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Translate a Great Customer Experience

Guest Blog by Paige O’Neill
Imagine you’re on vacation; you’re walking down a street crowded with storefronts searching for the perfect souvenir. One of the store’s signs shouts “Get your Typical Trinkets Here!” while another’s loudly displays “Traditional Toys for Sale!” which store would you choose to go into?

Walking around Prague it’s easy to find yourself in this very situation. “Typical” translates for many Russian or European tourists to mean “authentic,” but when retailers are promoting their wares to these customers they are missing the opportunity to connect with Americans who read “typical” as “predictable” or “common place.”

Whether it’s on the street or online when it comes to customer experience, global brands need to take into account a number of variables to communicate with consumers in a way that is personalized and relevant. Knowing the customer’s location, time zone, language, gender, device and preferences are all important to making the brand experience as contextual as possible. Language may seem like an obvious component to communicating with a customer appropriately; however, true language translation often goes beyond traditional translation and can be the differentiating factor in creating an exceptional customer experience.

Today there is a wide array of tools available to marketers looking to create a unique customer experience; in his recent industry analysis Scott Brinker cited 1,876 marketing technology companies competing in the crowded space. Every day there seems to be a new tool available to personalize, contextualize and better the customer experience which often leads people to forget the most important first step in global customer experience, translation. A popular example of translation gone wrong is a chain fast food brands expansion into China. When globalizing the brands signature slogan, what English speakers read as “Finger-lickin’ good” was translated to “Eat your fingers off”. Though it’s now comical, at the time no amount of personalization or contextualization alongside the phrase “Eat your fingers off” could overshadow the company’s faux pas.

Not only is having a correct translation important but there are other cultural nuances that need to be incorporated to speak your customers language. For example a global retail campaign promoting a sale on Boxing Day would be wasted on consumers in the U.S. or Latin America but is highly relevant for consumers in Canada and the U.K. Additionally; other words could make sense in translation but could have different meaning determined by spelling. Retailers selling sports equipment worldwide might sell a soccer ball in one country but a futbol in another, while it might make sense to translate futbol to football you’ve completely changed the product as well as your customer. Promoting a football to a Real Madrid fan won’t get you the same result as targeting a Patriots fan.  Regional culture isn’t the only thing that you have to consider, as language is also a critical part of brands focusing on niche industries. Every industry has its own set of lingo and jargon which may not translate appropriately with machine translation technology.  Brands need the ability to overcome the differences among industries in order to speak to their customers. You wouldn’t want to promote a dress suit to a lawyer looking for help with a civil suit.

Marketers are becoming more in tune with why overall customer experience is important for brand awareness but it’s critical to note that language translation as a key part of customer experience can also affect the bottom line. According to an SDL study, thirty two percent of millennial consumers in English speaking countries prefer a language other than English and 46 percent of millennials are more likely to purchase if information is in their preferred language. In the global economy, cultural borders can’t always be defined, so retailers need to be prepared to translate customer language preference to not only foster brand awareness and loyalty but to make sales.

Global retail brands are faced with multilingual customer reviews, website localization, product catalogue localization, international SEO and online support, and it’s clearly critical that they have the right language translation to help them speak their customer language. While a translation disaster could cause customer backlash, having translation and localization built into your customer experience management strategy from the onset will go a long way with your customers. At the end of the day, speaking the language of your customers pays off for the relationship and ultimately your bottom line.

Paige O’Neill is Chief Marketing Officer of SDL.

Word Choice, Global SEO and PPC

Why Homegrown Search Strategies Seldom Travel Well

Guest Blog By Donald L. Dunnington

When you enter the global search-marketing race, it doesn’t take long to figure out that Google isn’t the only search engine you need to focus on. In my own case, one of the first challenges was understanding the different rules for SEO and buying keywords on Baidu, the leading search engine inside China’s Great Firewall. Then it was Yandex, the major search engine in Russia and the Commonwealth of Independent States (CIS). I even learned how Yahoo could be a better choice in Japan than Google.

By 2010 I was deep into taking our websites beyond translation and thinking about global search. It was at this point where I discovered that you couldn’t just translate your domestic keywords for search campaigns in foreign markets. The second thing I learned is that the digital marketing strategies perfected for my home market seldom travel well in other countries.

It happens all too often: companies entering new international markets translate the same keyword lists from country-to-country. This expedient often fails on two key levels:

•             Keyword translation fails to account for the many different ways other languages or cultures express the same idea

•             Keyword translation fails to consider that searchers in different cultures have very different motivations and priorities when they look for a product or service online

Thus both words and strategies for choosing words in search terms have to be customized to each market. Here’s a simple example from the B2B world of industrial equipment marketing: The standard Spanish translation for spare parts is repuestos. But in Mexico, they call it refacciones.

