How Visual Merchandisers can create ‘Social proof’ in-store

Social proof is the psychological phenomenon where people seek reassurance from other people’s actions and opinions, validating their purchase decision.

Reviews, ratings, social stats and all kinds of other social proof have been shown to be highly successful for eCommerce stores, posing the question, how can a similar experience be created for customer’s in-store?

A few apparel retailers have obviously had the same thought as they’ve been testing out a range of methods, using digital signage, as well as some simple visual merchandising strategies.

An example of the latter is creating a ‘Most pinned’ wall, rack or table, which displays all the top products pinned on Pinterest.

Another simple idea is to create special hang tags or signage that can be easily added to items calling out their ‘Most pinned’, ‘Most liked’ or ‘Most shared’ status, depending on what your preferred social channel is.

Utilising digital signage opens the doors to many different implementation ideas, as imagery from social channels, as well as comments and ratings can be displayed in real time. For example using digital signage on the walls you could display Instagram posts of customers wearing current styles, allowing shoppers to see how real people are styling and responding to the clothes.

A more literal translation of online social proof can be achieved using Electronic Shelf Labels (digital product price labels), which can actually display all the same information you might see on an eCommerce store. Such as, ratings and reviews, the amount of pins, tweets, Facebook likes each product has received and so forth. This could be excellent for products like wine and books, where purchasers rely heavily on customer feedback as part of the sales cycle. Imagine you’re shopping for a nice bottle of wine at a bottle shop and the price labels showed you the percentage of customers that have stated that they would ‘buy this wine again’, how much easier would the purchase decision be? Not to mention customer satisfaction would be up, and I’d imagine sales of less well known wines would also be up.

As you can see in-store social proof can be created for all types of products, and tailored to the individual brand’s preferred social channels or rating system.

Find out more about Electronic Shelf Labels.

Find out more about our retail displays and signage.

John Lewis trials in-store beacons to improve customer shopping experience

The UK department store chain is trialling in-store beacon technology to improve their online and offline integration, creating a more seamless omnichannel experience for their customers. This will initially focus on:

Reducing the collection wait times for their click and collect customers.

- NFC (Near Field Communication) will automatically trigger a customer’s click & collect order to be picked up as they enter the shop or carpark – speeding up the process.

In store directions

- Customers that use the John Lewis shopping app, will receive directions to the products held in their shopping list when they enter the store.

This is a great example of the types of strategies retailers will be investing in as they strive for a better omnichannel experience.

These types of initiatives can be achieved using NFC enabled Electronic Shelf Labels from esLabels, instead of implementing stand along beacons, reducing the cost of implementation.

esLabels launches!

esLabels is here to bring Australian stores into the digital world!

Electronic Shelf Labels (ESLs) will revolutionise how prices are managed in-store. With a range of digital price labels that connect to the stores POS system, pricing is managed and deployed from head office, in real time.

Comments from Ruth Hurley, esLabels Marketing Manager

“It’s amazing really that in this day and age over 99% of stores still use such an archaic and manual system to display their prices. In a world of web 2.0 (or are 3.0 now?), where augmented reality is a staple in most marketing strategies, 3D printers can create human body parts and a virtual currency can exist in the digital world, why are bricks and mortar retailers still spending a huge amount of resource printing and changing product price labels by hand?

If you think an average supermarket holds about 40,000 types of products, many of which will have fluctuating market values that constantly effect the consumer price, not to mention the multitude of promotional prices that need to be deployed each day, that’s a lot of price changes to manage manually. Implementing an esLabels solution means that all price updates can be managed and deployed by head office, in real time, drastically reducing labour and printing costs and streamlining a highly inefficient process.

Real-time pricing also opens the door to a whole new realm of pricing strategies aimed at optimising sales, such as time or event-based pricing. For example a retailer can respond to a change in the market value of fish in minutes instead of days; or deliver a competitor response price change almost immediately. No longer will you experience revenue leakage from inaccurate or delayed pricing in-store. Speaking of inaccuracies, did you know that the human error rate for manual price changes is 6%, that’s 2,400 products of your 40,000 that could be priced incorrectly! By digitalising pricing you ensure accuracy, you ensure the alignment of online and offline pricing and lastly you ensure efficiency.

And it’s not just operational folk that will love our electronic labels, Marketing Managers will also be in ore of our beacon marketing technology. When linked to a smartphone app, our labels can enable beacon marketing strategies such as location triggered products offers, and functional services like guiding you to your product of interest. This hot topic isn’t just a buzz word, think how helpful that would be in some stores, for example Bunnings - I don’t think I’ve ever found what I’m looking for without having to ask a member of staff to direct me!

This solution is not just for supermarkets, it’s perfect for any retailer who holds a range of products that change in price frequently, especially franchises or retailers that have a large network of stores. Internationally it’s proven to be highly successfully for electronics stores, liquor stores, convenience and department stores.”

The company

esLabels works with one of the world’s leading Electronic Shelf Label producers, to deliver this premium solution at an affordable price point to the Australian market.

esLabels provides a customised solution for each business, managing everything from consultation to installation and ongoing support.

For more information please see www.eslabels.com.au or email info@eslabels.com.au to arrange an initial meeting.