Carphone Warehouse uses tablets to boost sales and remove fixed tills
By using tablet devices as sales tools Carphone Warhouse has dramatically increased the conversion rates of customers in its stores, which signals the removal of many of the fixed tills from its shops. By Glynn Davis
Ahead of speaking at the Retail Bulletin 5th annual Omni-channel Summit 2014 on February 5 in London Steve Moore, director of client, marketing and proposition for Connected World Services at Carphone Warehouse, revealed that when tablet devices are used to help customers with their decision making in-store their propensity to make a purchase increases from 40% to 90%.
This success is based on the functionality that the company has given the devices through its Pinpoint software that provides a needs analysis solution to help customers determine the best product for their needs.
“It is complicated for consumers today. With 300,000 combinations of carriers, manufacturers and tariffs to choose from it’s difficult to navigate. So we’ve designed a tool to help customers, which enables them to select and then go right through to the activation stage either at a traditional till or still on the tablet,” he explains.
Such devices have been in use in Carphone Stores since September and a similar tool is being made available as a white label solution for other retailers, carriers and manufacturers to use in their own outlets.
It will be used in February by a major retailer and Moore says the company is also “talking to a number of clients that could include department stores”, in what is a move into the b2b market that Carphone Warehouse has not necessarily targeted in the past.
The solution also enables the monitoring of customer engagement in-store: “We can use the sensors in the devices to see who picked them up and we then use the analysis behind it to help us better understand the research journey of customers.”
This is vitally important in today’s increasingly multi-channel world and is further recognised in Pinpoint by the ability for consumers to continue their product selection journey on their own mobile device or PC at a later time/date because all their interactions are saved centrally.
This desire by consumers to use multiple channels when shopping is one of the reasons for the early success of Pinpoint, according to Moore, who adds that their ability to use them in-store has also enabled customers to side-step the sales people and gain information independently if they desire. “No one is scared of these devices today - they simply have to press buttons. There is no smoke and mirrors.”
Where the assistance of the sales team is required then the device can recognise them and rewards are incorporated into the tool. Although Moore admits that not all employees “love” using the devices he says it is more important to have the “right conversation” – with or without the tablet - as determined by the individual customer.
But he still foresees the day when fixed tills are largely usurped by the likes of Pinpoint and tablets: “Over the next year or so the till be only be used for exceptions.”
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