In the most significant change to global consumer behaviour in generations, an ‘apocalypse’ of in-store retail caused by the shift to online shopping is being forecast. Half of all shopping malls are predicted to have disappeared by 2023.
New retail tricks
But retailers are fighting back, using immersive technology such as Magic Mirrors and Virtual Reality Modelling to attract customers. Hold up a garment to the mirror and it will give you all the data you need about how to wear it, where it was made, what from and how much it costs.
Similarly in the modern F&B retail market, more outlets are embracing digital selection and smart payment to cut queues and speed up service, whilst many selfserve products can be QR scanned to provide information on ingredients, provenance, allergens, cooking styles and taste info.
Given the challenge for caterers of how to grow onboard retail sales, learning from these technological approaches is critical. IRCG’s recent research revealed three key expectations that are universal, regardless of a customer’s location or cultural background: Real-time information; personalised solutions; and easy to use stepby-step technology (intuitive).
So whilst customers booking tickets online can be prompted to view menus, this can be weeks before travel. Who knows if you’ll want a ‘hot baguette’ that far in advance, let alone which one? However, future purchases can be influenced by improving our value marketing linked to ticket purchase with: ‘Next time, buy one get one half price’ e-voucher and the like.
Now is the time to think outside the box with your railway client to attract new retail
With smart ticketing increasing exponentially across railways, concentrating on value driven customer prompts and reminders just before travel helps push the choice in real time.
Likewise, as a broader range increases sales volumes, personalised pre-order online menus using purchase history, target the customer’s most likely choice and avoids unnecessary wastage. Where pre-ordering for speciality meals is offered for First customers complimentary, why not sell these meals to all customers through smart ticketing systems?
Now is the time to think outside the box with your railway client to attract new retail customers before the train departs!