Towards optimizing the customer journey and experience in stores
Today, the customer no longer wants to queue in the cabin, no longer wants to queue at the cash register, he wants to test, try, change his mind. To do this, retailers now have several solutions and technologies at their disposal to make the customer journey in stores as “transparent” and satisfactory as possible.
What are the best examples of digital innovations that enrich the customer experience?
- Fast and Simple Payment :
- Contactless and mobile payment : The possibility of paying via contactless cards or mobile applications such as Apple Pay and Google Wallet reduces the waiting time at the checkout, thus offering a smoother and more pleasant experience.
- Automated cash register : Self-service checkouts allow customers to scan and pay for items quickly, without going through a cashier, speeding up the purchase process.
- Interactive Terminals and Touch Screens :
- In-Store Navigation Support : Interactive kiosks allow customers to search for products, check stock availability, or locate specific items in the store, improving their shopping experience.
- Customizing Offers : These kiosks can also offer personalized recommendations based on customer preferences or past purchases, which enrich the experience.
- Augmented Reality (AR) and Virtual Reality (VR) :
- Virtual Try-On : AR technologies allow customers to virtually try on clothing, accessories, or makeup, offering them a clear idea of the product without having to physically try it on.
- Product Visualization : VR allows customers to see furniture or decorative objects in context, for example, by placing them virtually in their home to better assess their purchase.
- Digital Loyalty Programs :
- Digital Loyalty Cards : Mobile applications allow loyalty programs to be centralized, giving customers easy access to their points, rewards, and special offers, which encourages loyalty and improves the shopping experience.
- Personalized Offers : Based on purchase history and preferences, loyalty programs can offer personalized offers and promotions, strengthening customer relationships.
- In-store delivery (Click-and-collect) :
- Click-and-collect : This option allows customers to order online and pick up items in-store, combining the convenience of online shopping with the timeliness of in-store pickup.
- Item Booking : Customers can reserve products online and try them in-store before completing their purchase, reducing uncertainty and improving satisfaction.
How to personalize the shopping experience through digitalization?
- Use of Customer Data :
- Data analysis : By analyzing customer purchase and behavior data, retailers can offer personalized recommendations, special offers, and complementary products directly in-store.
- Digital Loyalty Cards : Digital loyalty programs make it possible to track customer preferences and offer them tailor-made promotions, based on their buying habits.
- Custom Mobile Apps :
- Location-based notifications : Apps can send personalized notifications to customers when they are near a store, offering special offers or recommendations based on their purchase history.
- Wish lists and history : Customers can create and access wish lists through a mobile app, which can then suggest similar products or special offers when they visit the store.
- Augmented experience :
- Augmented reality : Augmented reality applications allow customers to visualize products in a personalized context (for example, see how furniture would fit into their home) or to virtually try on clothing, making the shopping experience more interactive and personalized.
- Personalized Email and SMS Marketing :
- Targeted campaigns : Sending emails or text messages with product recommendations based on previous purchases, or personalized reminders (such as a birthday offer), improves customer engagement and personalizes the shopping experience
What roles do interactive terminals, digital screens, and mobile applications play in stores?
- Interactive Terminals :
- Self-Help : They allow customers to find product information, check stock availability, and place online orders directly in store. This reduces dependence on sellers and allows for a more autonomous buying journey.
- Personalization : Kiosks can also personalize the experience by offering recommendations based on purchase history or by allowing customers to view their loyalty account.
- Digital screens :
- Product promotion : In-store digital screens can be used to promote products, display ads, or highlight special offers in real time. This grabs the attention of customers and influences their buying decisions.
- Inspiring content : They can also broadcast inspiring content, such as lifestyle videos or tutorials, that help customers imagine how they could use or wear a product, thus enriching the customer experience.
- Mobile apps :
- Shopping Companion : Mobile apps allow customers to access additional product information, scan bar codes for details or reviews, and receive personalized recommendations in real time.
- Mobile payment : Apps can also facilitate a fast, contactless payment process, including options like self-checkout, which reduces checkout times and improves overall satisfaction.
Conclusion
Digitalization in stores is transforming the customer experience by making the shopping journey more fluid, interactive, and personalized. Innovations such as interactive kiosks, digital screens, and mobile applications play a key role in providing real-time information, offering personalized recommendations, and simplifying the buying process. By personalizing the shopping experience through customer data analysis and digital tools, retailers can not only improve customer satisfaction but also increase loyalty and sales.