Sometimes, even the best translation isn’t the best choice. Consider this example Oban Digital provided of a keyword analysis they did for a client who planned to advertise on Google Italy. The client wanted to promote their discount airfares in Italy. Experience in other markets told them they should use the term cheap flights. The best Italian translation of cheap flights is voli economici, which Oban’s research showed could yield on average about 33,000 searches per month on Google.it.

But Oban also knew that in Italy you’d find the most popular search terms often use a combination of English and Italian. For cheap airfares, the preferred term turns out to be voli low cost. This English-Italian mashup gets eight times as much search volume, and it even offers lower competition scores. You won’t find insights like this if you’re just translating keywords. You have to conduct local keyword research.

“Your choice is clear,” Oban’s Greig Holbrook says. “If you want effective keywords for your international SEO and PPC, you have to find local experts who know the language and culture and understand your industry.”

Who Do You Trust with Your SEO Localization?

For SEO localization, the cost of relying on the wrong resources can result in crippling search engine penalties. I talked with a global B2C marketing manager who told how his company was once banished from Baidu’s search pages. The company had hired an Asian search company to help improve their search visibility in China, with emphasis on getting better results with Baidu. It turned out the agency employed black hat SEO techniques that worked at first but ultimately led to their expulsion when the search engine tightened its standards.

No one within the company understood what was produced in the Chinese-language SEO campaign. They had no idea what their vendor had done until it all went wrong. At that point they turned to another agency to clean up their website and remove or renounce the offending inbound links. A representative from the new agency then paid a visit to Baidu to beg forgiveness for their client.

Eventually, all was forgiven, and the company was returned to Baidu search results. This makes them one of the lucky ones, but then if they had put their trust in the right people to begin with, they wouldn’t have needed luck. Personally, I wouldn’t trust anyone who claims SEO is easy, or any agency that claims SEO can be automated.

Trust, security and compliance issues are an even greater concern than cost savings for regulated industries. These companies need to know precisely who is producing content for their websites, including freelance translators or SEO consultants.

At a minimum companies require a management process that protects them against fraud and negligence. In the case of banking and legal industries, the regulatory, legal and security requirements can be even more stringent, right down to what country the outsourced work is being done in.

SEO is the new PR and PR the new SEO

When you talk to today’s SEO managers, the conversation frequently turns to the sort of relationship building that was the foundation for the public relations I’ve practiced all my working life. The only difference is today’s SEO-oriented media relations are largely focused on online media, and a major objective is to influence your ranking in Search Engine Results Pages (SERPs), not just count news clippings.

Quality in-bound links start with producing quality content to which others want to link. But unless you want to leave it to chance that your well-crafted content receives the links it deserves, you need a linking campaign. That means in every market and every language where you’re competing for search visibility, you need close relations with respected bloggers and news sites. It takes time and creative skill to develop these individualized relations on a global level. You only want links from quality news sites and bloggers whose links search engines value. This is something few organizations can do alone.

“We have individual relationships with bloggers, local news outlets and legitimate independent websites that have authority in a vertical market or technical expertise that the search engines recognize,” Oban’s Holbrook says. “Our blog relationships are built on relevancy, quality, and the value they bring to the vertical market they serve.”

He says Oban has to work on these relationships and maintain them even when they don’t have a campaign to send their way.  “It requires a personal touch, staying in contact, developing a two-way relationship. We have to understand the content they need and what they expect from us.”

He says that to get valuable links, you have to send your global contacts valuable content that is customized for their needs. “When we have a story for them, we’ll send them a content brief and provide images that are a good fit. We don’t just send an article, we engage in a conversation and provide them the material they need to craft their own unique content.”

Donald L. Dunnington, a member of the Advisory Board for the launch of Oban Digital in the United State, is an author, speaker and consultant specializing in online communication. A special edition of his new book, “HYPER LOCAL SEO & MARKETING: How U.S. Marketers Win Global by Going Local” is available at http://www.obandigital.com/us/hyper-local-ebook/

The benefits of scan avoidance technology

Have you heard about scan avoidance technology? It may not get a lot of high-profile attention outside of the retail world, but it is literally saving retailers billions at manned and self-checkout counters. We recently had the chance to connect with Malay Kundu, founder and CEO of Cambridge, Mass.-based StopLift, to get some thoughts on why retail chains worldwide are installing StopLift Checkout Vision Systems’ Scan-It-All video recognition technology to detect scan avoidance incidence at both the manned and self-checkout.  Working with retailers on four continents, including Tesco in the UK, StopLift has already detected and confirmed more than one million incidents at thousands of checkouts.

