Connect with your customers The retail landscape is constantly changing, and consumers want to be able to shop at any time, in any place and on any device they choose. But as technology evolves and customers expect more from their shopping experience, how can retailers ensure they’re staying ahead of the curve? We chaired a round-table discussion to find out.

1. The Constantly Connected Consumer
A white paper from Arqiva in association with Retail Week

2. in association with
Connect with your customers
The retail landscape is constantly changing, and consumers
want to be able to shop at any time, in any place and on any
device they choose.
But as technology evolves and customers expect more from their
shopping experience, how can retailers ensure they’re staying
ahead of the curve?
We chaired a round-table discussion to find out.
02 The Constantly Connected Consumer

3. in association with
Shortcuts to success
There’s a massive range of new technologies, ideas and
innovations occurring within the retail space, but it can
be hard to know exactly what to adopt and where best
to invest to stay ahead of the competition.
Here are three primary rules for success in the ever-changing
retail industry:
Foster a healthy
culture of innovation
within your company
so you’re able to see
new opportunities and
jump on them quickly
Enable connectivity
by adopting new
technology that
links and supports all
digital touchpoints
within retail
Think of ways that
you can integrate
wearable tech and the
‘Internet of Things’
(IoT) into your current
business model
INNOVATE INVEST INCORPORATE
ONE ONE
ONE
ONE
ONE
03 The Constantly Connected Consumer

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Store tech –
The next generation
Millenials are driving the future of retail. They’re digitally savvy,
socially engaged and always online – and they want to engage
with retail brands on their own terms.
Key tech trends on the retail horizon:
• Modern consumers are more than happy to share
data with brands, but they want added value in return
• Augmented reality has great potential for retail
• Wearable tech doesn’t yet have mass appeal
(it’s still seen as geeky and male) but may do soon
• Fashion-quality 3D printing could enhance the
self-service experience
• Gamification of retail by using new immersive technology
could create exciting new shopping experiences
04
of 25-34 year olds in the UK have
written a review of a product or
service (on TripAdvisor, Yelp, etc.)
36%
The Constantly Connected Consumer

5. in association with
Disruptive retail experiences
‘Disruption’ was the topic of the moment and cropped up throughout
the round-table discussion, but what does it mean in the context
of retail?
All this new technology, cross-device usage and always-on Internet
connectivity results in a disrupted consumer journey to purchase.
Though this might seem like bad news for retailers, it can be used
to their advantage if they’re not afraid to actively reinvent the
purchase journey for their customers.
05 The Constantly Connected Consumer
“It’s about magic dust
and hiding technology
in favour of a brilliant
experience. In the age
of disruption, everything
is up for grabs.”
Daniel Bobroff
Investment Director, ASOS

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Be bold when investing
and innovating
It’s not always possible to guarantee the popularity of a new idea
or piece of tech, or to predict the longevity of consumers’ interest
in it, but that doesn’t mean retailers shouldn’t pay close attention
to market trends.
Five rules for retail:
• Always be aware of what’s coming next
• Encourage staff to innovate and provide a way to share ideas
• Allow your staff time to look for inspiration
• Innovative ideas aren’t solely about scalability or ROI
• Don’t be afraid to test new tech or ideas – it’s OK to fail
The Constantly Connected Consumer in association with

7. in association with07
The future is mobile
All of our panellists agreed that mobile connectivity is vital to the future
of retail, and if businesses don’t cater effectively for mobile users then
they risk losing customers.
How are customers using their mobiles?
KEEPING IN
TOUCH
WITH OTHERS
81%
RELIEVING
BOREDOM
56%
GETTING
A SECOND
OPINION FOR
A PURCHASE
37%
GETTING
INFORMATION
81%
LOCATING
THINGS FASTER
59%
The Constantly Connected Consumer
“Mobile is
everyone’s interest
but no-one’s job.”
Panellist comment
SOURCE: WIRELESS NATION RETAIL PERSPECTIVE REPORT, 2014, ARQIVA

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Devices are evolving
New ways to shop are emerging all the time, and new devices and
technologies could have a significant effect on the way we purchase.
Potential wearables and smart devices of the future:
• Health software that shares information with your doctor
• Calorie-counting plate scanners
• Bottles that automatically re-order when they’re nearly empty
• Beer holders that block phone signals to keep people sociable
The Constantly Connected Consumer

9. in association with09
Price comparison
is only the beginning
A combination of the recession and the increased popularity of mobile
web use have changed consumer habits forever. Consumers know what
they want, and how much they should pay for it, but it’s not just about
the price – it’s about their personal experience.
Use data in different ways to get the sale:
The Constantly Connected Consumer
“Retailers need to
stand up to scrutiny,
remember their
consumer and recognise
them as an individual.”
Richard Cope
Senior Trends Consultant, Mintel
Offer customers relevant
discounts specific to them
Price match against competitors
to show awareness and willingness
to compete
%
Surprise and delight customers
with personalised experiences
to keep them coming back

10. in association with10
If consumers can’t
connect, they’ll walk
The main message is that your customers are using a whole range
of devices and platforms to connect, but ultimately you need to
ensure that they’re able to do so.
Even though an Internet connection could allow your customers
to compare prices elsewhere, it’s in your best interests to provide
a connection – or you could risk losing them altogether.
If customers can’t connect:
WOULD THINK
TWICE ABOUT
COMING BACK
WOULD HURRY
TO LEAVE
AS SOON AS
POSSIBLE
WOULD EVEN
TELL OTHERS
NOT TO GO
THERE
1 4in
1 4in
7%
The Constantly Connected Consumer
SOURCE: WIRELESS NATION RETAIL PERSPECTIVE REPORT, 2014, ARQIVA

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Focus on the consumer,
not their technology
Ultimately it’s important to remember that you’re trying to sell
to people, not to their devices. Successful retailers will tap into their
customers’ needs using whichever platforms are most convenient
for them, not by jumping on a bandwagon for the sake of it.
Things to think about:
THINK DIFFERENTLY – start by dispensing with the old
BE CONVENIENT – offer more click-and-collect
PERSONALISE – cater to ego, individuality and self-expression
REVOLUTIONISE – 3D gift printing
The Constantly Connected Consumer
“Mobile connectivity
has moved the
traditional path to
purchase from a price
comparison culture to
a ‘sense of self’ and
now individualism.”
Richard Cope
Senior Trends Consultant, Mintel

12. in association with12 The Constantly Connected Consumer
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