Efficiency, effectiveness, and convenience are the basic pillars of customer satisfaction, especially in the retail sector. The use of technology can strengthen and interconnect them all to provide excellent service to the end-users. As the dependence of retail enterprises grows on online platforms, retail stores in general and furniture chains, in particular, are realigning the strategies to provide value-added services. MADE.COM is a brand based in London, England that designs and retails homewares and furniture online, and across a network of experiential showrooms in Europe. MADE.COM was founded in 2010 and has recently implemented the NFC technology to further complement its business proposition.
How NFC is used in Made.com Stores?
Via NFC technology, MADE.COM is trying to establish a link between the physical and the online world at its experience stores. The items and the samples placed on the store premises are NFC tagged; users, via company-owned NFC tablets, can scan any item to get hold of all the relevant details i.e., made, type, material, price, discounts, promotions, etc. Users can then add the required items into the carts while these items can be delivered to the doorsteps of the users. This whole process keeps the store in non-transaction mode i.e., it still is an online experience for the end-users. The whole framework has been implemented by CloudTags; a leading omni-channel technology pioneer that enables shoppers to enjoy a unified brand experience through MADE’s in-store tablets.
Benefits of using NFC in Made.com Stores
With regards to the use of NFC technology by Made.com, multi-faceted benefits are being observed across all strata of business operations. Not only it saves a lot of physical space (generally required for the display of specifications) but also enables a more immersive and interactive experience in stores. When the recorded info is analyzed i.e., what products are being scanned by how many walk-in customers, critical insights can be extracted about consumer preferences and wants and how the items can be arranged on the website and in stores to allow for easy access. Another dimension of positive impacts created by the use of NFC technology is enhanced brand awareness and high-end brand reputation; MADE.com is already in the news for leveraging technology to promote the products and is being associated with the high-end experience stores (in the likes of Amazon. co), thus positioning of the enterprise improves in customer’s mind. With the spread of the word, the number of walk-in customers increase leading to an increased proportion of lead generation and subsequent conversion. It is based upon a simple proposition that the more engaged a customer is, the more he/she will spend. If one talks about numbers, the NFC solution empowered by CloudTags at MADE.com stores has resulted in a 15% increase in average order value (AOV) while 73% of customers who walked in the showroom picked up the tablet. Out of these, 21% identified themselves and 41% of customers continued the experience at home after leaving the store.
The value offered by the NFC solution at MADE.com experience stores certainly outweighs its costs. It not only enables a clear value exchange between a retailer and a customer but also provisions transparent digital participation. The best part is that customers don’t need any sign or app to experience the technology, thus providing convenience in the overall customer journey. One can safely assume that the subject solution will help MADE.com in attaining a competitive advantage, especially in the post-COVID-19 world. All in all, the NFC solution would not only generate incremental revenue but also promises a very high return on investment (ROI).
