Undoubtedly, the omnicanalidad is the star trend retail world, but not the only, as the Spanish specialist digital marketing analyzes in this article, which aims new technologies that the retailer can deploy to customize and optimize each buying cycle.
Digital marketing specialist Beabloo He notes that consumers will bet over this year by companies that leverage the latest technologies to customize and optimize each step of the buying cycle and offer them unique experiences. Therefore, this company stands next five trends that retailers must consider to give the desired response to its customers.
Omnicanalidad: integrate sales strategies online and offline
Mobile technology has become an essential part of the buying cycle and, today, is increasingly rare that a customer exceeds all phases of the process in a single channel. Last year practices, for example, showrooming and webrooming were consolidated, and the need to work online and offline convergence.
Indeed, thanks to their mobile devices consumers can seek advice in physical stores while comparing the prices offered nearby establishments or platforms for e-commerce and known on the Internet the opinion that other users have a product or service before purchasing a store.
Retailers who want to be more competitive and strengthen the bond with their customers, must align the business strategy of all its channels, and offer a continuous, cohesive and multi purchase. Consumers should receive the same brand in physical stores digital channels (website, e-commerce platform, mobile application, social profiles, etc.) and through each phase of the buying cycle and the pace environment (online or offline) that suits them.
Unique shopping experiences
The emergence of technologies such as the Internet of Things (IoT), augmented reality, artificial intelligence, etc. They have encouraged the introduction of innovative improvements in offline shopping experience, enjoying a level similar to that of an online store customization.
Some of the solutions developed with these technologies have been adopted in the establishments are screens with digital signage facial recognition software, which adapt the messages displayed depending on the age and gender of the person who displayed.
Another solution are called smart testers, equipped with self-service touch screens, where revise the catalog and make requests to store personnel; as well as augmented reality systems to preview a 3D product before buying it, or deployment of beacons, communication devices that many retailers use to send personalized messages to buyers who are in or near one of its establishments.
Analítica de Big Data
WiFi or video content analysis systems can capture and analyze physical properties virtually the same data they collect web analytics platforms, such as Google Analytics, online stores.
Big Data analytics and helps predict and detect trends and provides valuable information to fine-tune business strategies, anticipating the needs of customers and offer information and personalized offers based on their profile without violating their privacy.
more connected and informed staff
Thanks tablets and wearables, increasingly used in retail, shop personnel can respond immediately to inquiries and customer demands and gain efficiency in daily operations. With these devices you can consult the stock at all times, to know if a product is available in other chain establishments or even place orders online.
In the case of trendy shops, whether smart testers are linked to wearables employees, they will receive notifications every time a consumer has any questions or need help, increasing the shopping experience and customer loyalty, cost-effectiveness with a very positive relationship.
In addition, collaboration tools in the cloud employees (both in store and offices) can query and modify in real time (depending on the security role assigned), documents the various areas that make up the business: inventory, invoices , orders, etc.
Consolidation of mobile payment systems
In line with the above, it has been found that the stores that allow make payments via mobile, widely used among young people, foster a better relationship with its customers. The development of an exclusive mobile application can be a tool of great added value for after-sales care.
In addition, contactless or NFC systems provide a differential trait to businesses and prevent customers leaving a physical establishment in search of immediacy purchase offered by digital platforms.
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• Section: Digital signage, Display, Distribution signals, Business, Dynamic advertising