All the gadgets and gizmos at NRF are always a lot to take in. There are miles of new technology to explore. So what are the top NRF trends that you REALLY need to pay attention to NOW?
Here’s our take:
OmniChannel = Unified Commerce
“Omnichannel” has been the name of the game for quite a while. But, in reality, the age of “multi-channel” is OVER. We’ve reached the next generation—Unified Commerce. Shoppers expect seamless integration across ALL touch points. They want what they want when (now, of course), where and how they want it, and they want to pay however they want. Retailers must deliver reliable products and repeatable experiences across every touch point. Because of this, marketers need to organize cross-functional teams to really evaluate your company’s progress on omnichannel deployment. Map your desired customer’s journey and identify gaps and opportunities in your communication strategy.
Artificial Intelligence/Machine Learning-Cognitive Systems
AI might still seem a little futuristic and intimidating to some. But, it’s here and it’s not going away. AI can dramatically improve your customers’ shopping and buying experience. Imagine you are searching and searching for a product—it’s time consuming and tedious—when instead an AI can step in as your personal consultant to quickly learn your behavior and consumption habits and then make personalized product recommendations for you. No more SEARCHING!
For marketers, this is great. It means you can analyze disparate data to provide predictive analytics commerce insights and help you better manage your supply chain and staffing plans. Win. Win. Win. Our advice: Identify opportunities to test and learn how AI can improve your customer journey. Leverage existing platforms for speed to market and cost efficiencies.
Clienteling. What do we mean by this? It’s time to take your customer service, experiences, messaging, etc., to the next level. Today, loyalty can be earned only through sustained engagement achieved through differentiated “enriched” personal, social, sensory and disruptive experiences. Retailers must gain an understanding of customer needs and motivations and then create personalized experiences that provide guidance and make customers feel valued.
Its time to reimagine your customers’ experience! Move associates out from behind desks and cash registers and in front of customers. Incentivize customers to download and use your mobile apps. And, empower your associates with omnichannel data so they can provide consultative services without extensive training.
Connected Retail—The Smart Store
For marketers, smart stores are a dream come true. There is no better way to truly create a meaningful dialogue and experience with a target. Retail IOT enables us to dramatically improve customers’ experiences and provide a robust foundation for business intelligence. We can’t improve what we can’t track and measure. We can’t provide unique, personalized experiences if we don’t know who we’re talking to. Smart stores are a game changer.
For those of you new to this game, we recommend a test-and-learn strategy. Start today.
Virtual Reality + Augmented Reality is not just for gaming anymore. It is quickly gaining mainstream acceptance and visibility.
Many are still confused about how to use AR/VR at retail. Just like we suggest above, you won’t know until you test. Test and learn. And, test and learn again. Use AR/VR to test new concepts such as product placement, store design and layout and merchandise prior to company-wide rollouts. Use it to evaluate the most favorable shopping experiences. Test with real shoppers.
For more information or a deeper dive, give us a call or send us an email! Contact information can be found below and at tpnretail.com
About TPN (www.tpnretail.com)
TPN is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination. TPN’s Modal Dialogue™ ensures success in dynamic retail, first by identifying a target’s retail mode of behavior and then by creating content in sync with those modes. Driven by a commitment to making the buy happen for global brands, TPN is celebrating more than three decades of reimagining retail. TPN is a part of the DAS Group of Companies.
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