Reduce Purchase Friction

Retailers have undergone a dramatic shift in their roles from centuries ago to what they are today. The consumer expects different things from what they did 100, 50, or even 10 years ago. In today's world, customers want things done as quickly as possible, so you need to make things easy for them. Many shoppers have become frustrated with payments as part of the shopping process. The advent of contactless technology means a company without payment options will now have a hard time retaining customers. Payment plays a major role in the customer's experience. It is possible that customers will associate negative feelings with your company after a bad payment experience.

What creates friction?

There are three main factors that can cause friction in the shopping experience: product location, service, and payment. In-store it is easy for customers to experience delays when waiting in queues, staff availability, and unexpected checkout issues. Things like cash only rules or card fees can stop customers from buying as they would not want to be inconvenienced by the shop’s rules.

How can we fix friction?

Product Location

In terms of applications and operations, high-resolution cameras offer much more than thief identification, and can also solve your location problem. You can track and control your inventory, so your employees know if an item is actually in stock, and heat maps show you how your customers are moving through the store, helping you optimize product placement.

Payment

Consumers do not enjoy having to wait. Long checkout lines are considered to be one of the biggest frustrations for consumers. The use of card payment devices can help with this issue. With the implementation of tap-to-pay technology, you can also get faster cue movement. The use of contactless devices decreases the time it takes to operate the card machine or count cash.

Service

Often bad service can be frustrating. It is important to train your staff to deal with the needs of your customers. You should audit your staff and see where they would need to be trained. The tools at their disposal are also a factor that can affect their performance.

Lacking in any of these conditions can lead to customer dissatisfaction. Try to improve these friction points, and you’ll have customers having nothing but praise for your company.

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