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?
Published 1/24/2012 – by Gail Tanner
