Valencia, California - Recent industry reports state that retailers will significantly increase their technology investments in 2013, and, based on retailer opinions gathered by Lavi Industries, a considerable portion of those investments will be earmarked for in-store mobile technologies and customer analytics, all designed to provide a better shopping experience for consumers.
Lavi Industries, a national leader in public guidance and queue management technologies, conducted the informal survey of retail executives at the National Retail Federation conference and expo held January in New York.
According to Perry Kuklin, Lavi’s director of marketing, the interest in mobile extends far beyond the optimization of mobile websites or even mobile payment applications and into an integrated commerce model.
“The great majority of retail executives we spoke with told us they plan to increase their technology spending in 2013, and most asked how we can help them use mobile technologies to improve the in-store experience,” he said. “Nearly two-thirds expressed an interest in virtual queuing technology, which can help retailers connect with the customer through multiple channels – the web, mobile apps, text-messaging, and in-store kiosks and digital signage. Additionally, the technology enables the collection of unprecedented types of service data, both real-time and historical, providing actionable reports on service allocation, wait times, and much more.”
Mr. Kuklin explained that Lavi’s virtual queuing technology, Qtrac VR, uses the internet, mobile apps, or interactive kiosks to enable customers to register for in-store services, such as product returns or technical support. The customer is then free to shop or relax while waiting for service. The system updates customers with estimated wait times and promotional information via mobile phone text messages and in-store displays. When it is a customer’s turn for service, an agent uses Qtrac VR’s mobile app to text the customer with a message to come to the desired service area.
“The analytics provided by the system is game-changing,” said Mr. Kuklin. “The ability to track all aspects of the customer journey, from the moment of registration all the way through checkout gives the retailer valuable insight for optimizing customer throughput, increasing service efficiency, and enhancing direct customer communication, ultimately providing the customer with a better shopping experience.”
According to Mr. Kuklin, more than half of all retailers polled at the NRF conference, also stated they are considering investing in three additional types of in-store technologies in 2013:
- Systems for centralized management of in-store electronic signage, digital displays and other in-store customer communications.
- In-queue analytics technology to provide data on operational efficiencies and quality of customer service in check-out lanes.
- Technologies for in-queue call forwarding systems to streamline the checkout process and decrease wait times in linear queues.
“The underlying message from this survey is that, as retailers look for new ways to strengthen customer acquisition and retention, they are focusing more intently on technologies for queue management and direct in-store customer communications,” Mr. Kuklin said.
Additional information on using the latest queuing technologies to enhance the customer experience is available at www.lavi.com or by calling 888-285-8605.
About Lavi Industries
Based in Valencia, California, Lavi Industries is the premier provider of public guidance and crowd control solutions in North America. Leveraging its portfolio of world-class brands – Beltrac® stanchions, Directrac® signage systems, Qtrac® electronic queuing systems, and NeXtrac® in-line merchandising systems – Lavi has helped the world’s leading companies effectively guide people in, through, and out of their facilities. More information is available at http://www.lavi.com.