The last twelve months has seen an exponential growth in retail e-commerce. Behavioral science tells us that it takes an average of two months for a new habit to stick, and a recent article from McKinsey & Company shines an interesting light on how shopping behavior has changed as the pandemic evolved during 2020.
No longer purely reserved for the tech-savvy consumer, online shopping has become a must-have for anyone wanting home deliveries of items, especially during lockdowns and with nervousness around shopping in physical stores. It’s not been an easy transition for everybody though, with many people taking their tentative first steps into purchasing digitally via both mobiles and websites. With online competition being incredibly fierce, a poor or confusing experience can be a killer for your brand. This is forcing retailers to rethink how to make the online experience easier and seamless for all their customers.
With customers now valuing the convenience of experiences like ‘scan and go’, click & collect, and product look-up, barcode scanning in retail has become the hero of these growing trends.
Yet only having one way of using this clever technology to engage increasingly diverse consumers online will simply not cut it. To retain the loyalty of a much broader customer base, retailers need to offer the right mix of channels, services and apps to suit different shopping preferences – but with the same standard of frictionless shopping experience. This omnichannel approach to retailing provides a seamless customer experience whether the consumer is shopping online from a mobile device or a laptop from the comfort of their sofa, or is physically present in a retail store.
Apps are not the only option to engage customers
According to Forbes, the consumer is ready to accept the mobile device as a mechanism to purchase products more readily today than in previous years.
When consumers are shopping on smart devices, mobile or tablets, the perceived wisdom in the retail sector has generally been that a native app is the only satisfactory way to fully engage with consumers. However, native app development can be costly and time consuming. And it usually requires significant marketing support to generate uptake and acceptance on a commercially viable scale.
There is also well documented evidence that ‘app fatigue’ is a serious challenge. In fact, according to research by PYMNTS, 77% of consumers keep just five or fewer merchant apps on their mobile phones at any given time. Plus people aren’t always willing to download apps for occasional purchases.
However, there’s no denying, native apps have gained popularity but truly, innovative retailers are taking a multi-dimensional approach to broaden consumer engagement by offering different channels with the same convenient features.
Web-based scanning invisibly bridges the gap
A web-based barcode scanner is a quick and alternative way for retailers to add value to customer experience, particularly if they don’t want to develop an app or want to appeal to customers who are reluctant to download the retailer’s app.
Enabling scanning from a website improves the user experience when shopping in-store in many ways by saving consumers time and effort. They can look up products, add items to a shopping list, access product information and register their loyalty card or warranties without having to enter long sequences of numbers or product names.
Infrequent visitors to a store, or customers requiring only a few items will find web-based scanning more convenient than downloading an app.
A powerful barcode scanner for the web helps retailers strike a balance between experience, expense and effort by;
- Adding affordable high-performance scanning to their website
- Avoiding the complications and cost of a developing a native app
- Creating enhanced customer convenience through web-based shopping
- Providing customers with the same experience as a native app
By integrating scanning functionality into a web app, with no set-up or app download needed, users simply browse to your website and start scanning on any camera-enabled smart device.
Scandit technology meets the toughest challenges
Until recently, there haven’t been solutions available to implement truly enterprise-grade barcode scanning within a web app, but that’s no longer the case.
Scandit Barcode Scanner SDK provides easy integration of high-performance barcode scanning technology into any web application across a broad spectrum of e-commerce platforms.
Scandit software for retailers consistently out-performs other solutions for scanning speed and accuracy. Mobile shoppers do not need the very latest model or highest spec mobile device or laptop. Even on low-end devices, customer scanning with Scandit copes with difficult angles, poor light, varying distances and even damaged or blurred barcodes.
Find out how to successfully add scanning to your retail website by checking out our online guide.