These incidents include “sweethearting”, when cashiers pretend to scan merchandise but deliberately bypass the scanner, thus not charging the customer for the merchandise.  The customer is often a friend, family member or fellow employee working in tandem with the cashier.

“Our technology has found that shoplifting is as much as five times more likely to happen in the self-checkout lane,” said Kundu.

Big Y, with 60 Massachusetts and Connecticut stores, and Albertsons, with 217 stores in the South and West, did away with self-checkout in 2011 in order to foster more human contact and better customer service rather than having customers struggle with bar codes, coupons and payment.  On the other hand, CVS Health implemented self-checkout in some urban markets to make shopping faster and more convenient while saving on labor. BJ’s Wholesale Club has implemented self-checkout at nearly every register.

“Retailers always suspected that self-checkouts would be highly prone to scan-avoidance, and our technology has certainly found this to be the case,” Kundu said.  “Furthermore, using the incidents detected from their own stores, retailers are now able to train staff on the signals indicating when customers are either having problems using the self-checkout or are exhibiting suspicious behavior.”

StopLift’s Scan-It-All system finds any incidents of scan-avoidance, where merchandise is not scanned or rung up before being given to the customer.  This includes incidents which may be due to mistakes by the cashier or customer at self-checkout as well as items left in the shopping cart.

To watch real scan avoidance incidents – including self-checkout – tracked by StopLift, visit www.StopLift.com.

As soon as a scan avoidance incident occurs, StopLift, which constantly monitors 100% of the security video, flags the transaction as suspicious.  It quickly reports the incident, identifying the cashier or customer and the date and time of the theft.

Scan-It-All works with existing off-the-shelf overhead cameras.  No special camera equipment needs to be purchased or installed, and no changes have to be made to the checkout.

StopLift’s patented computer vision technology visually determines what occurs during each transaction to immediately identify fraud at the checkout.  Dishonest associates are identified on the basis of video evidence the first time they conduct a fraudulent transaction, rather than months or even years down the road, significantly reducing inventory shrinkage, deterring future theft, and boosting profitability.  Customers are identified at the self-checkout

The technology eliminates costly, time-consuming human review of video, drastically reduces and deters fraud at the checkout, and significantly improves profitability, Kundu said.  Rather than take a one-size-fits-all approach, StopLift develops targeted applications to address the specific needs of retailers from different sectors including general merchandise, grocery, and specialty retail.

Retailers have tried to track sweethearting or scan avoidance through data mining, but, as Kundu notes: “How do you do data mining when there’s no data?”

The U.S. National Retail Federation states that approximately $14 billion of retail shrink is due to sweethearting.  Supermarkets, with their lower profit margins, are particularly vulnerable to sweethearting, which has accounted for an almost 35% profit loss industrywide.

StopLift Checkout Vision Systems grew out of Kundu’s Harvard Business School research study “Project StopLift” on Retail Loss Prevention.  With technological research insights Kundu developed while at MIT, Project StopLift concluded that video recognition could be used to automate and, thus, make possible the comprehensive examination of surveillance video.  Prior to founding StopLift, Kundu developed facial recognition systems for identifying terrorists in airports.

Business Insurance for Retailers: Top Questions and Answers

Guest Blog by Ted Devine

Running a store can be a rewarding way to interact with your community and earn a living. But day to day, it’s also a series of hurdles. One of the biggest challenges for many small retailers is knowing how to protect what they’ve built – after all, it only takes one unplanned disaster to bring a thriving business to a screeching halt.

With appropriate business insurance in place, unexpected disasters don’t have to mean financial ruin. But how do you know which policies to choose? Every business is different, but the following questions are ones we hear most often from our retail clients. Take a look at the answers to get an idea of how business insurance can help you protect what you’ve built.

What’s the Most Significant Risk to a Retail Business Today?

The good news? The most significant risk retail businesses face is probably what you thought: inventory damage. But damage comes in a lot of flavors: fire could destroy your entire stock, a power outage could cause your perishable goods to spoil, a shipment of products could be damaged in transit, or a blizzard at your biggest supplier could mean you don’t receive goods you’re expecting.

