In a digital world, consumers have grown to expect personalization, relevance and an elevated shopping experience. Not only do they desire these things, but they demand them, directing their dollars and visits to retailers that can exceed their expectations. In fact, 76 percent of customers say it’s easier than ever to take their business elsewhere. (Salesforce, “State of the Connected Customer,” 2018)
It’s no wonder the customer experience was a hot topic at NextPoint 2018, a gathering of visionaries in retail and quick service restaurants and the vendors who serve them. The event offered a chance to dive deep into critical issues and best practices with other retail and technology leaders in a highly interactive setting. One key learning from the event: It’s no longer enough for retailers to “serve” customers. You must “delight” them!
A session presented by Max Luthy, renowned expert from Trendwatchingbrought to life how rising consumer demand for a flawless customer experience is driving retail to reinvent traditional operations. Three insights, in particular, demonstrate how retail is improving the customer experience through radical changes in sales, marketing and operations.
- The “magic point of sale”removes what could be considered the most “painful” part of shopping. Consumers have selected their merchandise, filled their carts, or located needed items and proceed to stand in a line at the front of the store to pay. Depending on the retailer’s staffing savvy, the line could be short or long, but always frustrating. The magic point of sale completely eliminates the cash register and associated experience. Mobile point of sale empowers associates to accept payment seamlessly with the customer after helping them find merchandise. This not only eliminates the frustration and time associated with checkout queues, but also creates a seamless, personal and interactive experience with the sales associate.
- Shop streaming includes retailers’ efforts to connect with consumers, revealing their own personalities and getting “up close and personal.” Following suit with person-to-person relationships, retailers are now relating personally to customers, providing a glimpse into the real people behind the scenes, delivering custom offerings and sharing previously unrevealed insights. For example, some retailers are posting Instagram live videos showing associates packing eggs or preparing food in the back. They may also offer customers deals or product giveaways as a goodwill gesture. All of this endeavors to build a true “relationship.”
- Data is bringing a level of personalization never before imagined. Big data and artificial intelligence are raising the bar when it comes to consumer insights. And customers are generally willing to share data if it feels like it will enable the retailer to provide better products or services or more relevant information. Initially we were awestruck with the idea of delivering real-time coupons for products that shoppers had evaluated in-store. Today, the applications are much deeper. As an example, smart clothes are in stores today. Retailers can send shoppers clothes with embedded IoT sensors that capture everything from movement to body temperature to activity and sleep levels. The vendor then customizes clothes and delivers ones made just for you: the perfect size and fit for your body. True mass customization has arrived.
Retailers are making these investments quickly to keep pace with competitors. It’s no easy task and they will need precision technologies and knowledgeable partners to make it happen. NextPoint was a hotbed of visionary retailers and capable providers/partners. The collaboration between the two makes it possible to cross the digital divide.
