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Consumers and Retailers Turn to Tablets

January 24, 2012

I attended a presentation by Google’s Catherine Roe last week, where she cited a statistic that should stop retailers and brand marketers in their tracks. Today’s consumer, across all categories, consults 10.7 references before making a purchase. Just two years ago that number was 5.3.  A proliferation of screens with the advent of tablets may be one factor contributing to the increase.

The takeaway from the above finding is that:
 1) Shoppers are well prepared and retail associates had better be also.
 2) Marketers must be committed to linking content across channels and  providing experiences across a variety of media.

One of the ways retailers are responding to these imperatives is by following consumers’ newfound engagement with tablets by incorporating them on the sales floor. Tablets are not just for “pretailing” and “couch commerce.” They’re proving useful for checking inventory, placing orders, customizing, cross-selling, demonstrating, coordinating, training and more. 

Could 2012 Be the Year of the Tablet?

Retailers from department stores like Nordstrom to specialty stores like Pac Sun had tablet programs in test or rollout going into the 2011 holiday season. This is just the first mile in a journey that leads to differentiated customer experience and responsive omni-channel retailing.

The road will soon get more crowded. A new “Retail Embraces Tablets” survey released by RIS News last week indicates 2012 could be the year of the tablet for retailers. Only 6 percent of the 50 retailers who responded have deployed tablets, but another 28% are testing them. Importantly, 31% said they plan to begin testing in 2012.

Which Tablet Is Right for Retail?

The many uses for tablets at retail raise the question of which one is right for a particular setting, a rugged enterprise-grade tablet or a consumer tablet intended for personal use. It seems that retailers theoretically want both.

Their choice of operating system is perhaps most telling. When asked in the RIS News survey, “Which tablet operating systems are high on your priority list?” the majority at 72% chose the iOS system used in Apple’s iPad. At 58% and 49%, respectively, Windows and Android were also under consideration.

Unquestionably, the iPad seems to be getting most of the attention, particularly for retailers who have invested in consumer applications targeted to the device. Retailers are interested in using iPads in one or more scenarios: sophisticated kiosks that incorporate the iPad as the touchscreen; simple kiosks that place the iPad on a stand or in a counter unit; and associate-controlled iPads that need to be supported with docking and charging stations.

From a retail merchandising perspective, there are many factors that go into the decision of how to satisfy consumers’ touchscreen technology needs:

* Software compatibility
* Durability and warranty
* Peripheral support
* Security
* Remote management
* Battery life
* Internet Access

How to choose the right tablet for a particular task and environment is a broad topic for a short blog.  We’ve covered it in greater depth in our latest whitepaper, which we invite you to read on the screen of your choice.

What do you think? Will 2012 be the year of the tablet at retail?

 

Coffee Break with Mike Mayer

January 3, 2012 | 7 Comments

Frank Mayer and Associates bloggers caught company president Mike Mayer refilling his coffee mug and posed a few questions between sips for our inaugural FMA Retail Blog.


Do you have any predictions about the retail landscape in 2012?
I expect consumer confidence will continue to gain strength through 2012.  I believe it will be a gradual rise but nonetheless positive for retailers and consumer product companies.   Against this economic backdrop consumers’ shopping behavior will push retailers to unify all channels and provide a better experience in-store. In-store merchandising has a key role to play in that environment.

One of the trends I think we’ll continue to see is the increased use of tablets and other hand-held devices to assist shoppers. Some of our “retail ready” products like iPad stands and counter-units and tablet security and charging stations address this trend.

What advice would you give retailers who are trying to keep shoppers engaged in the store?
Offer consumers free and relevant services to keep them engaged and in-store longer.  The little things will bring the big things!

Increasingly, active shoppers are mobile shoppers. We are staying on top of technology at FMA and we stand ready to advise any of our clients who are striving to keep bricks and mortar shopping a valuable, convenient and innovative experience for their customers. Technology applies to the self-service business, with kiosks that offer online services or introduce the consumer to mobile applications, or the display business, where QR codes and, eventually NFC, will connect to digital content.

Have you made any New Year’s resolutions at Frank Mayer and Associates?
Not necessarily a resolution but an on-going mantra of providing our clients with branded creative, unmatched responsiveness and thorough execution from project start to finish.

…and to work hard but keep it light. We donned pink aprons and flipped pancakes to raise money for the Race for the Cure this year. I expect we will continue to find fun ways to serve the community in the year to come.

What do you do personally to recharge your batteries during the course of the year?
Any activity that takes me outdoors helps to recharge my energy levels. People might think that living in Wisconsin I would want to get away to a warmer place, and the beach certainly has its appeal, but I like exploring the North Woods and skiing in the Rockies with my family too.