Almost three quarters of shoppers will abandon purchases if they have to queue for longer than five minutes, which could result in £1bn losses per year for UK retailers.
If an in-store queue is too long, 63% of shoppers will abandon their purchases, with each product costing £33 on average.
Telecoms giant EE surveyed 2,000 UK customers and found 77% of shoppers say queuing to pay for a product is the worst part of shopping in-store. Additionally, 29% will only wait a maximum of two minutes and 59% will wait no longer than four minutes to purchase their items.
EE has launched its Connected Retail strategy to help retailers improve the in-store experience for its customers.
The managed service uses mobile connectivity to connect with customers in an omni-channel way. As part of the Connected Retail service, EE can provide in-store Wi-Fi, tablets for staff, smartphone promotional offers and heat-mapping technology to anticipate queues.
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Max Taylor, director of corporate business at EE, said: “Consumers are always online, always mobile, shopping on the go. By 2016, 80% of consumers will be using mobile to make informed buying decisions. As they find, compare, share and buy, retailers have the opportunity to exploit digital channels and create a far more engaging in-store experience.”
Asda has been using the Connected Retail strategy to engage with its customers across 575 supermarkets in the UK. Its Asda-branded in-store Wi-Fi has attracted 100,000 customers with more than 800,000 subscribers. The retailer is now able to cross-reference its Wi-Fi data with the customer’s use of online shopping applications which gives the supermarket chain information on buying behaviour.
Retailers can use this real-time data analytics to develop timely communications with customers via their smartphone devices.