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
5 Ways To Create An Attractive Logo For Your Company

5 Ways To Create An Attractive Logo For Your Company

A good and recognizable logo is an obligatory part of a successful company. If you think about it, there are logos that only take one look from a viewer, and it is instantly clear what company and products that logo represents.

Ian Pearson
Ian Pearson 11 January 2017
Read more
Year’s Best Tech Gadgets at CES 2017 Revealed

Year’s Best Tech Gadgets at CES 2017 Revealed

The biggest tech event of the year, CES 2017 showcased a wide assortment of new gadgets, Cars and TVs that will leave you spellbound.

Alesia Nik
Alesia Nik 16 January 2017
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
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
Underrated Marketing Tactics You Should Know About

Underrated Marketing Tactics You Should Know About

Marketers across the globe use these tactics on a daily basis. The question is: Are you one of them?

Oscar Waterworth
Oscar Waterworth 13 January 2017
Read more