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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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Low-cost wireless sport earphones get a kickstart

Wireless earphone brands are common, but not crowdfunded brands. BRYAN TURNER takes the K Sport Wireless for a run.

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As wireless technology becomes better, Bluetooth earphones have become popular in the consumer market. KuaiFit aspires to make them even more accessible to more people through a cheaper, quality product, by selling the K Sport Wireless Earphones directly from its Kickstarter page

KuaiFit has an app by the same name which offers voice-guided personal training services in almost every type of exercise, from cardio to weight-lifting. A vast range of connectivity to third-party sensors is available, like heart rate sensors and GPS devices, which work well with guided coaching. 

The app starts off with selecting a fitness level: beginner, intermediate and advanced. Thereafter, one has the ability to connect with real personal trainers via a subscription to its paid service. The subscription comes free for 6 months with the earphones, and R30 per month thereafter. 

The box includes a manual, a USB to two USB Type B connectors, different sized soft plastic eartips and the two earphone units. Each earphone is wireless and connects to the other independently of wires. This puts the K Sport Wireless in the realm of the Apple Earpods in terms of connection style. 

The earphones are just over 2cm wide and 2cm high. The set is black with a light blue KuaiFit logo on the earphone’s button. 

The button functions as an on/off switch when long-pressed and a play/pause button when quick-pressed. The dual-button set-up is convenient in everyday use, allowing for playback control depending on which hand is free. Two connectivity modes are available, single earphone mode or dual earphone mode. The dual earphone mode intelligently connects the second earphone and syncs stereo audio a few seconds after powering on. 

In terms of connectivity, the earphones are Bluetooth 4.1 with a massive 10-meter range, provided there are no obstacles between the device and the earphones. While it’s not Bluetooth 5, it still falls into the Bluetooth Low Energy connection category, meaning that the smartphone’s battery won’t be drastically affected by a consistent connection to the earphones. The batteries within the earphones aren’t specifically listed but last anywhere between 3 and 6 hours, depending on the mode. 

Audio quality is surprisingly good for earphones at this price point. The headset style is restricted to in-ear due to its small design and probable usage in movement-intensive activities. As a result, one has to be very careful how one puts these earphones, in because bass has the potential of getting reduced from an incorrect in-ear placement. In-ear earphones are usually notorious for ear discomfort and suction pain after extended usage. These earphones are one of the very few in this price range that are comfortable and don’t cause discomfort. The good quality of the soft plastic ear tip is definitely a factor in the high level of comfort of the in-ear earphone experience.

Overall, the K Sport Wireless earphones are great considering the sound quality and the low price: US$30 on Kickstarter.

Find them on Kickstarter here.

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Taxify enters Google Maps

A recent update to Taxify now uses Google Maps which allows users to identify their drivers, find public transport and search for billing options.

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People planning their travel routes using Google Maps will now see a Taxify icon in the app, in addition to the familiar car, public transport, walking and billing options.

Taxify started operating in South Africa in 2016 and as of October 2018 operates in seven South African cities – Johannesburg, Ekurhuleni, Tshwane, Cape Town, Durban, Port Elizabeth and Polokwane.

Once riders have searched for their destination and asked the app for directions, Google Maps shares the proximity of cars on the Taxify platform, as well as an estimated fare for the trip.

If users see that taking the Taxify option is their best bet, they can simply tap on the ‘Open app’ icon, to complete the process of booking the ride. Customers without the app on their device will be prompted to install Taxify first.

This integration makes it possible for users to evaluate which of the private, public or e-hailing modes of transport are most time-efficient and cost-effective.

“This integration with Google Maps makes it so much easier for users to choose the best way to move around their city,” says Gareth Taylor, Taxify’s country manager for South Africa. “They’ll have quick comparisons between estimated arrival times for the different modes of transport, as well as fares they can expect to pay, which will help save both time and money,” he added.

Taxify rides in Google Maps are rolling out globally today and will be available in more than 15 countries, with South Africa being one of the first countries to benefit from this convenient service.

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