| | 9CIOReviewJUNE 2022IN-STORE MARKETING HAS EVOLVED FAR BEYOND PRICING AND PROMOTION TO BECOME ANOTHER KEY FACTOR THAT COMPELS CUSTOMERS TO WALK THROUGH YOUR DOORSImagine walking by a store and, using data collected with your consent, the front window transforms to display images of you dressed in a new head-to-toe wardrobe. Once inside, dynamic digital displays guide your journey by making you aware of highly relevant pricing, special offers and personalized content that even transfers to or interacts with the store's mobile app. Digital displays have also morphed into immersive AR experiences that let you "try on" virtual clothing, accessories, makeup and more. Mobile Will Support an Even Richer Experience for Customers and TeamsApp-based AR can help customers see how items will look in their home and easily access more product information and guidance to find more sizes, colors and styles online. Customers will also enjoy the seamlessness of being able to browse both online and in-store inventory while they shop in the store. And apps can even serve up personalized offers when the customer is near a physical store. Gonzalez sees potential in using QR codes to offer experiences when customers scan everything from clothing tags to in-store signage: "From virtual consultation and product advisory to seamless checkout, QR codes are also just scratching the surface of possibilities," she says.One fun example of enhanced interactions via a mobile app is AT&T's WarnerMedia Content Experiences, in which characters and content can transfer freely between the app and in-store signage, serving up a personalized, interactive experience for customers.With a Capable 5G Network, Robots Will be Your PartnersRobotic technologies can improve both store operations and CX. They work by collecting massive amounts of in-store data and images, and then applying onboard analytics to deliver timely and actionable insights about a variety of operational areas. Take inventory management, for example. Part of great CX is ensuring customers can find the items they're looking for, with reliable reporting on what's in stock both online and in stores. Robotic technology like smart shelves that update inventory in real time can help avoid out-of-stocks and build trust with customers. Radio frequency identification (RFID) and image recognition can help prevent and correct inventory issues. Robots can also locate and help organize misplaced items, and in the not-so-distant future, they could mitigate store hazards and reinvent the call for "clean-up in aisle 6" by detecting and removing spills. By tackling these and other operational tasks more effectively and efficiently, robotic technology powered by 5G and MEC (multi-access edge computing) could free up your retail team so that they can focus on delivering personalized and responsive customer service. Technology Will Help Boost Operational ExcellenceThe retail CX is only as good as your team's capabilities to inform, assist and persuade your customers. This requires both time and training, and you can get more of both with digitization. For example, both augmented and virtual reality can deliver enhanced training experiences that empower customer service professionals. Technology can also help equip virtual contact centers with customer data, empowering remote workers to deliver better experiences.Mobile point-of-sale (PoS) technology and kiosks can also help operations run more smoothly and efficiently. Rather than creating a choke point at a register queue, sales associates can check out customers anywhere in the store.Finally, technology can help retail stores manage the influx in online shopping, BOPIS (buy online, pick up in store), and curbside shopping. Says Gonzalez, "Technologies that continue to make flexible fulfillment as frictionless as possible will also be essential in delivering on customer expectations, such as item level tracking and visibility to ensure brands and retailers are identifying and unlocking opportunities to optimize supply chain and getting product into customer's hands same day, or sooner."Start Creating Magic TodayThe key to each of these exciting innovations--augmented reality, virtual reality, personalized digital signage, video pattern and shopper recognition, interactive mobile apps--is simple. Connectivity is the foundation that makes the magic possible.To get your brand ready for the magical CX of the future, start by shoring up your connectivity through 5G, mobile broadband and Wi-Fi--all essential investments for building brand love and customer loyalty while ultimately increasing sales.
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