Article

Anitha Rajagopalan
Anitha Rajagopalan 15 March 2016

How To Create A Wow! Experience For Retail Customers?

In the era of customer experience, a new paradigm of solution design is evolving. The sheer number of technologies, products and platforms is overwhelming and businesses and service providers are at a loss to judge what best works and fits a retail customer’s need.

However to get transformational business outcomes, there is a need for careful curation of experiences. My building blocks are clickstream analytics, beacons, geo-fencing, cloud, mobility and tagged things (let us say, trial rooms and carts).

Let us see some examples. I can attempt customer enhancement/engagement by deriving insights from a point solution or a mix of these.

Clickstream analytics + Mobility => I have insights on a retail customer who had looked at a particular brand of jeans on my website but did not add the product to cart. I can send a cart abandonment email hoping the customer would be willing to go back to my mobile website / app and complete the purchase.

OR, I can dream of customer experience transformation by curating an experience for customer delight!

Clickstream analytics + Mobility + Beacons => I have insights on a retail customer who had looked at a particular brand of jeans on the website but did not add the product to cart. Also, now I know the same customer is spending considerable time at the Aisle 5 (Women’s wear –Jeans) and has moved on towards baby products.

Clickstream analytics + Mobility + Beacons + Tagged Cart and Trial Room => Here is the opportunity is for real-time persuasion
I know from the smart cart that is tagged that the cart does not have the pair of jeans the customer had spent time on. I can decode this business moment and send a push notification on the customer’s mobile app with a $10 off coupon code, urging her to go back to Aisle 5 and pick up the pair and try it on in Trial room 3 (which I know is free).

Clickstream analytics + Beacons + Mobility + Tagged Cart + Cloud enabled Mobile PoS + Analytics driven recommendations =>
Here is the opportunity to create a closed loop experience that results in tangible business outcome (revenue uplift) and truly delights customers with a unique experience imprint!

I station a store associate strategically near the trial room with Mobile PoS to immediately enable purchase as she walks out of the trial room. Additionally, I recommend two other accessories to complete her outfit–a bag and a pair of shoes that are unique to her tastes. I offer a 5 percent discount on the entire product bundle!

What we have just done is orchestrated an end-to-end experience that is beyond a pointed technology solution to solve a particular problem like knowing what the customer did on my website or what she purchased in the store.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
[Infographic] Why Email Is At The Heart Of Marketing Automation

[Infographic] Why Email Is At The Heart Of Marketing Automation

This infographic, based on Part 1 of our new report, looks at the role of email at the heart of marketing automation.

Natasha Farrell
Natasha Farrell 21 March 2017
Read more