The customer journey is most definitely changing and is now less of a direct path and more of a winding road which includes a number of junctions and crossroads. Therefore an Omni-Channel strategy must reflect this evolving landscape and adapt to remain competitive and keep up with customer requirements. The rapid digital transformation supports this by creating new options for merchants and SIX Payment Services shows how the payment process can support these new opportunities in the best possible way.
Create new touchpoints and individual journeys for customers
It is vital that changes in the customer journey must be supported through a business’ Omni-Channel strategy. Merchants are creating additional touchpoints to connect with customers at the right time and place in order to expand on existing relationships and also reach new customers. The digital transformation provides a clear blueprint for new touchpoints which can offer vastly improved services including:
- Click and Collect: The customer orders and pays for the goods online and collects them from the store.
- Click and Return: A consumer orders and pays a product online. It will be delivered to their home and can be exchanged or returned at the store. The payment is returned to the customer without physically needing the card originally used for the payment.
- Endless Aisle: An item is sold out in-store but can be ordered on mobile devices or at an info-booth in the store.
dmexco: Experience Omni-Channel live at the upcoming industry event in Cologne
A ‘pseudo-integrated’ customer experience is simply not good enough; the payment processes must be fully integrated in order to ensure that Omni-Channel reaches its full potential. SIX Payment Services is demonstrating a Click & Reserve and Click & Collect showcase live on site at dmexco – the world’s most important event on the global digital economy being held in Cologne in September.
SIX has developed a demo web shop in which participants can pre-order a ’cake in a glass’, one of the hottest trends in the patisserie world, (“Click & Reserve”), after which they receive a QR code on their smartphone. This QR code is linked to credit card data provided by SIX for this specific purpose. When visiting the fair, participants can collect their cake by simply showing or scanning the QR code at the cash desk on stand number B-069 in Hall 7.
“Click & Collect” is one of the most common use cases in the retail business today. In order to handle it efficiently on a broad basis, full interaction between the payment terminal and the e-commerce solution without any manipulation is required
“In our store, customer orders account for more than 15% of our sales, and our regular customers are coming from far in order to trying out their items from a wide range we have on offer,” said Daniel Dimpker, owner of 24Helmets.de. “With the Saferpay e-commerce solution and the mobile terminal from SIX Payment Services, we are using a contemporary Omni-Channel solution in our specialist shop for motorcycle clothing and accessories that saves both time and money. The innovative and easy-to-use solution gives us a clear overview of our POS and online transactions in real-time. “
Merchants who choose to partner with SIX benefit from the opportunity to work with a payment specialst that offers a comprehensive integration of payment solutions into systems and processes which encompasses all Omni-Channel paths. This allows merchants to focus entirely on the customer and their needs.
Thought leaders remain competitive
In order to remain competitive and increase sales, it is important that companies understand the shopping behaviour of their own target customers. This is necessary to establish a smooth and seamless shopping experience and create new selling opportunities such as spontaneous purchases made by customers while they collect their online orders in-store. At the same time merchants can use modern Omni-Channel concepts to underpin their leadership position, increase customer satisfaction, both for their point-of-sale business and the online store, and remain attractive to the changing needs of their long-term customers.
Jens Heinze, Managing Director of UCI Kinowelt, a German cinema chain: “SIX Payment Services has developed a state-of-the-art Omni-Channel solution that provides real value to us and our cinema goers through efficient and easy-to-use technology. In a high traffic business one immediately sees whether a solution is successful. Our young, technology-conscious customers fully utilise the functionality of their mobile devices and with SIX we can handle the various pick-up and payment options quickly and safely.”