Breakthrough Thoughts on Digital Disruption

Augmented reality shopping app

It's no secret that technology is shaping the future of retail. At every point in the buyer journey, brands are experimenting with ways to create better customer experiences.

Top e-commerce executives are talking about how they're exploring new technologies and how they envision digital disruption playing a part in their strategies going forward: 

Gap

“The fashion industry is ripe for disruption," according to Gap, so the company is attempting to solve a very common online shopping problem: visualizing what apparel looks like in real life. With the help of its dressing room app, people use avatars to see how garments will look once they arrive.

The disruption in retail is happening in part because the technology landscape is evolving, partly because customers are evolving, and partly because the industry has not done an incredible job in making it easy for customers to engage with it.
— Gil KrakowskyVP of Global Strategy, Business Development, & Consumer Insights

Neiman Marcus

Technology innovation is a core value at Neiman Marcus—so much so that the company created an iLab, also known as its innovation lab, where experiments in magic mirrors and mobile wallets come to life. The brand is betting on its app's "Snap, Find, Shop" feature:

As [photo recognition] tech continues to improve, we expect further experiments. You could take a pic of a whole outfit and it would tell you about the pants or top or shoes you’re wearing, as the guys that do this get better at it.
— Scott EmmonsHead of the Innovation Lab

Lowe's

In the future, home improvement shoppers can get assistance from artificially intelligent LoweBots. Lowe's tested store-mapping robots that will not only be able to help its customers but also help the company understand in-store shoppers' behavior.

AI is going to be like electricity or the internet—it's going to be foundational technology [for] which most things are built.
— Kyle NelExecutive Director of Lowe's Innovation Labs

L'Oréal

Smart objects are finally moving past watches and other activity tracking, and L'Oréal is leading the way. Its smart brush helps its users understand their "hair analytics" and recommends products to keep hair healthy based on the data.

We’re at an inflection point for connected beauty and fashion, and examining what connectivity will do to enhance consumer experiences. More and more, we’re able to give consumers realistic seamless experiences around trying products digitally without having to buy them to try them first.
— Guive BaloochGlobal VP of Research and Innovation Technology Incubator

Farfetch

Betting big on augmented reality, Farfetch is trying to create what it calls the "Store of the Future." The company believes that stores are essential to great customer experiences, but technology needs to be implemented to connect customers online and in store.

Ultimately the use of data to transform stores will separate those who make it to the next step and those who won’t.
Jose NevesFounder & CEO

4 Opportunities to Win in the Digital Retail World

Ultimately, retailers are using advanced technology to solve customer pain points. In a webinar featuring Forrester, we discussed where retailers are investing in their digital strategies and how they're connecting new initiatives with existing investments. 

DOWNLOAD THE RECAP

Topics: Omnichannel Trends Solutions

Breakthrough Thoughts on Customer Obsession

Customers taking a selfie in the store

Today, retailers are finding that the best way to build retention and loyalty is through becoming a customer-centric company, and they're using emerging technology to help.

Download the webinar recap for "Customer Obsession: Retailers' Power Play for Victory."

Hear from top e-commerce executives about how their brands are focusing on the customer: 

Poppin

One of the best ways to retain customers over time is to listen to them, and Poppin is maintaining two-way communication through live chat.

Our LiveChat feature is the top way that we interact with potential new customers. Approximately 71% of our business customers interact with one of these agents prior to making a purchase. LiveChat makes up about 80% of those interactions.
— Zack AbbellSenior Director of E-Commerce

Kohl's

Personalization is the leading digital strategy initiative among top brands this year, and Kohl's plans to use its understanding of their customers to send relevant offers.

With the ability to use new technology enablers to personalize our offers and therefore grow usage and adoption over time, we believe loyalty has the potential to be a driver of visits and transaction size in a significant way over a long period of time.
— Kevin Mansell, CEO

Neiman Marcus

Retail technology must be used to solve pain points in the customer journey. Neiman Marcus helps its beauty buyers by recording makeover sessions so they can recreate the look themselves later.

Customers can use the video to go back and look at the tutorial for how to use the beauty products. It solves a real problem for the customer. It also solves problems for my brand associates. They have this amazing clientele. She can go review a session and record all the products that were tried during the session.
— Scott EmmonsHead of the Innovation Lab

Ivyrevel

Customization is taken to a new level at Ivyrevel, where shoppers' daily habits and activities are monitored to create a one-of dress.

You install an app on your phone, and select why you need the dress. The technology is able to learn from your activities. It understands what you love to do and where you love to go. It gets to know you a bit better. It translates all of this into a dress with a unique personal story to it.
— Kenza ZouitenCo-founder

Nordstrom

Many consumers are attracted to "see now, buy now" as fast fashion has its moment in retail. Nordstrom took notice and is attempting to keep their products fresh.

Customers are much more interested in buying now and wearing now. The idea that she would buy something and then put it in her closet for a couple of months until the weather changes — that has changed a lot over the years. And it’s not a great scenario for us.
— Pete NordstromCo-president

Customer Obsession: Retailers' Power Play for Victory

In a webinar with Forrester, we discussed how to build better shopping experiences by placing their customers at the core of their digital strategies. Discover how retailers are gaining actionable insights, personalizing mobile moments, and increasing retention.

DOWNLOAD THE RECAP

Topics: Omnichannel Trends Solutions

[FREE DOWNLOAD] "Customer Obsession: Retailers' Power Play for Victory" Webinar Recap

Webinar-Header_Customer-Obsession-Recap.png

94% of companies plan to transform their culture to become more customer centric this year, but what does that mean?

To break it down, customer obsession is comprised of three parts:
  • Real time, actionable shopper insights
  • Personalized moments throughout the buyer journey
  • Retention and advocacy among your loyal customers  

Discover why leading retailers are turning to mobile to learn more about people, create customized experiences, and build brand loyalty.

DOWNLOAD THE RECAP

Topics: Omnichannel Trends Solutions Recap Company Webinar

3 Ways Retailers Are Collecting Shopper Insights

Customer insights is the building block to personalization and loyalty.

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.

Request the recap for "Customer Obsession: Retailers' Power Play for Victory."

Which retailers are innovating?

Makeover is recorded by a MemoMi.
Source: Fast Company

Neiman Marcus

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.

Lowe's app helps in-store navigation.
Source: Lowe's

Lowe's 

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.

Timberland's in-store tablets help shoppers create a collection.Source: Digiday

Timberland

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.

REQUEST THE RECAP

Topics: Omnichannel Trends Solutions Apps

[WEBINAR] Customer Obsession: Retailers' Power Play for Victory

Customer obsession webinar

 REQUEST THE RECAP

Registration is closed.

It’s time to sideline the old habit of treating traditional brick-and-mortar and digital channels as separate pieces of the retail puzzle and focus on your customers.

Modern retailers are held to a higher standard not only for the products they sell but also the shopping experiences they deliver. Fortunately, digital disruption and consumers’ open mindedness to new technology leave brands with endless ways to:
  • Gain actionable customer insights
  • Enrich CX with personalized moments
  • Increase retention and loyalty

Join Branding Brand Senior Director of Product Matt Compton and guest speaker Forrester’s Brendan Witcher to learn why leading retailers are adopting a customer-centric mindset and what benefits they’re experiencing.

Registration is closed.

REQUEST THE RECAP

Topics: Omnichannel Trends Solutions Company Webinar