With a month to go until the Olympic Games open in London, retailers are being urged to make the final checks on their website’s functionality, security in-store and overall storefront presentation to maximise sales as more shoppers arrive in the UK as a result of the Games.
Software company CTS Retail has said that social media may be the best way to drive products as well as offer a seamless customer experience across various sales channels.
CTS managing director Scott Storey said: “The 2012 Olympics customer, is by far the most technologically advanced that they will have ever experienced. They will be comfortable with multi-channel sales and will expect and in fact, demand the same level of service online as offline.
“[Customers] are likely to be active on social networking sites, understanding and embracing marketing via this medium, as well as voicing their opinions and support for brands via Twitter and Facebook. They are likely to be comfortable with m-commerce, using their iPhones and Blackberrys to browse online stores and make purchases.”
CTS has outline its Olympic-Ready five-point checklist
Are You Looking Good?
The focus during the Olympic season must remain on promoting a good customer experience and merchandising is critical, from the second the customer walks through the door, through to the final stages of paying for their goods at the till.
Can You Cope with Surges in Demand?
Smaller retailers and independents may well find themselves struggling with the surges in demand during the Olympic season and expensive fixed fee license fees prevent many, from being able to simply open up additional tills.
Is Your Website Working Effectively?
With potential road closures impacting on footfall, it will be critical that a store website is working effectively to capture any sales or enquiries from customers who wish to avoid coming into store. There is still time to ensure products are uploaded, promotions put in place and any important details updated.
Do You Need to Offer Contactless Payments?
During busy sales periods, speed of transaction is vital to maximising sales potential. There are also statistics and research to show that consumers spend more, if not parting with cash, which is why contactless payments could help maximise sales.
Have You Reviewed Your Security Measures?
Reducing the amount of cash handling done, also reduces the risk of theft and internal collusion, which during busier periods and with temporary staff, can be harder to control. This will be especially true of jewellery retailers.
