Technology becomes the engine of innovation in the retail sector to increase customer engagement

The move from a product-based strategy to one focused on customer experience forces retail companies to rethink their loyalty models. The development of WiFi networks, the implementation of 'smart carts', the location of digital kiosks and the use of smartphones to facilitate purchases are some of the most used technologies.

Achieving customer loyalty is the great challenge facing the retail sector and, for it, It is necessary to optimize your purchasing experience and achieve greater involvement on the part of consumers. Cognodata Consulting has identified the main trends that these types of companies are currently adopting to increase customer engagement with strategies that focus on the buyer and not the product..

Technology is one of the main drivers of innovation in terms of loyalty. Being able to locate the customer in the store allows you to send personalized promotions of nearby products.

The development of WiFi networks inside stores is facilitating these practices and, when the investment is profitable, will lead to smart carts. Los smartphones, for his part, They will help you make the purchase in the establishment more quickly, orderly and direct; and the digital kiosks placed at the entrance of the store, will facilitate access to promotions in the “hot moment”. Personalized shopping lists, ecological or economic, stock of products, alternative items, etc. will be available to customers on site.

Multichannel has become the way to contact customers effectively. It is not enough to generate personalized and segmented promotions if you cannot communicate with customers adequately..

The challenge for distributors is not in identifying communication channels (coupons, cheques, e-mail, postal mail, SMS, telephone, RRSS, web, app, WiFi, Bluetooth…) but rather having an effective and unified database that makes investments profitable.. The saturation of messages and promotions through different channels can generate the opposite effect, Therefore, it is necessary to provide value in the appropriate measure and frequency..

Manufacturers are beginning to want to contact their end customers directly.. Traditionally, The manufacturers paid the promotions to the distributors so that they could make the promotions to their end customers.. Now, They also want to be the first person to launch the promotions.. Couponing channels on websites and direct promotions on products are allowing this to happen., thanks to the agreements closed between third parties and distributors, that allow coupons to be redeemed in their establishments.

The promotional policies of loyalty programs focus on customer knowledge and the personalization of campaigns obtained through Marketing Intelligence techniques.. Retailers have changed massive promotions for segmented and personalized ones. Thus, We have gone from reactive programs that distribute points to be exchanged to proactive programs in which a specific and studied promotion is directed to each client.. The practice of rewarding customers who buy food with food products is being replaced by promotions that generate excitement and desire for other products and services..

Distributors have realized that to focus the company on the customer it is necessary to change the organization and the decision-making process, for it, New professional profiles have emerged, such as the figure of the Customer Director (Chief Customer Officer-CCO) and that of the Client manager (Segment Managers). Companies should consider the existence of a “customer segment manager” and see if this should be the Marketing director or an independent director..

As Daniel Encinas explains, managing partner of the consulting firm, “The retail sector currently has a great opportunity to increase customer loyalty and engagement.”. Establish good internal organization, from a properly developed customer base, Maintaining appropriate interaction and taking advantage of the possibilities offered by technology are the main keys to success.”.