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Frictionless Shopping: Futuristic Retail

Customers today want the gap between online browsing and in-store purchasing to bridged in a seamless experience. Potential inhibitors of the customer shopping journey include inconveniences such as having their preferred choice unavailable in-store or losing items in an online basket. It is a disappointing experience when customers face inconvenience whether real or perceived when shopping in-store or online.  It is critical for brick and mortars to make necessary adjustments to stay ahead in the competitive arena of retail. A frictionless shopping experience is one that seamlessly incorporates checkout and payment options, real-time customer service and, customer delivery preferences. This is quickly turning out to be a fundamental aspect of any retailer’s business. Offering frictionless shopping is a great way to connect with new customers.

What Defines Frictionless Shopping?

Frictionless shopping is the idea to connect customers and retailers so that customers instantly find the products they need and then buy it without any interruptions. Frictionless shopping ensures that the customers are in control. The concept has evolved with technology and now customers expect these experiences to be made available through their smartphones. Frictionless shopping also requires the elimination of retail interactions that negatively impact customer experience, such as, having to wait for paper receipts to print or fetching loyalty cards to get a discount.

The implications for you include the way you package and market goods, down to the ease with which your customers can complete the payment and checkout process. You must incorporate customer-friendly ordering options, as well as click and collect services. If you have a brick and mortar store, you must find a way to enable mobile payment options and optimize inventory systems to attract customers into the store.

Why is Frictionless Shopping Important?

In the digital age, customers are spoiled for choice and habituated to getting what they want delivered instantly. Customers prefer not to have to stand in long queues at checkout counters or wait long for their online orders to be delivered. Information is also always at their fingertips and they can easily find what they need/want with one quick search on their smartphones. 

A good example of a great frictionless shopping experience is Amazon Go. The cashierless stores are at 4 locations in the US. Amazon Go uses hundred of cameras and lots of data to allow customers to simply walk in, pick up whatever they need and walk out without any checkout queues. Amazon Go has a smartphone app that automatically adds items to a virtual shopping basket while customers select them. The customers are charged to their Amazon account for the products they walk out with as they leave the store.

Impact of Frictionless Shopping on Retailers

If you want to stay ahead of the game, then you must embrace technology and data to provide a frictionless shopping experience from start to finish. From product innovation to improving customer experiences in-store, data and technology play a big role in helping you understand how customers respond to display and packaging. It is important to reorder inventory based on demand, keep shelves stocked and ensure efficient distribution.

For example, push notifications sent on smartphones to customers while they are shopping could alert them to offers and provide helpful information to smooth their shopping journey. An essential element in frictionless shopping is an easy mobile checkout process. Mobile friendly, simple forms and single payment option will get more customers. It is also crucial to allow customers to easily and quickly find help through FAQs, direct calling or live chat.

We have seen some tips for implementing the concept of frictionless shopping whether offline or online in your business.  In this busy world, customers are drawn to retailers who understand the value of their time. Stay ahead in the competition by giving your customers a smooth and frictionless shopping experience.


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