The market for mobile POS is clearly growing. Chain Store Age reports that, according to a new study from IHL Group, “mPOS: Houston, Do We Have a Problem?” 78 percent of retailers plan to make a new mobile POS decision by mid-2016. That’s a significant number. The question is, have you thought through how mobile POS might impact other areas of the customer experience?
Jump on the mPOS Bandwagon – with a Plan
Retailers are adopting mobile POS in droves, but those who end up succeeding are the businesses that think about mPOS in the context of the entire customer journey, from the time customers enter the store, to how they shop, to how they find their way to the right checkout “line” or “roving cashier” once they’re ready. Customers expect queues when they visit a retailer. Any option that makes a line move faster or eliminates the queue completely is usually met with hurrahs. However, it’s also important to take into account how customers may react negatively to a change in the norm. The biggest complaints are likely to come from the side effects of a poorly implemented or poorly managed mPOS. Consider the following possibilities:
- Crowding: Customers may gather in crowds around a single mPOS cashier, blocking aisles or other shopping areas. This can make the people who are waiting feel uncomfortable and stressed, and it can cause anxiety and annoyance among other customers who are still shopping and trying to squeeze through the swarm.
- Unfairness: If a group does form around an mPOS agent, there is the problem of knowing who is next in line. The honor system doesn’t always follow through and customer satisfaction can take a nose dive if a customer feels slighted or ignored. If the goal is to eliminate a queue, it’s necessary to be aware of just how many mPOS agents you’ll need to have available in order to avoid the development of haphazard, unorganized, and lengthy waits.
- Pressure: Some customers may feel rushed to check out before they’re ready because they see a “free” cashier and worry about finding someone to help them later. Stores are missing out on plenty of sales if this kind of behavior becomes pervasive.
If you are interested in mPOS, then you clearly see the benefits of using modern technology to create a good customer experience. A virtual queuing system used in conjunction with mPOS can eliminate the stress that comes with waiting in a queue. There is no need for customers to focus on the line ahead of them to see how fast it’s moving or worry about their place within it; they don’t have to concern themselves with seeking out an available mPOS person because they’ve registered for their turn and know they’re officially in the system. Virtual queuing allows people to concentrate on their shopping experience rather than their queuing experience, which can ultimately lead to increased impulse sales and much happier customers.
If you’re determined to eliminate the waiting line completely, consider using mPOS along with a virtual queue solution. You’ll avoid the potential pitfalls listed above and customers can avoid the experience of a crowded waiting area, focus less on who’s checking out ahead of them, and eliminate their concerns about moving faster in order to “catch” an agent before someone else snatches them up. Avoid the pitfalls of a mobile POS system by focusing on how every aspect of the customer experience will be impacted by this innovation, and how it will impact your bottom line.
