Enabling multi-channel retailers European overview There is no question that European retailers have to respond to the rapid consumer adoption of digital technology, particularly given that internet adoption here is the highest in the world. A United Nations survey found that 40% of the world s population is online and that Europe leads this trend with a staggering 75% 1. Europeans are also advantaged by having the cheapest relative costs for internet access in the world. The wide scale availability of cheap internet and connected equipment means that today s consumers can now access sales from PCs, mobiles, tablets, games consoles and even social media sites. Consequently digital sales are rising sharply, particularly in Western Europe, where stagnant physical markets are offset against rising e-sales. According to European Online Retail Forecast 2012 to 2017 from Forrester Research, online sales in key markets Sweden, the Netherlands, Italy, Spain, France, Germany and the UK will rise an average of 11% annually between 2012 and 2017, to reach 170 billion ($217 billion) at the end of the forecast period. emarketer, which published new forecasts for digital sales in January 2013, reports similar trends, anticipating that annual B2C ecommerce sales in Western Europe will reach $438.31 billion by 2016. Indeed, many European retailers themselves are also predicting that the online proportion of their total sales will double from 5% to 10% over the next two years. And, while 70% currently regard themselves as primarily traditional bricks and mortar, most have begun the process of evolving their digital business, with 63% expecting to be fully-integrated multi-channel retailers by 2014. 2 1. ITU World Telecommunication /ICT Indicators database, 2013 2 The Role of Real Estate in the Multichannel World (2012), CBRE 63% of retailers are expecting to be fully-integrated multi-channel retailers by 2014.
Challenges While the opportunity is clear, the best route to exploiting it isn t. Consumers increasingly expect a connected and seamless omni-channel experience. They want to interact and transact through online stores accessed via a plethora of devices (computers, smartphones, tablets, games consoles, and smarttvs) and they want to blog and tweet about what they ve been doing. Customers also expect to be able to order online but collect or return items in convenient physical locations. They want to be able to pay when, where and how they want whether it be by alternative payment or through a mobile browser. Undoubtedly, the transition to platforms capable of supporting online retailing operations is challenging one for many retailers. There is substantial variation across Europe in the usage, penetration and growth potential of online retailing, and in the extent to which it is driving IT investment. The same is true for mobile in many countries such as the UK it is highly developed while for others it is still in infancy. Approaches, even for cross border retailers are, therefore, often dictated by the sophistication of their local markets. For some, a variety of approaches may be needed, either sequentially or in parallel. These will extend way beyond payments to logistics, operations, merchandising and marketing functions creating a need for increasingly unifi ed platforms that offer a single view of a retailer s payments, provide better cost/performance benefi ts and create a consistent user experience. This calls for more open, managed solutions that offer the depth and breadth of tools and capability to cut through the complexity to deliver simpler ways to deploy and manage payments across channels and countries AND at a price retailers and banks can afford. It also needs platforms that can accommodate rapid change and which can be used as the basis for new services to keep pace with market needs as they evolve in each country. And evolution is not just confi ned to traditional retailers. As high street retailers go multi-channel, online-only retailers are now missing a key element, a high street presence. 2013 will see multi-channel in reverse where online-only retailers will bring pop up shops and digital windows to the high street using tools such as augmented reality, QR codes and mobile apps to bring in customers. ebay has already put this into practice by testing out pop up shops earlier this year. Retailers will also have to embrace new digital payment methods to remain competitive online. Alternative payment services such as PayPal and Google Checkout are now commonplace. PayPal is used by half of on-line shoppers in the U.K. and Germany, and by 40% of European online shoppers overall, according to industry researcher Forrester. Forrester also estimates that fully one in fi ve ecommerce transactions are completed using alternative payments. That percentage will grow to nearly one in four 23% in the next four years. 3 3. Forrester Report Understanding Online Payment Preferences In Europe, 2011 Multi-Channels are increasingly complex Multi-channels are increasingly complex...more influences...more players, touch points......more ways to pay
Current developments While facilitating transactions and services across channels is complex, the solutions don t need to be. The latest payments technology combined with new approaches to outsourcing and integration are providing retailers with a raft of dedicated omni-channel solutions that are designed to help integrate payments across the physical and virtual world allowing them to deliver a seamless customer experience simply. The most important of these are: Payments as a Service or Managed Services Many retailers are turning to payments as a service platforms that bundle payment devices, software, professional and gateway services, security, estate management and reporting into one easy to deploy solution for physical and ecommerce environments. As well as providing a single supply point, these help to reduce costs, avoid obsolescence, minimise PCI scope and can provide consolidated reporting and real-time monitoring across all multi-channel operations. This leaves retailers free to focus on customer throughput and revenue generation. Mobile Solutions & Software Using tablets and smart devices in store, can help unite channels and bring digital services to the customer at the point of purchase. MPOS which helps queue-bust and prevent walkaways, can be combined with customerfacing apps that help upsell, stock and price check and order online. Using NFC, these can also facilitate personalised services like clientelling, and build mobile loyalty and rewards schemes. Interactive POS & Multimedia As retailers seek new ways to engage with the digital consumer and glue their physical and virtual worlds together, NFC enabled POS devices complete with touch enabled multimedia screens as well as ipad retailing and MPOS solutions will help drive new services at the POS. These new smart tools connect direct to the internet in order to deliver everything from stock searches and price checks to mobile vouchers, eloyalty and personalised promotions. Points of Interaction Loyalty Processor POS mpos ecommerce EMV/ NFC PCI Payments as a Service ***** Tokenisation/ encryption Estate Management Gateway Mobile Wallets Processor Neutral Social Payments Loyalty Merchant Control Portal Configuration Analytics Provisioning Updates These next generation payments services also include advanced gateways designed to facilitate multiple channels and, payment types. These will incorporate mobile as well as traditional internet platforms and will provide APIs and fl exible toolkits for new development.