As you might expect, no one kind of insurance can pay for all these types of damage, but…

  • Commercial Property Insurance in its most basic form can cover inventory and equipment in your store against loss or damage from fire, theft, wind, and a variety of other loss scenarios.
  • Spoilage coverage (also called “temperature change”) is an endorsement that can be added to a Business Owner’s Policy (more on that in a minute) to provide coverage when an event like power outage causes your inventory to spoil (particularly important for florists and food vendors to consider).
  • Inland Marine Insurance can protect property in transit. Special forms of Inland Marine can protect high-value items like jewelry and fine art.
  • Business Interruption Insurance offers benefits when an event covered by your Property policy forces you to close your doors. This coverage can even replace the income you would have earned if you didn’t have to close. A special form of this called Contingent Business Interruption offers benefits when one of your primary suppliers is forced to shut its doors.

And now a word about the Business Owner’s Policy (BOP) mentioned above. This is a policy that bundles Property Insurance with General Liability. It’s only available to small-business owners and most or all of the coverages listed above can be added to a BOP.

Where Are Retailers Most Vulnerable?

The familiar threat is theft, from both employees and customers.

The less familiar threat is data breach exposure. There’s a common misconception that hackers only go after big companies, but that’s not true. If you have an ecommerce website or accept credit cards, you have the kind of data that hackers find valuable.

The good news is that you can probably add Cyber Liability Insurance as an endorsement to your BOP. The other good news is that most data breaches can be prevented with basic security practices. That’s a topic for a different article, but there are great resources available online through a simple search.

Do I Need More Protection During Busy Periods Like Holidays?

That depends on how your business operates. If you hire temps or seasonal employees during your busy season, you may have to add them to your Workers’ Compensation Insurance. State laws determine how short-term workers are handled, so be sure to find out what your state requires.

The other coverage to consider is Peak Season coverage. It’s an endorsement to a Property policy that allows you to have higher limits during your busiest season, when you’re likely to have the most inventory on hand. This can be helpful for small businesses because it lets them pay more only when they need more coverage, rather than paying for a higher coverage limit year-round.

What Are the Best Ways to Lower My Business Insurance Costs?

One thing we’re always happy to share with customers is that small business insurance doesn’t have to break the bank. Here are some strategies that might lower your insurance bill:

  1. Work with an agent who’s familiar with covering small retail businesses. Experienced agents are more likely to know which endorsements can benefit your business and which ones you can do without, which helps ensure you don’t pay for extras you don’t need.
  2. Ask your agent about safety updates. Some insurance carriers offer lower premiums for those with central-station burglar alarms, for example. But always ask first: there are usually specific criteria you have to meet to enjoy savings.
  3. Manage risk to prevent claims. This means keeping your store clear and well-lit to avoid client injuries and General Liability claims, communicating with employees who get injured, and setting up a theft-prevention system.
  4. Classify workers correctly. Getting Workers’ Comp codes right can ensure that you have appropriate coverage and aren’t paying too much for it.
  5. Increase your deductible – but only to the point that you can afford it. Higher deductible policies usually have lower premiums, but if you can’t afford your deductible, it’s not a good policy (because, in the event of a claim, you have to pay your deductible before you can receive any benefits).

Top Takeaway for Retail Businesses

The most important thing to keep in mind? Your risks are as unique as your business. Before choosing policies, talk with someone who’s familiar with small retail businesses so you can be confident your coverage makes sense for you.

Ted Devine is CEO of Chicago-based insureon

Top 10 Retail Sales Bad Habits (And How to Break Them)

Guest Blog by Kevin Cundiff

Anyone who’s ever tried to give up chocolate or put in more time at the gym knows that bad habits are easy to form but hard to break. And in the monkey-see-monkey-do world of retail sales, one person’s bad habit could spread to the entire team; bad habits equal lower sales and declining revenue.

Have you identified the top ten worst retail sales habits? No? That’s fine, because we did for you. Here they are, along with a few ideas on how to stop them.

#10 – Low self-confidence

Problem: Good salespeople are confident, and confidence is contagious. If a salesperson isn’t confident in their product or in the act of selling, consumers won’t be confident about a purchase.

Solution: Knowledge is power. Know your products and the confidence of both you and your customers will grow (and so will your sales). Practice roleplaying to rehearse pitches and overcome objections and it will translate into success.

#9 – Leading with price

Problem: Once price is established, it has to be overcome with value. This can often be difficult because customers may have already been turned off by the cost.

Solution: Always lead with value. Using knowledge of your customer’s specific needs, build a mountain of benefits that will easily tower over the cost you present later.

#8 – Failing to close

Problem: Sales reps present the value of a product without a closing statement resulting in an awkward silence. The natural reaction is to fill the silence with a data dump, a communication breakdown that can kill a sale.

Solution: At the end of the benefit presentation, employing soft closing statements such as ‘How does that sound?’ or ‘We will set that up for you today as well, sound good?’ can take the customer to the finish line. You’ll either receive a ‘yes’ from your prospect, a clarifying question you can answer to close the sale, or an objection you can overcome. Avoid the awkward silence and guide the customer to the close.

