Everyone is talking about Artificial Intelligence or AI; this umbrella of technologies that is able to emulate and sometimes replace human cognitive performance. In fact AI is already largely present in everyday digital interactions. Think of voice recognition, maps itinerary calculation, stock trading and gaming to name a few.
In retail, Artificial Intelligence is primarily being used by market leaders to personalise marketing engagement, optimise supply chain operations and costs and enhance customer experience across channels. Let’s walk through a few examples.
In our previous article, we reviewed some of the digital tools used by retailers to drive store footfall and customer engagement with their products and brands.
In the second of this 2-part series, we will now look at examples of digital technologies that can be used in store to drive conversion levels and sales.
Due to the digital evolution, the bricks-and-mortar retailing space is changing with many analysts predicting that we will see more changes in the next 5 years than we have seen in the past 20.
Historically driven by a need to stop stores simply becoming showrooms, retailers now have access to an abundance of digitally interactive solutions they can use in pursuing their overall business objectives, from driving customer engagement and loyalty through to conversion and sales.
In the first of a 2-part article, we will look at some of the technologies and tools which can be used by retailers to drive footfall and customer engagement levels in the store itself.
From Fashion to Beauty, consumers increasingly expect total brand experiences
To meet these expectations, brands need to complement the physical product experience with new digital shopping tools. By digitizing the store, retailers can deliver shopping experiences aligned with the digital reflexes of today’s connected consumers.
Sephora opened its new concept store in Milan earlier this month, blending senses discovery and digital interactions to create a unique customer journey.
Successfully introducing digital technology that seamlessly enhances the in-store customer experience is a sheer challenge. In addition to requiring in-depth understanding of target customers’ needs, pain points and expectations, it should translate into tangible sales performance.