8CIOReview | | JUNE 2022IN MY OPINIONPicture this: You're passing a store when a notification pops up on your phone: 50 percent off shirts today only! You step into the shop, you pick two shirts and head to the dressing room. The reflection in the mirror--which uses augmented reality (AR) to help you quickly "try on" other recommended items (like a tie and pants to match)--looks sharp, even in a size too small. You use the store's app to scan the price tag and learn that not only is the shirt from a new designer who uses sustainable manufacturing practices, but your size can be shipped to your home for free. What's more, you can choose a custom embroidered monogram for just a few dollars more! Two days later, you get a package from your new favorite shop and are thoroughly delighted.Start to finish, the above customer experience (CX) feels magical. You get a notification of a great deal, which leads to a seamless, tech-enhanced process of shopping, fitting and shipping, with the product delivered straight to your home. Next-level CX made the decision to buy convenient, fun and satisfying.HOW NEW TECHNOLOGY WILL BRING MAGIC TO THE RETAIL CUSTOMER EXPERIENCEBy Michael Colaneri, Vice President, Retail, Restaurant & Hospitality, AT&T BusinessMichael ColaneriI recently talked to Lionesque Founder & CEO,Melissa Gonzalez about how technology can add magic to CX. "Technology can serve many purposes to enhance a customer's in-store experience from behind the scenes to front of house," she says. "The right tools can keep sales staff educated and positioned to best serve with surprise and delight - this will be everything from having a holistic view of a customer's history with the brand to their path of purchase in the moment."The retail customer experience of the future is possible now, and even more magic is coming soon. Let's explore what technology has in store to better serve customers and help retailers innovate, differentiate and win. Digital Displays Will Light the WayIn-store marketing has evolved far beyond pricing and promotion to become another key factor that compels customers to walk through your doors.
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