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step along the journey, simplifying
the entire process. Good examples
of retailers offering an omni-channel
experience include Wal-Mart, who
recently announced same day in-store
pickup of items bought online, and
Macy’s who recently installed a system
that will integrate all of its inventory
systems and give store associates
almost complete visibility of the items
available across all channels.
Shopping made savvier…
Advancements in technology have
also allowed smart retailers to better
customise the retail experience for the
savvy customer. After all, the more
interactive the experience, the more
engaged the shopper will be. Interactive
interfaces, augmented reality, and
social media integration are just a few
examples of the types of technology
that create a unique experience for
each individual consumer. From virtual
mirrors that allow users to try on
boots without actually putting them
on their feet to window and storefront
displays projected in 3D, these
experiential retail trends are emerging
in stores everywhere and making a real
difference to the savvy consumer.
The best part? Having the ability to
interact with customers in real-time,
providing them with more personalised
and memorable experiences. Japanese-
based retailer Uniqlo, for example,
installed smart fitting rooms, allowing
the shopper to choose the clothing
they want to try on and then overlaying
different colors to help them make the
best choice. And Neiman Marcus now
offers a digital ‘Memory Mirror’ in one
of its stores that allows shoppers to
view outfits side by side and then share
snapshots with friends to solicit their
feedback. How’s that for personalised
service?
Shopping made smarter…
Advancements in technology have
also helped retailers become smarter
about their customers and what they
truly want. For instance, location-aware
technologies, such as GPS, geo-fencing
and beacon technologies, can welcome
the shopper back to the store and then
trigger notifications such as mobile
coupon offers based on which aisles a
shopper has recently visited, as well as
past purchase data. Combining these
technologies with back-end analytics
can provide retailers with much more
information about their customers’
behaviours, preferences, and needs.
Additionally, information collected from
retail applications enables retailers to
create a customised in-store shopping
experience while also catering to the
demands of an increasingly digital age.
For example, a mobile app could allow
consumers to tag an item they see in
a store and have it immediately placed
in their online shopping cart. In this
case, the consumer benefits from in-
person customer service, as well as the
convenience of purchasing at home.
Customer loyalty programmes are an
effective way to market to a group
of targeted customers by offering
sales and discounts based on past
purchases. When done correctly, target
marketing based on data derived from
a loyalty programme can drive many
more customers into your store.
Through advancements in technology,
the whole retail experience has become
much simpler, savvier, and smarter for
both customers and retailers alike. And
these changes aren’t about to slow
down anytime soon. Whether you’re
whipping together a party in minutes
by having items sent to your home by
drone or virtually trying on new looks
at a local store event with friends,
technology will continue to deliver
unique and engaging experiences that
will keep consumers coming back for
more.
With the retail world continuing to
evolve though advancements in
technology, it is difficult for retailers
to keep up. Cushman & Wakefield's
newCommerce team offers a unique
set of collaborative retail consulting
services to help Retailers develop the
best go-forward selling strategy for
their needs – including the consumer-
facing purchase experience, back-end
logistics functions, and everything in
between.
Whether you're building a physical
bricks-and-mortar presence, trying to
optimise your distribution network,
or choosing between self-perform
fulfillment and third party, Cushman
& Wakefield's newCommerce experts
can help you find the right solution
to maximise your infrastructure
and offer your consumer the best
shopping experience. Our track
record partnering with hundreds of
retailers to develop alternative ways to
leverage their store and supply chain
footprint is a market-leading resource.
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