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By Adarsh Halwe On 28 Jul 2016
The retail landscape is changing. From the traditional brick and mortar shopping experience, we are now witnessing the online retail revolution powered by digital and disruptive technologies including mobile, IoT, and analytics. At the same time, the physical stores are getting transformed into customer experience centers too. The technology advancements are redefining the interaction between the customer and the brand, be it in online space or in physical stores. The new age retailers are keen to understand the customer preferences before they walk in and wants to deliver amazing customer experience which the customers never experienced or thought of. To deliver this, retail organizations are exploring new digital channels and are undertaking various initiatives to develop a new customer base, improve customer experience and also to nurture loyalty Nurturing loyalty among the customers enables retail organizations to save acquisition costs, improve servicing time and brand development. This has resulted in a trend to manage customer’s experience not only from inside the store but from outside also.
Customer experience has been promoted by the extensive use of mobile devices (with web connectivity) and social media channels. Both facilitates price/product comparisons, availability checks and other options including interactive kiosk, self-check-out systems and custom promotion availability.
If we consider a customer’s entry till his purchasing and sharing the experience with others, let us have a quick look on how new age technologies are driving the in-store customer experience,:
The whole process from customer entry till experience sharing would have a two part technology usage:
The front end is facilitated by mobile app. The custom feed development for the store associates is required to assist the customers in case they do not have a compatible device, and interactive kioskThe back-end would be driven through database management and app/product/price DB integration. All these steps are capable of bringing in an enhanced customer experience delivered through a more personalized and targeted retail shopping experience.
Smart retailers are developing customer focused strategies and Omnichannel approaches in delivering a happy shopping experience from sales through service. If you are delivering your best to your customers- rare and exciting customer experiences which they want to repeat, you will stand out in the hyper competitive retail space.After all HAPPY CUSTOMER translates to HAPPY BUSINESS. So why wait?
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Adarsh is a former Happiest Mind and this content was created and published during his tenure.
Adarsh Halwe Adarsh is a former Happiest Mind and this content was created and published during his tenure.
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