#7 – Failing to connect

Problem: When sales representatives don’t learn anything about their customers, it’s very difficult to inform them of how products and services can truly enhance their lives.

Solution: Take time to learn about customer needs and link those needs to the right product or service solution. There’s no need for a ‘hard close’ or if a customer trusts you. Connect and they will take your recommendations.

#6 – Too much terminology

Problem: Slinging around fancy-schmancy adjectives about your products doesn’t necessarily help you sell more. While certain terminology may be well known internally, it is likely foreign to the customer.

Solution: Know your audience. Talk about products using vocabulary the customer is accustomed to. However, you should still be sure to use the correct legal or compliance language laid out for you.

#5 – Believing you’re short on time and #4 – Believing the store is too busy

Problem: These two habits go hand in hand. Look, we’re all busy; the customer and you included. Still, you have a job to do. Take a breath and proceed.

Solution: Always provide customers with the best experience possible. This includes making them aware of any potential products and services that could benefit them (#10) and treating them like they’re the only person in the store (#7).

#3 – Overwhelming customers with everything at once

Problem: Sometimes knowing the product isn’t the issue, but learning how and when to use it is. Just because a sales rep knows everything doesn’t mean the customer needs to hear it.

Solution: If a connection with the customer has been made, deciding what information to share, and when, becomes easy. Demonstrate that you’ve listened by presenting only what will resonate with the customer, instead of hurling value props until one sticks.

#2 – Clerking

Problem: There’s a difference between clerking and selling. Clerking is simply exchanging money and asking if they’d ‘like fries with that.’ Don’t be a clerk or a cashier, be a salesperson.

Solution: Sell! Sell! Sell! Don’t let the customer steer the conversation. Establish a sales process that builds value before you get to the register. Doing this will help you become a bona fide salesperson who can improve your customers’ lives.

#1 – Not selling to everyone

Problem: Why, why, why would every customer not be offered products or services? Who knows? But it happens. (Insert excuse here.)

Solution: No more excuses. No more making decisions for the customer.  Present to everyone. Remember, you lose 100 percent of the sales you don’t offer.

Kevin Cundiff is VP of Warranty Retail for Fortegra

How to Ensure Your Supplier is Compliant with Standards

As a retailer, you are dependent on the quality of your suppliers. If you are manufacturing end product items, the piece is only as good as its weakest part. If a consumer product fails, it will cost your company its reputation, but if an industrial product breaks, it can cost you money and, in the case of criminal litigation, your freedom. Consumers expect that certain standards are met when purchasing a product. It is the retailer’s job to ensure that suppliers are compliant with these standards.

Give the Heads Up

According to the United States Department of Commerce, the first element of compliance is to get commitment from management. If there is a supply chain involved, the commitment needs to come from all of the companies in the chain. By gaining executive buy-in, your company guarantees the requisite standards are understood by all of the chain’s significant providers. This places all of the merchants on notice and gives them the opportunity to price items appropriately.

Like most things in the business world, a handshake is not legally binding. A verbal agreement is as good as the paper on which it is written. Standard compliance is a contractual obligation and should be addressed as such. Make certain that there is specific legal language that binds every member of the supply chain to the standards.

Put It to the Test

When dealing with compliance issues, do not take anyone’s word on the matter; compliance needs to be approved. This is where quality assurance comes into play. Quality assurance is a testable set of standards that are implemented at a customer’s request. The definition is in the name. QA assures that the quality required by a set of standards is met using an enhanced paper trail, sample testing, or both.

For products that could put a consumer at risk, sample QA testing is performed. Often this type of testing requires that the manufacturer take a part or product and find its structural limits. This is called destructive QA testing. This form of testing can be used in textile items like plastics and clothing, as well as computer software design and electronic chip systems. As the retailer, you receive the reports verifying QA tests.

Read What Others Say

The internet has given retailers a powerful tool to verify the quality of component parts. Compliance can be seen by the things that manufacturers and consumers put on the web. Seal manufacturer Apple Rubber uses testimonials to ensure that the entire supply chain understands their commitment to compliance to standards. In the age of the Web, much of compliance management can be performed and verified online. Testimonials, social media and consumer feedback are drawn together with cloud-based applications that give a single, robust compliance package.

There are several powerful internet based software packages that will let the retailer stay on top of compliance issues. The review site Capterra offers a list of the best Web-based compliance software.

Compliance is not an option. The cost of ignoring compliance to standards is far greater than the cost of maintaining a solid compliance program.

