Retail Merchandiser - May/June 2017 - 65

DATA MANAGEMENT SOLUTION PROVIDER
it ultimately has a great impact on the
bottom line through generating returns
on investment.  
In the retail space, businesses can look
to create unique experiences through
mobile, such as through mobile coupon campaigns. While they may seem
old-fashioned, coupons are actually a
major aspect of the shopper experience
(online and in store), and highly influence the purchasing decision - but these
days digitizing the process is so much
more valuable than paper. According to
the 2017 Valassis Coupon Intelligence
Report, coupons can tempt 79 percent
of loyal customers to switch brands.
Furthermore, just over half (51
percent) of in-store shoppers will make
a purchase based on a mobile notification received in store. This provides
an opportunity for retailers to tap into
consumer behaviors by automatically
pushing shoppers mobile coupons based
on their past purchases and in-store
location and prompt them to add more
goods to their shopping cart. This brickand-mortar trend takes marketing au-

tomation a step further than traditional
email campaigns.

Tax Compliance Management
Retailers operating in the U.S. or across
borders cannot avoid tax, but automation does make it less cumbersome.
Traditionally, the tax-exempt certificate
creation process has been a manual
"high-touch" process involving multiple phone calls, mailings and emails.
According to Aberdeen research on the
cost of compliance, 38 percent of large
companies with revenue over $1 billion
stated that management of customer
exemption certificates was the most
difficult component of sales and use
tax management. However, sellers no
longer need to manually fill out and file
paper certificates; an automated process
removes this cost and room for error.
For a salesclerk in a brick-and-mortar
storefront, plugins to the POS system
help them to easily look up a tax-exempt organization and see if their
certificates are already on file. If not
in the system, the buyer and seller are
Retailers can look to create unique
experiences through mobile, such as
through mobile coupon campaigns.

prompted to either take a photo of the
certificate for upload, or walk through
a digital intake form - automatically
saving the criteria in the system across
all locations for that retailer.

"These automated
processes are each
a win-win for buyers
and sellers."
From the buyer's perspective, the solution also ensures that their documentation across retailers is always up-to-date
by sending automatic reminders to
renew exemptions and stay tax-exempt
across all of the companies they buy
from. This digital exchange network
allows the buyer to remove the hurdle
of proving they are exempt, so they can
react to a deal and buy in the moment.
Additionally, the seller gets the benefit
of the back-end compliance data to ensure they have what they need to "prove"
the tax exemption was valid. 
These automated processes are each
a win-win for buyers and sellers by
ensuring that high-demand products are
readily available; consumers can make
purchases through a deal and retailers
can prompt a customer to try a new
product or make a repeat purchase based
on known data about their preferences;
and tax-exempt businesses can easily
manage their documentation while
sellers have all sales tax documentation
proving exemption readily available. By
streamlining back-end processes and
improving efficiency through automation in these areas and more, retailers
can use their time smarter to engage
with customers, build brand authenticity
and understand consumer desires and
needs to ensure their business is growing
and providing value. O
Marshal Kushniruk is the executive vice
president at Avalara.
May/June 2017

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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
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Retail Merchandiser - May/June 2017 - MCover1
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Retail Merchandiser - May/June 2017 - M1
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