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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
customize 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 personalized
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 personalized
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’
behaviors, preferences, and needs.
Additionally, information collected from
retail applications enables retailers to
create a customized 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 programs 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 program 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
optimize 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 maximize 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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