Increasing the Relevance of the Retail Store Environment

Guest Blog by Jeff Trachsel

Showrooming has plagued brick-and-mortar retailers for many years, with e-commerce quickly chipping away at in-store sales. Recently however, experts report the rising trend is actually the reverse – shoppers are now exploring options online before buying in-store. According to a 2014 report from BI Intelligence, reverse showrooming, or webrooming, is actually more common among U.S. consumers, with 69 percent of consumers researching online before transacting in-store.

Though webrooming indicates in-store purchasing behavior may be on the rise, retailers are not yet out of the woods. The act of showrooming and the rise of e-commerce is still a very present threat to brick-and-mortar retailers. The following strategies can help retailers make the in-store experience relevant again and, in turn, increase retail sales and drive customer loyalty.

Engaging in-store experiences

Ecommerce experts agree that a streamlined and intuitive user experience is incredibly important in online retailing, and the same can be said for in-store experiences. Storefronts are no longer just a utility. Savvy brick-and-mortar retailers are turning them into attractive destinations for trying out products, interacting with knowledgeable salespeople and even congregating with friends. Apple paved the way with its sleek stores and friendly, casual staff. Capital One introduced its 360 Cafes to develop a community among its customer base. And more retailers are following suit.

Leveraging features and services that lend themselves to an in-store experience is another way to drive foot traffic. Programs such as electronics trade-in and in-store tech support benefit from a personalized, one-on-one interaction. They also deliver a better payoff through instant gratification – the customer is immediately rewarded during their store visit. This combination of features and benefits is not easily replicable through the online channel, making it a key selling point to drive in-store shoppers and sales.

Compelling in-store incentives

Promotions are used as a traffic driver for e-tailers, but in some cases they can work even more effectively in retail environments. In-store promotions appeal to today’s shopper, as they can be more flexible and simpler than online promotions, and most importantly, can deliver on instant gratification expectations. Eliminating the need for proof of purchase and the subsequent delayed payment or reward is yet another benefit over online, and another reason for shoppers to conduct their business in-store.

In-store promotions also open the door for store associates to effectively upsell products and services. During their time in store, customers have the opportunity to ask more questions and explore other purchases. For example, in the case of electronics trade-in, accessory coupons can be issued after completing a trade. This encourages the customer to immediately spend their trade-in proceeds on high-margin accessories.

Adopting an omnichannel approach

Brick-and-mortar retailers should also embrace their online presence, ensuring all marketing and product offerings are fully integrated for an omnichannel approach. According to a survey by comScore, 40 percent of purchases are made crossing channels, whether searching in-store and purchasing online or vice versa. So an omnichannel approach to customer service and the shopping experience engenders the most customer satisfaction, which triggers loyalty and brand recognition.

Further solidifying the need for omnichannel selling, the comScore survey found that the five most important things to shoppers making purchases both in store and online are:

  • Price consistency across shopping channels
  • The ability to ship out-of-stock items directly to their home
  • The option to track the status of an order
  • Consistent product assortment across channels
  • The ability to return online purchases to the store

Retailers can effectively drive in-store behavior by offering a differentiated in-store experience, adopting proven e-commerce methods and leveraging an omnichannel marketing approach. Playing to the strengths of the retail environment (assisted sales, instant gratification) while relying on the power of online communication can effectively reverse the showrooming trend, helping to drive retail sales and increase customer loyalty.

Jeff Trachsel is CMO for NextWorth Solutions

Earth Day 2015: It’s Easy Being Green

How the Right Tech Can Green your Business and Win Customer Favor

Guest Blog By Dax Dasilva

The shops and restaurants that line each and every “Main Street” breath life into their communities. On Earth Day, we are thinking about how those businesses can be even better neighbors by going green. With the right tech tools and a little thinking outside the box, retailers can go green while saving a little green along the way.

There are many independent retailers that are making a difference for their customers and in their communities. We’ve put together five easy ways you can “green” your business this Earth Day and be a brand your community is proud to support!

