The customer experience inside a store has nothing to do with what it was a few years ago. This is largely due to the emergence of technologies such as indoor mapping or augmented reality, which make the user enjoy an enriching visit that goes beyond buying a product.
Indoor mapping, as is usual, arises from a need, which is none other than being able to position people and objects in closed environments. With this, we get to know in a more accurate way the behavior of people indoors, a very useful factor in the case of shops.
Thanks to this monitoring of customers, store managers can define their strategies with a higher probability of success, optimizing their resources, both physical and human, with the ultimate goal of greater customer satisfaction through the creation of an experience made to the measure of your demands. Deriving all this in better sales results.
For the implementation of an effective indoor mapping system, it is necessary to resort to the latest vanguard in location technologies. The first one that comes to mind is the GPS, integrated into all mobile devices. However, GPS positioning can be less effective and somewhat inaccurate indoors, so it is also necessary to use a combination of tools such as Wi-Fi, Bluetooth or sensors.
When developing an effective indoor mapping solution, it is necessary to take into account the different types of users that will use it and their needs, all encompassed within the same system and structured in several levels of access.
Customers can use certain features, such as those that allow them to receive instructions to navigate more easily through the store, locate the desired product in less time and other advantages, such as receiving personalized offers on their mobile based on their position within the establishment.
From the point of view of employees, they can benefit from real-time information that allows them to be more effective in their tasks. For example, they can more quickly locate a particular product within the store or warehouse or more efficiently manage the available stock.
Finally, at the highest level, indoor mapping allows store managers to know exactly which products or areas are not working within the expected expectations and make changes that can solve these problems to improve overall performance.
Indoor mapping has been a great revolution in the world of marketing thanks to the fact that it has managed to bring companies and customers closer together. That is why proximity has become one of the four “p’s” traditionally studied in the marketing mix.
Thanks to proximity marketing, we can reach our audience so that the right messages are sent to the place and time it is. It can be easily deduced that geolocation technologies have been a great boost for this marketing discipline.
The data confirm the benefit offered by proximity marketing. According to JiWire, 53% of consumers are willing to share their current location to receive advertising that is more relevant and 57% are more predisposed to location-based advertising. Therefore, being close to the customer is a necessity for many companies, which have already begun to be aware of it, acting accordingly.
Traditionally, offers within a store have been advertised through posters or stickers that inform us that a certain product has been reduced. In the end, the shop windows become a sea of numbers and percentages in which it is only possible to highlight the size of the font or using colorful numbers.
Some indoor mapping solutions aim to put an end to this confusing panorama for the consumer through a much more intelligent and practical approach. For this purpose, it is responsible for sending to the mobile phone of the person who passes through a certain section of the store offers and promotions about it, so that it will not receive any notification of products that do not interest it.
With methods like the one described above, the relationship between the store and the customer becomes much closer, since it is communicating with him directly through his mobile, and also more personalized, since he is offered relevant information.
THE POSSIBILITIES OF INCREASED REALITY
Another new way to implement new technologies to improve the customer experience within stores is the use of augmented reality. Proof of this is the work developed by a Spanish company that has developed an augmented reality system applicable to businesses that does not need the use of external devices that hinder the experience, such as glasses or mobile applications.
With this innovative technology, the client will always feel accompanied, constantly providing information, as he walks, at his own pace. Not only allows easy and intuitive indoor guidance without the use of traditional posters, but also opens a wide range of possibilities for the marketing department, so that they can tell stories through indoor video mapping.
THE IMPORTANCE OF NAVIGATION
Being able to move easily and in an oriented way through a store is a much-demanded functionality on the part of the clients, especially in shopping centers where sometimes it is more complicated to find the establishment that is desired.
This fact is very important for businesses, since a disoriented customer is very likely to leave the locations without making any purchases. According to Harvard Business School, 96% of consumers have left a store without buying at least once. Of these, 67.3% left because they could not find the product they needed. When this happens, up to 43% will buy the item at another store.
The company specialized in management of shopping centers ECE carried out a study in which it was demonstrated that a third of people under 40 years were interested in a 3D navigation system to help them to orientate themselves in the shops, including the parking, place where, by its characteristics, it is very easy to lose the spatial references.
In addition, this type of applications offer more services than simply localization, especially relevant information on all available businesses, such as their hours, photographs of the interior, type of products or service they have for sale, etc. This way the client can know much better all the options that he has and decide more easily his destination and shopping route.
The indoor mapping has arrived to solve an inconvenience that the physical stores had in front of the digital ones, and it is that the latter have a greater facility to know the way of acting of their users, where they click or how much time they spend in each one of the pages.
This was the main challenge that Geographica faced when designing an indoor mapping solution for El Corte Inglés. This was intended to answer many questions about customer behavior in shopping centers.
Therefore, a very complete system was created taking into account many issues that we have previously commented, such as the different levels of access for customers, dependents and administrators, personalized offers or a navigation system to find the shortest route to a point of interest.
All this technology and solutions for commercial establishments are focused on offering a more satisfactory user experience in order to build loyalty and to provide managers with a broader scope to design an effective offer tailored to their customers.