Top tips for building a seamless omni-channel experience VeriFone offers the following practical tips to help retailers boost their multi-channel success: 1. Think holistically Consumers think brands not channels. Your approach should refl ect this. The more integration there is across channels, the more seamless the experience for the user. 2. Build consistent pricing strategies In-store prices and web prices must be the same. There is nothing more frustrating for consumers than to pay more for their goods when taking the trouble to visit a store. 3. Join the dots Make sure your marketing, merchandising and promotions are aligned. Customers expect the same offers, stock and loyalty systems however they buy your goods. 4. Reduce complexity Choose open payments platforms from independent suppliers that accommodate all your channels and payment types. This makes integration easier, faster and cheaper and your operations more effi cient. 5. Harness integrated managed solutions Managed payments services can help rationalise your operations and deliver greater effi ciency and return on investment. Outsourced hosted solutions that facilitate systems, updates and services also help reduce the burden on your IT departments, minimise PCI compliance and reduce CAPEX, so you can focus more resources on other bottom line areas of your business. 6. Make mobile a priority Mobile services span both physical and virtual worlds and for the consumer provide the glue that allows them to access all your multi-channels simultaneously. They can search for stock and prices while in store, make payments through NFC or buy from home using mobile browsing and payments. Retailers should look at how to exploit mobile both in terms of consumer services and also in their own operations. 7. Go alternative Retailers who wish to be able to serve as many consumers as possible will need to review what payment methods to accept in line with consumer preferences. Right now most brick & mortar shops will accept cash and cards, but NFC (near-fi eld communication) is on the increase and other types of mobile payments are on the horizon. The same is happening in ecommerce, many online shops now accept PayPal, bank transfers and others. 8. Don t forget physical payment devices European retailers looking to invest in new payment devices in order to achieve PCI compliance or to provide contactless acceptance should consider upgrading to multimedia and contactless/nfc-enabled devices. This helps maximise their investment and helps to futureproof their systems paving the way for new cross channel services as they come on line.
Europe s partner for multi-channel retailers Covering all platforms, systems, channels and payment types, VeriFone is already helping hundreds of thousands of European retailers to fulfi l their multi-channel strategies. Our comprehensive, world-proven portfolio includes: Managed Services Total outsourced payment solutions for all customer present and not present channels fast, simple, fl exible and secure PAYMEDIA Mobile Marketing Platform Provides open, fl exible tools to develop mobile services that integrate seamlessly with transaction platforms PAYware Mobile for enterprise retail Transforms smart devices into EMV/PCI compliant MPOS transaction devices to reduce walkaways and boost revenue VeriFone GlobalBay software and apps From clientelling to stock control, customer facing mobile services made easy, helps improve effi ciency and drive footfall VX and MX payments devices Contactless/NFC enabled acceptance devices with multimedia capability VeriFone Payment Pages Hosted and bespoke interfaces that manage all CNP transactions Added Value Services Including mobile vouchers, loyalty, dynamic currency conversion and more Whatever way your customer wants to pay All Payment types Providing secure ways to pay, interact and impress Customer Present Channels Customer Not Present Channels Connecting all your payments channels seamlessly Ensuring you re compliant and championing your cause with legislators Industry Standards Markets and Regions Gateway and Service Platforms Easy to integrate and compatible with existing systems Supporting you with what you need, wherever you need it ABOUT POINT Point is a VeriFone company and the leading provider of electronic payment solutions to merchants in Northern Europe. Point has a local presence in Denmark, Estonia, Finland, France, Iceland, Latvia, Lithuania, Norway and Sweden. www.pointinternational.com