HL Insights: Friction-Free Retail for All Shop Sizes

Welcome to our new article series HL Insights!

The modern shopper demands convenience, speed, and personalization in their shopping journey. But there isn’t one fit for all sizes when it comes to creating a flowing shopping experience. Enter the first trend we’ll dive deeper into in our article series HL Insights – friction-free retail.

Friction-free retail is all about streamlining the entire retail experience, from browsing to checking out, by eliminating obstacles and making decisions and transactions as smooth as silk.

Adapt to the shopper mission

According to a PwC report, over 40% of shoppers are willing to pay extra for a product if it means getting it quickly and conveniently. And keeping the “just-a-click-away” competition from online shops in mind, this trend serves up a lot to gain from.

According to a PwC report, over 40% of shoppers are willing to pay extra for a product if it means getting it quickly and conveniently.

However, while stores of all sizes can benefit from providing friction-free shopping experiences, how they respectively approach this trend can – and should – differ, due to inherent differences in scale of operations, product assortment, and target demographics. To succeed in going friction-free, you must adapt to the shopper mission!

Let's explore four different approaches to going friction-free, according to store type and shopper demographic.

Convenience stores

Key words: Speed and efficiency

Convenience stores typically cater to shoppers looking for quick and easy shopping experiences. Friction-free shopping in convenience stores often revolves around speed and efficiency.

• Speedy checkout and mobile payment options are commonly employed to reduce waiting times at the checkout counter, and the option to buy-online-pickup-in-store (BOPIS) is increasing in popularity.
• Highlighting the grab-and-go items with clear category signage and gondola shelf ends further facilitates friction-free shopping, for fast-moving items as snacks, beverages, and basic household essentials.
• Well-merchandised shelves allow for easy navigation and quick decision-making, with clear sections and items never wrongly appearing out-of-stock.

Discounters

Key words: Loyalty and location

Discount retailers are growing rapidly and positioning themselves closer to traditional supermarkets. As many shoppers have been looking to save money in recent years, discounters have become increasingly attractive due to their low prices. Now, they are focusing on trying to retain these shoppers by adding other values.

• Loyalty programs can often offer even better (and personalized!) discounts for value-conscious shoppers, and when these offers are being tied to digital wallets, they can really enhance convenience for frequent shoppers.
• Opening more stores in varied locations, often with modified sizes, to increase accessibility and convenience.
• Electronic Shelf Labels (ESL) make sure the price is automatically right, and can provide instant updates on promotions, reviews, and other useful information such as stock – vital information as discounters often deal with large stock to keep prices down.

Supermarkets

Key words: Inspiration and flexible assistance

Friction-free shopping in supermarkets focuses on enhancing the overall shopping experience, allocating time for shoppers get inspired in the store – instead of just trying to tick items off the list.

• Self-checkout gives the shopper the flexibility of choosing between the personal service of a traditional check-out, or the speed-up process of handling the check-out process themselves and cutting long lines during peak hours.
• Tailored recommendations based on purchase history and personally relevant promotions delivered through mobile apps or in-store beacons can make the shopper feel seen and cared for, even while not being assisted by personnel.
• Clear store guidance creates a customer-friendly environment, and whether done by app solutions or more traditional print signage – the result is a helpful store, that can guide and inspire the shopper through the assortment with e.g. sustainable choices, recipe combinations, or special deals.

Hypermarkets

Key words: Organization and facilitation

Shoppers often turn to hypermarkets for quantity, like doing the shopping for a whole week. But a larger product assortment brings larger spaces and more complex layouts, so while going friction-free can seem challenging – it can really set you apart from competition.

• Implementation of technologies such as scan-and-go systems, where shoppers can scan items with their smartphones as they shop and pay digitally, reduces the need for traditional checkout queues.
• In-store navigation and digital maps help shoppers locate items efficiently within expansive store layouts.
• Integration of click-and-collect or curb side pickup services for online orders minimizes the time spent in-store for shoppers who prefer a quicker shopping trip.

Drive loyalty no matter size

In the end, friction-free shopping is all about putting the shopper first. By removing barriers and enhancing convenience at every touchpoint, retailers of all sorts and sizes can build stronger connections with their shoppers and drive loyalty in an increasingly competitive market – while shoppers get a seamless shopping experience.

In the end, friction-free shopping is all about putting the shopper first.

Curious about going friction-free? HL can assist you moving forward! We’d love to discuss friction-easing solutions like shelf automation, future-proof power sources, signage and print, durable ESL attachments, and more steps you can take on your way to make the shopper’s journey less bumpy.

Thank you for taking the time to read this article! Have thoughts on the subject? Please do share "with the rest of the class" in the comment section!

And if you want to get in touch: Contact us | HL Display (hl-display.com)