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Retailers must curate customers

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Recent Epson research has uncovered that consumer buying decisions rely heavily on the retail environment, so it makes sense that retailers are searching for more innovative ways to engage customers at every touchpoint, both online and in-store.

Consumer buying decisions rely heavily on the retail environment, so it makes sense that retailers are searching for more innovative ways to engage customers at every touchpoint, both online and in-store. With studies pointing to most in-store purchases being made on impulse rather than pre-planned, retailers would do well to consider how customers engage with the retail environment.

Epson research shows that current trends in the retail sector show that store layout, the use of technology for seamless integration and convenience, and the sensory experience of a space all play a role in moving a customer to the point of purchase.

The importance of strategic layout

The customer’s experience of a physical (brick and mortar) or online retail space has a surprising amount of influence on their purchasing decisions. According to the 2013 European Journal of Marketing, the number of aisles customers tend to visit is also a major influencer on their in-store decision-making. This means that using strategic design to ‘guide’ customers through the entire store would likely lead to an increase in purchases.

Other ways to achieve this include; placing popular brands as far apart as possible, positioning essential items at the back of the store, and using floor lines to create a set path for customers to walk along, to ensure they visit every part of the store. Placing pay-points strategically within the retail space also increases product visibility by ensuring the customer is forced to walk past various product displays before paying for their items.

Retailers can also boost on-the-floor efficiency by making use of intelligent point-of-sale systems, such as Epson’s TM-m30 POS receipt printer Wi-Fi capability to print receipts from virtually any mobile device, allowing cashiers to assist more customers at a quicker rate.

A similar principle applies to online retail stores – to keep visitors interested and encourage maximum engagement and sales conversions, retailers need to carefully consider how users navigate their websites. Some key aspects to think about include clever placement of call-to-action buttons and internal links, along with a beautiful and easy-to-navigate product catalogue.

Mobile payment solutions

Waiting in line to pay for goods is one of the main reasons people avoid visiting stores altogether. However, for retailers hoping to keep foot traffic flowing through the doors, mobile payment solutions are a great way to make shopping more convenient and pleasurable for customers.

Many major retailers are implementing more efficient payment systems in-store, such as payment portals and mobile receipt printers, to take the hassle out of paying for goods. Cardless payment systems are also on the rise, as app-based solutions make on-the-go transactions even easier.

In addition to traditional point-of-sale systems, mobile payment platforms add a new level of convenience which give customers the feeling of ‘jumping’ the queue.

Epson is a global leader in mobile payment solutions, and recently partnered with a major South African retailer to offer customers the convenience of quick and easy mobile transactions.

Multi-sensory experiences

To further enhance the in-store experience for customers, many retailers are creating retail environments that appeal to the five senses, following research suggesting that multi-sensory shopping experiences stimulates powerful responses from customers.

For example, pairing a specific fragrance with the relevant product has a profound psychological impact on the limbic system – an area of the brain responsible for processing smells, as well as supporting a variety of other vital functions, including emotion and memory processing.

However, this sensory combination is only effective when products are paired with familiar, complementary smells. You wouldn’t pair a cleaning product with the smell of coffee, for example, simply because the products are unrelated.

Engineering retail environments to engage all five senses – from appealing to the eyes using appropriate lighting techniques, to creating the perfect ambience through the power of sound and music – is a highly effective way to positively affect the consumer’s decision-making processes.

Designing retail environments that effectively engage with customers, on a level that makes them feel understood and their needs catered to, is growing in popularity within the retail industry. While experiential retail becomes an increasingly crucial area for retailers to understand, implementing mobile solutions also influences buying decisions and provides customers with efficient and pleasant shopping experiences.

Epson’s latest range of point-of-sale printers, with Wi-Fi, Bluetooth and Ethernet capabilities, are designed to help transform two-dimensional retail stores into mobile and customer-friendly experiences. Visit http://www.epson.co.za/en for more information on business printing, scanning and copying solutions designed specifically for business.

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Tech promotes connections across groups in emerging markets

Digital technology users say they more regularly interact with people from diverse backgrounds

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Smartphone users – especially those who use social media – say they are more regularly exposed to people who have different backgrounds. They are also more connected with friends they don’t see in person, a Pew Research Center survey of adults in 11 emerging economies finds.

South Africa, included in the study, has among the most consistent levels of connection across age groups and education levels and in terms of cross-cultural connections. This suggests both that smartphones have had a greater democratisation impact in South Africa, but also that the country is more geared to diversity than most others. Of 11 countries surveyed, it has the second-lowest spread between those using smartphones and those not using them in terms of exposure to other religious groups.

Across every country surveyed, those who use smartphones are more likely than those who use less sophisticated phones or no phones at all to regularly interact with people from different religious groups. In most countries, people with smartphones also tend to be more likely to interact regularly with people from different political parties, income levels and racial or ethnic backgrounds. 

