Press Release: March 23, 2011

Personalization Key to Retail Growth According to New Research

In-store technologies can boost customer satisfaction

PALO ALTO, Calif. -- Personalization of the in-store customer experience will be a key objective for retailers over the next two years, according to two Aberdeen Group reports(1) sponsored by HP and released today.

According to 100 senior retail executives surveyed from industries such as apparel, grocery and department stores, 76 percent of retailers do not possess the technology tools or the business processes for executing web, catalog or special orders from stores. This challenge is being fueled by rising consumer expectations of rich, multimedia in-store shopping experiences.

The research advises retailers to make customer-centric store improvements that utilize digital signage, point-of-sale systems and kiosks to further in-store product information, promotions, sales and service personalization for customers.

“To remain competitive and profitable in today’s connected society, retailers must be able to engage with consumers at all points of service throughout the shopping experience with real-time, personalized information,” said Ray Carlin, vice president, Retail Solutions Global Business Unit, HP. “HP’s broad technology portfolio, consumer insights and partnerships empower retailers around the world to deliver a more alluring and differentiated customer experience.”

Attract, engage, inform in real time

According to the Aberdeen reports, interactive solutions located throughout a store will play an increasingly important role in delivering a highly personalized sales strategy.

Forty percent of retailers reported plans to adopt digital signage to deliver the right message at the right time. HP’s range of digital signage solutions, including the HP LD4200tm 42-inch Widescreen LCD Interactive Digital Signage Display and HP SignagePlayer mp8000, empower retailers to increase store revenue by integrating inventory or other store system information to deliver targeted promotions and information. Examples include wayfinders, menu boards highlighting specials and in-store promotions.

From online to in line, touch points that matter

The evolution in consumer preferences, and the increased expectation of a multichannel experience, has put pressure on retailers to bring web-style technology into stores. According to the findings, 27 percent of retailers will look to deploy interactive solutions that enhance audio and video communication, which in turn will help shoppers find products more easily and provide retailers with another chance to interact with consumers.

One-third of retailers surveyed also are likely to invest in kiosks designed for customers who want to experience web commerce and check inventory while inside a store, a key reason HP continues to innovate in customer-facing in-store technology. Embedding new technology such as the HP TouchSmart 9300 Elite Business PC in custom kiosk solutions can help retailers provide current promotions, product information and tailored offers to in-store shoppers.

According to the Aberdeen research, retailers that provide customers with this type of in-store activity (for example, the ability to place web or catalog orders in the store) are 1.4 times more likely to see higher than 80 percent customer satisfaction in stores, compared to retailers that do not provide cross-channel order capabilities in stores.

The research reports are available for download at “ The Customer Connected Store: 2011 Store Operations Automation Best Practices” and “ Retail Network Optimization: A Strategic 21st Century Enabler”.

More information on HP’s retail solutions is available at Join the discussions on Twitter @HP_Retail and the HP Retail Technology and Solutions LinkedIn group.

About HP

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(1) “The Customer Connected Store: 2011 Store Operations Automation Best Practices” and “Retail Network Optimization: A Strategic 21st Century Enabler,” March 2011, Aberdeen Group.

© 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

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