Enable personalised experiences with the right technology
In the quest of delivering experiential retail stores have morphed into things resembling anything from amusement parks to living rooms. And there is nothing wrong with that, except for one thing – it hasn’t done much to personalise the experience. And 45% of luxury consumers are asking for personalised products and services.1
45% OF LUXURY CONSUMERS ARE ASKING FOR PERSONALISED PRODUCTS AND SERVICES
There is a lot of discussion about customer-facing in-store technology and its low “buy-in” from customers, as well as the consumers’ apprehension to being recognised. Although that is certainly the case in some instances, most of the time is likely a matter of the retailers not having done their homework on the value and benefits to customers. A lot of great in-store services have been enabled through customer-technology interaction, but many of them end up with a low adoption rate unless it’s forced (like self-checkout) because they don’t make the customers’ life easier or better, it just makes the company more cost efficient. After all, your customers do not need to visit your store to interact with your brand on a screen. And let’s not forget that the primary benefit retail has over e-commerce is the staff – the human interaction in the moment of truth.
BY THE TIME THE CLIENT IS AT THE CHECKOUT YOU’VE LOST YOUR CHANCE TO PERSONALISE THE EXPERIENCE
By the time a client is ready to pay it is too late to identify them since you’ve already lost your chance to truly personalise the in-store experience.2
Being able to identify your customers as they walk through the door is a prerequisite for the personalised experience that consumers are starting to expect. How will your retail staff otherwise be able to deliver on this expectation?
Like we discussed in our article “Making your store a VIP destination“, your frontline staff need technology support to enable them to deliver their full-service capabilities.
Anissa Margono, PRE:MIND
FBC Board Member
