Single, to multi, to omni-channel: A fresh perspective
Modern British life is constantly on-the-go. him! CTP research has found that people are working longer hours and have hefty commutes, leading to auto-pilot shopping and the expectation of convenience. Location is the main driver for 92% of shoppers – a figure which hasn’t shocked experts tracking the rise of omni-channel shopping.
These consumer trends are not just for the attention of retailers. Budgets are being squeezed for local authorities, and pressures to collect payments from their local residents in the most convenient way are presenting growing challenges. For utility providers, news of failing customer services provisions are dominating the headlines. Both are left scratching their heads for what to do next.
Listening to changes in retail
Listening to changes in shopper demands and embracing technology in payment solutions could well be the answer. As retailers have evolved from single, to multi, to omni-channel in a decade, consumers are demanding convenience. For utility services and local authorities, providing a tailored experience for their customer could be an important step in beating the bad news.
But where has this come from? Multi-channel is well-established in retail. Shoppers demand flexibility and a shopping experience that feels unique to them, and so expect to be able to pay in a way to suit them. Whether on or offline, from payments by cash, card, phone and digital and over the telephone; at home and at work, customer choice is priority number one.
An omni-channel service has taken retail one step further. It services customers online and in-store at the same time – giving the shopper the freedom to shop from any retailer on multiple channels for any given transaction. Providing a personalised customer journey has never been more important.
Embracing change
Offering a unique payment choice has become priority number one for local authorities. For them, it is essential they allow residents to pay in the way they are most comfortable with – that means embracing cash payments alongside digital in a seamless payment offering.
With a proven track record in tech-led innovation, PayPoint has helped local authorities put convenience at the heart of the community. Their network of stores contains more branches than all of the banks, supermarkets and Post Offices put together. For local authorities choosing to embrace PayPoint, they too are better serving their time-strapped residents.
Its new offering, MutliPay is a great example of the progress taking place for local authorities. It’s a system for retailers to provide convenient payment options for their customers. This means if you want to pay by cash, Apple Pay, contactless or online (and more!), you will have the freedom to do so.
The multi-channel payment solution has also equipped customers for the digital age. Allowing the flexibility to pay in the most convenient way, utility services are giving customers the freedom to pay on the move via a mobile app. Seven utilities are already offering the service, marking an important step in putting customer interests first in a crowded marketplace.
Convenience is key
Meeting the needs of the modern day shopper has helped the convenience retail sector offset the slowing of the high street in recent decades, and with a network of 29,000 convenience stores in the UK, PayPoint is at the heart of the convenience boom. Learning from shopping trends, service providers are embracing tech-led convenience and addressing the needs of the time-strapped customer.
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