Today’s customers expect to have a “fluid” experience in which their browsing, acquiring, transacting, and consuming in a retailer’s ecosystem are all shaped by the customer experience offered by the retailer. In an environment where digital and physical customer experience is converging, retailers are being pushed to deliver customer interactions in their brick-and-mortar stores that are just as engaging as those found online.
Additionally, in order to enable customers to find what they need, as well as discover new and different products and services, retailers are creatively optimizing their brick-and-mortar stores and online channels with tools such as IoT-enabled devices, AI, and augmented reality applications.
To delight customers, retailers are carefully combing the physical store space and identifying opportunities to introduce digital technologies that improve customer engagement and bring physical products to life. In fact, there are several technology initiatives underway that elevate in-store customer experience while also helping retailers better manage their supply, inventory, and more. For retailers, IoT could include technologies such as geofencing, beacons, Wi-Fi tracking systems, NFC, kiosks and even shoppers’ mobile devices.
As retailers work toward transforming from a multichannel company into a truly unified retail commerce business, the ability to deliver a converged digital and physical experience is critical. The connected brick-and-mortar store is a key component of this converged retail ecosystem.
However, all of these technology-enabled pieces need to work together in a well-coordinated manner to deliver a highly personalized, smooth and seamless shopping experience to the customer.
A Customer Engagement Hub (CEH) can serve as the centralized coordination service for integrated customer interaction use cases — an orchestration layer stretching across various applications, channels, and data sources. A retail CEH solution must be able to support customer experience-related “event” data from both online digital properties (web, mobile) as well as the physical store (customer-sales associate interactions, emerging in-store applications for immersive shopping experiences, robotics, etc.). It should also have the ability to support a wide variety of use cases ranging from simple rules-driven, action-oriented marketing campaigns to complex use cases that require integration of unstructured data sources and third-party applications.
To learn more about how ZineOne stacks up to offer such personalized customer experiences download Unifying the Customer Experience with an AI-Driven Customer Engagement Hub.