  • Know your community’s recycling rules. Can you combine all of your recyclables in one bin? Do glass and plastic need to be separated? Each community has different rules and regulations for the types of recyclables they accept– make sure you are adhering to them for maximum positive impact of your recycling efforts, and make sure your customers are in the know as well. If not, your bag of recyclables could end up in the landfill.
  • Help your neighbors reduce their carbon footprint – shop local. Team up with your neighbors to offer coupons to each others businesses or a special block-wide discount that encourages shoppers to walk and stay local while running errands. For example, if a customer purchases something at your store, offer a coupon for the hardware across the street and vice versa. Similarly, many group loyalty mobile apps may already include your neighbors. Customers can earn paperless rewards and if the app integrates with your POS, you may be able to give the customer a personalized recommendation of a neighbor in your loyalty network. By partnering up with your neighbors, you’ll not only encourage more foot traffic to your business but also help shoppers to stay local and reduce carbon emissions caused by vehicular travel.
  • Implement e-receipts. Many point of sale systems often provide the option to email your customer a receipt instead of printing it out. Most receipts are not recyclable due to the type of paper on which they are printed, so encourage emailing which helps save paper and reduce waste; killing two environmental faux pas with one stone.
  • Reduce and reuse. Think outside the box when purchasing new items and replacing old ones. Consider purchasing high-quality used furniture on CraigsList or from a local thrift store for a fraction of the cost. Also, don’t be afraid to share with your friends. You likely know another small business owner – their trash might be your treasure and visa versa. Put some feelers out and if you can, trade a shelf for a clothing rack instead of putting them out on the curb.
  • Pack light. While shopping bags can be a great way to brand your store, think about offering reusable branded tote bags that encourage repeat visitors and cut down on plastic bags in landfills. When packing up shipments, be sure to use appropriately sized boxes to fit the items being shipped and pack as many items together as possible. In addition, use post-consumer recycled materials for packing instead of non-biodegradable materials like packing peanuts. Using less material is better for the environment and your bottom line.
  • Haste makes waste: A buyer’s job is never easy, but with the right tech tools, ordering can be more of a science than guesswork. Make sure your inventory system is working for you: an accurate count of what you have across multiple stores and your online channels will ensure you not only have the right items in stock, but will also help you avoid over-ordering items that can potentially go to waste. Arm yourself with an inventory platform that can help you make inventory and buying decisions quickly, but is accurate and up-to-date to ensure haste doesn’t turn to waste.

Going green doesn’t have to be hard or expensive, and there’s a myriad of ways the right tech tools and systems can help you streamline processes and avoid waste. This Earth Day, take a cue from mother nature and think about the ways going green can help you give back to the community, and actually help you save some money in the long run. Don’t be overwhelmed by making big changes to your business — a few small steps this Earth Day toward sustainability will get you on your way to being an environmentally responsible business your customers will enthusiastically support.

Dax Dasilva is CEO and Founder of Lightspeed

3 Important Questions to Ask a Potential Warranty Partner

Guest Blog by Kevin Cundiff

Sure, extended warranties are often misunderstood by consumers and salespeople, but for retailers they can be used as a competitive advantage that can maximize product sales and build customer loyalty. No matter how careful customers are, the fact remains: products still break or malfunction. If not covered properly, that new fridge or dishwasher could end up costing far more than anticipated – and then nobody’s happy.

By effectively offering extended warranties on big-ticket items, sales associates can ease the perceived risk customers feel when making big purchases. Done effectively, this can reinforce the buying decision and improve the customer relationship.

The effective sale of extended warranties starts first with the right warranty partner and plan. But, with hundreds of warranty partners all claiming to be the right one for your company’s needs, the process of selecting a partner can be a big roadblock.

Sound overwhelming? It doesn’t have to be. Here are three key questions you should ask that will help you select the right warranty partner.

#1 – What is the company structure?

Before engaging, do your own backend research on the warranty company. Take note of the company’s overall financial standing, longevity, and customer claims. Are they the sole coverage provider or are there third-party pieces to their insurance puzzle. After initial research, engage with the warranty provider to learn a bit more. Is the company plugged into regulatory compliance updates? Does the company offer transparent reporting by sharing loss data and analytics? Also, check that the provider’s business objectives align with your own for achieving the performance level desired by both parties.

#2 – What support and training initiatives are provided?

Once you’ve narrowed down a list of providers, it’s time to dig deeper into the variety of support and training initiatives that will be available. As your warranty partner, the provider should offer a suite of marketing materials, as well as product and sales training for your employees. Providers also need to deliver clear compliance guidance and the assistance required for typical and escalated claims. If there are holes in training, claims, or marketing support, it’s time to look at your next candidate.

#3 – Does the product meet customer needs?

The most crucial aspect of the process is to make sure that the partnership you choose will ultimately provide value to your customer base. It’s at this point you need to explore every nook and cranny, making sure to check the following important factors off your list:

  • Does the warranty provider offer competitive pricing?
  • How limiting is the coverage compared to price?
  • Are there extra benefits with the plan?
  • Are there additional costs or fees beyond traditional deductibles or administrative fees? If so, are they clearly outlined?
  • Is it easy for customers to make a claim? If so, what claim processing options are available?
  • And just how many hoops will your customers need to jump through to get what they need? For example, is there a lot of front-end paperwork? How many times will a customer need to contact the company? How quick is a typical claim?

