Retailers shifting to become more customer obsessed are learning that they need to start by identifying their shoppers' buyer journey—and they're creating new, interesting ways to compile consumer data.
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Which retailers are innovating?
Source: Fast Company
Magic mirrors are definitely getting their time in the spotlight recently, and Neiman Marcus is one of the latest retailers to jump on the new technology.
The interesting twist about this implementation is that it integrates with RFID tags, so not only are shoppers able to play back their experiences with a stylist or beauty expert, but it also logs which products they tried—ultimately helping the brand to personalize future encounters with each customer online and offline.
With the help of Google's AR technology Tango, Lowe's Innovation Lab is assisting their customers locate items in stores by using the company's mobile app. Executive Director of Lowe’s Innovation Labs Kyle Nel said:
Our research shows that helping make it easier for customers to find products in stores not only makes for a better shopping experience, it allows our associates to spend more time advising on home improvement projects.
Understanding how shoppers are moving throughout its stores and which products are most popular will help Lowe's design store interiors, identify customers online and offline, and guide digital marketing.
Shoppers can use mini tablets to scan products they like at Timberland to get more information, like reviews and related items. VP of Direct to Consumer Kate Kibler said:
You don’t have to download an app or give us your email to use it — only if you want to save your items. This is perfect for people who may not want to talk to a sales associate or don’t want to commit to an app.
At the end of their visit, shoppers can make notes and email their personal collection to themselves, increasing the number of potential customers in Timberland's CRM and understanding in-store behavior and preferences.
What's the theme?
Smart retailers are solving customer pain points while also connecting the dots between in-store and online. They're building strategies that are mobile-first and will allow them to personalize moments and develop loyalty programs in the long run.
Become a customer-centric retailer
It’s time to sideline the old habit of treating traditional brick-and-mortar and digital channels as separate pieces of the retail puzzle.
Join us for our webinar "Customer Obsession: Retailers' Power Play for Victory" on Wednesday, April 26.