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Retailers must curate customers

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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Veeam passes $1bn, prepares for cloud’s ‘Act II’

Leader in cloud-data management reveals how it will harness the next growth phase of the data revolution, writes ARTHUR GOLDSTUCK

Veeam Software, the quiet leader in backup solutions for cloud data management,has announced that it has passed $1-billion in revenues, and is preparing for the next phase of sustained growth in the sector.

Now, it is unveiling what it calls Act II, following five years of rapid growth through modernisation of the data centre. At the VeeamON 2019conferencein Miami this week, company co-founder Ratmir Timashev declared that the opportunities in this new era, focused on managing data for the hybrid cloud, would drive the next phase of growth.

“Veeam created the VMware backup market and has dominated it as the leader for the last decade,” said Timashev, who is also executive vice president for sales and marketing at the organisation. “This was Veeam’s Act I and I am delighted that we have surpassed the $1 billion mark; in 2013 I predicted we’d achieve this in less than six years. 

“However, the market is now changing. Backup is still critical, but customers are now building hybrid clouds with AWS, Azure, IBM and Google, and they need more than just backup. To succeed in this changing environment, Veeam has had to adapt. Veeam, with its 60,000-plus channel and service provider partners and the broadest ecosystem of technology partners, including Cisco, HPE, NetApp, Nutanix and Pure Storage, is best positioned to dominate the new cloud data management in our Act II.”

In South Africa, Veeam expects similar growth. Speaking at the Cisco Connect conference in Sun City this week, country manager Kate Mollett told Gadget’s BRYAN TURNER that the company was doing exceptionally well in this market.

“In financial year 2018, we saw double-digit growth, which was really very encouraging if you consider the state of the economy, and not so much customer sentiment, but customers have been more cautious with how they spend their money. We’ve seen a fluctuation in the currency, so we see customers pausing with big decisions and hoping for a recovery in the Rand-Dollar. But despite all of the negatives, we have double digit growth which is really good. We continue to grow our team and hire.

“From a Veeam perspective, last year we were responsible for Veeam Africa South, which consisted of South Africa, SADC countries, and the Indian Ocean Islands. We’ve now been given the responsibility for the whole of Africa. This is really fantastic because we are now able to drive a single strategy for Africa from South Africa.”

Veeam has been the leading provider of backup, recovery and replication solutions for more than a decade, and is growing rapidly at a time when other players in the backup market are struggling to innovate on demand.

“Backup is not sexy and they made a pretty successful company out of something that others seem to be screwing up,” said Roy Illsley, Distinguished Analyst at Ovum, speaking in Miami after the VeeamOn conference. “Others have not invested much in new products and they don’t solve key challenges that most organisations want solved. Theyre resting on their laurels and are stuck in the physical world of backup instead of embracing the cloud.”

Illsley readily buys into the Veeam tagline. “It just works”. 

“They are very good at marketing but are also a good engineering comany that does produce the goods. Their big strength, that it just works, is a reliable feature they have built into their product portfolio.”

Veeam said in statement from the event that, while it had initially focused on server virtualisation for VMware environments, in recent years it had expanded this core offering. It was now delivering integration with multiple hypervisors, physical servers and endpoints, along with public and software-as-a-service workloads, while partnering with leading cloud, storage, server, hyperconverged (HCI) and application vendors.

This week, it  announced a new “with Veeam”program, which brings in enterprise storage and hyperconverged (HCI) vendors to provide customers with comprehensive secondary storage solutions that combine Veeam software with industry-leading infrastructure systems. Companies like ExaGrid and Nutanix have already announced partnerships.

Timashev said: “From day one, we have focused on partnerships to deliver customer value. Working with our storage and cloud partners, we are delivering choice, flexibility and value to customers of all sizes.”

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‘Energy scavenging’ funded

As the drive towards a 5G future gathers momentum, the University of Surrey’s research into technology that could power countless internet enabled devices – including those needed for autonomous cars – has won over £1M from the Engineering and Physical Sciences Research Council (EPSRC) and industry partners.

Surrey’s Advanced Technology Institute (ATI) has been working on triboelectric nanogenerators (TENG), an energy harvesting technology capable of ‘scavenging’ energy from movements such as human motion, machine vibration, wind and vehicle movements to power small electronic components. 

TENG energy harvesting is based on a combination of electrostatic charging and electrostatic induction, providing high output, peak efficiency and low-cost solutions for small scale electronic devices. It’s thought such devices will be vital for the smart sensors needed to enable driverless cars to work safely, wearable electronics, health sensors in ‘smart hospitals’ and robotics in ‘smart factories.’ 

The ATI will be partnered on this development project with the Georgia Institute of Technology, QinetiQ, MAS Holdings, National Physical Laboratory, Soochow University and Jaguar Land Rover. 

Professor Ravi Silva, Director of the ATI and the principal investigator of the TENG project, said: “TENG technology is ideal to power the next generation of electronic devices due to its small footprint and capacity to integrate into systems we use every day. Here at the ATI, we are constantly looking to develop such advanced technologies leading towards our quest to realise worldwide “free energy”.

“TENGs are an ideal candidate to power the autonomous electronic systems for Internet of Things applications and wearable electronic devices. We believe this research grant will allow us to further the design of optimized energy harvesters.”

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