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.

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.

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Topics: Omnichannel Trends Solutions Apps

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

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 REGISTER FOR WEBINAR

This webinar will not be recorded.

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.

This webinar will not be recorded.

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Topics: Omnichannel Trends Solutions Company Webinar

Test Your Optimization IQ: App Navigation

Test Your Optimization IQ

We surveyed people who regularly purchase via apps to find out how they prefer to navigate mobile apps:
  • Test A: Tab bar
  • Test B: Side menu

Can you guess how app shoppers like to browse in mobile apps?

Select a test to reveal the winner:

 Test-4.3_A.pngTest-4.3_B.png

Topics: Design Solutions Apps

Why Reimagining CX Should Be Retailers' Top Priority

Retailers must rethink customer experience

In the retail industry, the phrase "customer experience" is thrown around and dissected so often that it has become a buzzword. E-Commerce executives say that providing optimized customer experiences is their number one priority, but what does that actually mean? Business of Fashion goes as far to relate traditional customer experience design to "just icing on the same stale cake."

How can brands be innovative in designing customer experiences? It's time to reinvent what "experience" means. To stay competitive, retailers must rewrite the rules to satisfy shoppers at each touchpoint, no matter how small.

Business of Fashion says:

True customer experience design means deconstructing the entire customer journey into its smallest component parts and then reengineering each component to look, feel and most importantly, operate differently than before and distinctly from competitors.

However, this is easier said than done. Tracking the buyer journey is no small task for retailers these days—shoppers are informed, choosy, and erratic in how they spend. Because of this, retailers can't afford to rely on old habits when it comes to creating new customer experiences. Instead, brands must see past the buzz to specifically define what a quality shopping experience means to their company and customers. 

Experiences won't just sell products. Experiences will be the products, according to Business of Fashion.

For example, Sephora's latest app update uses VR to solve a specific customer pain point: helping shoppers to test out makeup before buying it. Dubbed the "Virtual Artist" feature, which is similar to applying a Snapchat filter and allows shoppers to virtually apply products to photos of themselves before making an in-app purchase. This is a prime example of a successful service that reaches the consumer in their mobile moment. 

Sephora Virtual Artist

The Vitamin Shoppe addresses its customers' needs with an in-app rewards program. According to Rose Hamilton, the Vitamin Shoppe's Chief Digital Officer:

The new customer journey is not linear. They go all over the place, try different stores, try different products and places. We need to be present at every step, ready to accept them when they come back.

The Vitamin Shoppe's in-app incentivesThe Vitamin Shoppe's mobile app embraces the nonlinear buyer's journey by providing loyalty incentives, such as in-app coupons and a "Healthy Awards Balance" program. To attract shoppers, brands must be creative in providing services that supplement their products, which Vitamin Shoppe achieves through in-app discounts and rewards. 

Mobile apps provide a window into the buyer journey. There's unlimited potential for brands to create meaningful, personalized, and exciting experiences for customers on mobile. 

Learn more about how the buyer journey can help your brand improve customer experiences by downloading our webinar recap. 

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Topics: Solutions Apps

[FREE DOWNLOAD] "How to Use the Buyer Journey to Improve CX" Webinar Recap

"How to Use the Buyer Journey to Improve CX" Webinar Recap

70% of businesses say improving the customer experience is their top priority, but before retailers can start building better experiences, they must understand the buyer journey.

Learn how retailers can develop a 360° view of shoppers and their omnichannel shopping journey through mobile apps and other digital initiatives, and discover which retailers are setting the bar high for online and in-store shopping experiences to succeed in the "Age of the Customer."

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Topics: Omnichannel Trends Solutions Recap Company Webinar