The Center’s new report is the third in a series exploring digital connectivity among populations in emerging economies based on nationally representative surveys of adults in Colombia, India, Jordan, Kenya, Lebanon, Mexico, the Philippines, Tunisia, South Africa, Venezuela and Vietnam. Earlier reports examined attitudes toward misinformation and mobile technology’s social impact

The survey finds that smartphone and social media use are intertwined: A median of 91% of smartphone users in these countries also use social media or messaging apps, while a median of 81% of social media users say they own or share a smartphone. And, as with smartphone users, social media and messaging app users stand apart from non-users in how often they interact with people who are different from them. For example, 52% of Mexican social media users say they regularly interact with people of a different income level, compared with 28% of non-users. 

These results do not show with certainty that smartphones or social media are the cause of people feeling like they have more diverse networks. For example, those who have resources to buy and maintain a smartphone are likely to differ in many key ways from those who don’t, and it could be that some combination of those differences drives this phenomenon. Still, statistical modelling indicates that smartphone and social media use are independent predictors of greater social network diversity when other factors such as age, education and sex are held constant. 

Other key findings in the report include: 

  • Mobile phones and social media are broadening people’s social networks. More than half in most countries say they see in person only about half or fewer of the people they call or text. Mobile phones are also allowing many to stay in touch with people who live far away: A median of 93% of mobile phone users across the 11 countries surveyed say their phones have mostly helped them keep in touch with those who are far-flung. When it comes to social media, large shares report relationships with “friends” online who are distinct from those they see in person. A median of 46% of Facebook users across the 11 countries report seeing few or none of their Facebook friends in person regularly, compared with a median of 31% of Facebook users who often see most or all of their Facebook friends in person. 
  • Social activities and information seeking on subjects like health and education top the list of mobile activities. The survey asked mobile phone users about 10 different activities they might do on their mobile phones – activities that are social, information-seeking or commercial in nature. Among the most commonly reported activities are casual, social activities. For example, a median of 82% of mobile phone users in the 11 countries surveyed say they used their phone over the past year to send text messages and a median of 69% of users say they took pictures or videos. Many mobile phone users are also using their phones to find new information. For example, a median of 61% of mobile phone users say they used their phones over the past year to look up information about health and medicine for themselves or their families. This is more than the proportion that reports using their phones to get news and information about politics (median of 47%) or to look up information about government services (37%). Additionally, around half or more of mobile phone users in nearly all countries report having used their phones over the past 12 months to learn something important for work or school. 
  • Digital divides emerge in the new mobile-social environment. People with smartphones and social media – as well as younger people, those with higher levels of education, and men – are in some ways reaping more benefits than others, potentially contributing to digital divides. 
    • People with smartphones are much more likely to engage in activities on their phones than people with less sophisticated devices – even if the activity itself is quite simple. For example, people with smartphones are more likely than those with feature or basic phones to send text messages in each of the 11 countries surveyed, even though the activity is technically feasible from all mobile phones. Those who have smartphones are also much more likely to look up information for their households, including about health and government services. 
    •  There are also major differences in mobile usage by age and education level in how their devices are – or are not – broadening their horizons. Younger people are more likely to use their phones for nearly all activities asked about, whether those activities are social, information-seeking or commercial. Phone users with higher levels of education are also more likely to do most activities on their phones and to interact with those who are different from them regularly than those with lower levels of education. 
    •  Gender, too, plays a role in what people do with their devices and how they are exposed to different people and information. Men are more likely than women to say they encounter people who are different from them, whether in terms of race, politics, religion or income. And men tend to be more likely to look up information about government services and to obtain political news and information. 

These findings are drawn from a Pew Research Center survey conducted among 28,122 adults in 11 countries from Sept. 7 to Dec. 7, 2018. In addition to the survey, the Center conducted focus groups with participants in Kenya, Mexico, the Philippines and Tunisia in March 2018, and their comments are included throughout the report. 

Read the full report at https://www.pewinternet.org/2019/08/22/in-emerging-economies-smartphone-and-social-media-users-have-broader-social-networks.

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Nokia to be first with Android 10

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Nokia is likely to be the first smartphone brand to roll out Android 10, after its manufacturer, HMD Global, announced that the Android 10 software upgrade would start in the fourth quarter of 2019.

Previously named Android Q, it was given the number after Google announced it was ditching sweet and dessert names due to confusion in different languages. Android 10 is due for release at the end of the year.

Juho Sarvikas, chief product officer of HMD Global said: “With a proven track record in delivering software updates fast, Nokia smartphones were the first whole portfolio to benefit from a 2-letter upgrade from Android Nougat to Android Oreo and then Android Pie. We were the fastest manufacturer to upgrade from Android Oreo to Android Pie across the range. 

“With today’s roll out plan we look set to do it even faster for Android Pie to Android 10 upgrades. We are the only manufacturer 100% committed to having the latest Android across the entire portfolio.”

HMD Global has given a guarantee that Nokia smartphone owners benefit from two years of OS upgrades and 3 years of security updates.

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