In short, analyze the overall customer experience. Identify any loopholes that you think may cause problems down the road. Go through the process yourself to ensure customers are able to easily purchase a plan, file a claim or request service in an accurate and timely manner. If you’re happy with the process, then have others on your team do the same. From there, you can make the final call and determine if your customer will be happy with the product and recommended provider.

The process of choosing the best warranty partner is extensive and it’s important to keep in mind that not all providers are created equal. Due diligence is the order of the day to find the provider that fits your company best. And remember: the best provider is one that affects both you and your customers in a positive way.

Kevin Cundiff is a vice president with Fortegra

The Explosive Growth of Dynamic Pricing

Guest Blog By Sudhir Holla

If you’ve ever bought an expensive umbrella from a street vendor on a rainy day, you’ve experienced dynamic pricing. The vendor sets his price by evaluating multiple factors – his inventory levels and pace of sales, the weather, the customer profile (tourist or local), competition levels, the day of the week (holiday or not), and traffic at the location. These days, dynamic pricing is becoming increasingly prevalent, as consumers experience it when buying everything from plane tickets and sporting event tickets to taxi services and even ski tickets.

It makes sense – there are many factors that go into pricing for all types of goods and services. Take skiing for example: weather and snow conditions can change consumers’ perceived value of a day on the slopes. Likewise, it matters to sports fans which opponent their team will face in any given game, and as a result, they’re willing to pay more for some games than for others.

Dynamic pricing has always existed. Whether it is changing prices based on store location or markdowns, retailers have always used price as a key lever to increase margins. What’s changing now is the availability of vast volumes of data related to the digital “footprints” that consumers leave behind as they interact with retailers, and the ability to analyze that data. This data can help retailers anticipate consumer behavior and determine what elements have the biggest impact on price elasticity.

The Impact of Product Images, Videos and Reviews on Consumer Price Perception

There is a strong correlation when it comes to the influence of reviews on product turnover and price elasticity. Even one or two reviews can have a dramatic effect on sales. For example, take Amazon’s top-selling bathroom cleaning product, the spray-before-you-go toilet spray Poo-Pourri . Once the first few positive reviews were posted (and perhaps the product became more socially accepted as a result), the product saw dramatic increases in conversion rates. In Ugam’s research, we’ve found that there is a .25 correlation between the number of reviews and price elasticity, indicating a strong logarithmic relationship (the first 10 reviews have the biggest impact and the next 100 have the same impact).

Images can have a strong impact on price elasticity as well. Some retailers find that by providing a richer consumer experience (with more images, higher-quality images, videos and more useful product descriptions), they reduce price elasticity and can charge higher prices. There is a strong correlation between images and conversion rates supporting this, though not quite as strong as the relationship between reviews and conversion rates.

Price Elasticity and Web Traffic Data

Most retailers capture price elasticity by looking at historic values. They draw a graph comparing how many units sold at different prices, and then come up with a relationship. But historical prices don’t take some things into consideration. If, for example, a sudden surge in demand and similar drop in price sensitivity for a particular dress occurs after a certain celebrity is seen in the dress, historic data can’t capture this information quickly enough, but real-time web analytics can. Retailers can look at the traffic pattern for individual products and use that data on any given day or on a given week to determine the best price to put on the product.

The Science and Art of Dynamic Pricing

Collecting this dynamic pricing data is no easy task. Just the raw product information necessary for product mapping can be enormous. Each variation, color, size, bundle, etc. of a particular product represents a single stock-keeping unit, and online vendors can easily have hundreds of thousands of them. Plus, there’s collecting competitor data and mapping it to align with products, which is not always easy, especially with store brands, differing packages and unit sizes, special offers, etc.

The key to smart dynamic pricing, though, is the analysis of the data and implementing optimum prices quickly – not just based on historic data, anecdotal information about demand or even gut-based decisions. Most electronically controlled pricing today is made primarily by rules engines (i.e., if competitor X has a price lower than mine, lower the price by X), and in many cases, they create a pricing war that no one can win. These simple pricing solutions fail to incorporate the Big Data demand signals.

Only by understanding the demand signals that consumers leave behind as digital footprints can retailers get a step up on their competitors. With the right mix of product intelligence and consumer demand data, retailers have an opportunity to compete that goes beyond just having the lowest prices. They can differentiate themselves by providing a richer consumer experience with less price elasticity, while optimizing prices that help them meet their objectives – from increasing sales to boosting margins and clearing inventory.

Sudhir is a senior vice president at Ugam.