Changing shopping demands, especially those of younger, hyperconnected consumers, will drive a sea change in retail shopping, and in the way brands and stores interact with customers.

While brick-and-mortar retailing will remain a very significant part of the shopping process, the lines between sales channels will erode to the benefit of the customer and the business, says Aruba Networks sub-Saharan Africa regional manager Pieter Engelbrecht.

“Advances in technology will significantly improve the relationships between retailers and customers, in much the same way as analytics improved online shopping.”

The true opportunities lie in responding to this change and delivering an integrated and seamless omni-channel experience, he states.

One of the changes will constitute the emer-gence of the smart shopper, who will enter a store and interact with staff and view products they have already investigated online. Retail staff will not be bound to the sales counter, as they will be provided with equipment to connect with customers across the store to allow for a consultative approach, says Engelbrecht.

Mobile technology will revolutionise the sales process and experience. In fashion retail, for example, assistants will be able to show customers a range of outfits and styles with which a particular item could be worn, he elaborates.

“With a real-time view of stock and availability, sales staff will be much more capable of closing sales, recommending items that are in stock while offering further choice and order visibility, and reducing wait time for shoppers.”

Further, immersive engagement will also grow, which is more opportunistic and incentivises shoppers through their smart devices when they are in proximity to the store, either driving past or walking in a mall.

“Location-aware technology will identify customers’ mobile devices, allowing to send sales offers based on what they are viewing and what they have bought. As customers roam the store, engagement programmes will link with in-store beacons to offer suggestions at various points in the store,” explains Engelbrecht.

In this scenario, loyalty programmes and retail assistants will work together using a shared purchase history, and retailers can provide their shop assistants with information about the shopper, preferences and items they already own.

“Such a system will extend loyalty beyond purchases too, offering experience enhancements, such as reserving parking spots when customers approach retail stores and recognising regular customers on entry.”

To meet new customers’ expectations, com-panies will have to deliver a seamless payment system, removing barriers that slow down sales and eliminating queues. Sales staff will be able to transact with customers in seconds on the shop floor, enhancing the experience.

“Further, payment security requires com-pliance with higher security standards to ensure that consumers are protected from fraudulent activity, and avoiding the irreparable reputational damage and financial costs associated with a breach in payment security for the retailer,” highlights Engelbrecht.

While new innovations are being tested, much of this development is stifled by existing and fragmented information technology infrastructure, negatively impacting on customer experience and slowing down consumer adoption of new technologies that could help drive retail businesses.

“Because of this, retailers are starting on the back foot. To build a successful platform for inno- vation across multiple channels, retailers must focus on meeting the technological needs of today’s customers and on enriching their experience,” he concludes.