list":["post-5179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertorial-2016","category-amdocs"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.telesemana.com\/futurecom\/files\/2016\/10\/genc-amdocs.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/posts\/5179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/users\/18215"}],"replies":[{"embeddable":true,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/comments?post=5179"}],"version-history":[{"count":2,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/posts\/5179\/revisions"}],"predecessor-version":[{"id":5183,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/posts\/5179\/revisions\/5183"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/media\/5184"}],"wp:attachment":[{"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/media?parent=5179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/categories?post=5179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.telesemana.com\/futurecom\/wp-json\/wp\/v2\/tags?post=5179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}