When furnishing a room, shoppers enter a store and explore each department with little
However, we no longer live in an era where letting customers wander, in-store or online, is the desired behavior. With retail growing increasingly competitive, the role of customer data is on the rise and the use of personalization technologies is now generally accepted as crucial for retail success. Nearly all retailers can agree that capturing and utilizing customer data lifts your brand and allows you to better reach your target customers with the products they aim to see.
The recording of valuable, actionable customer data fuels personalization solutions. It is essential to understand that personalization solutions are not just another minor tool in the toolbox – they may be the only thing that will keep your brand alive during this massive retail transformation we’ve only just begun.
Discovering A New Customer Journey
Shopping should be a playground of discovery – an engaging, interactive experience that caters to and inspires shoppers. to inspire and pull together a dream living room ensemble. At Shoptelligence, we help identify a customer’s unique style, present them with products they most likely would not have organically discovered, and then allow the customer to customize the presented selection of products to create a dream living room ensemble. Being able to create personalized ensembles helps shoppers remain engaged with the retailer throughout the entire customer journey.
Often, retailers try to engage the shopper by ‘strategically’ inserting attention-grabbing incentives– from similar products listings to BOGO deals – between shopper browsing and purchase. Typical “things you may like” conversion modules typically fail to provide shoppers with products that they would be interested in. Those “black box” solutions are based on general group trends, extrapolating the idea that group behavior is indicative of individual preferences. An idea shot down when considering a shopper looking for a dining room table is pushed product detail pages of football sofas due to the collection and extrapolation of group preferences.
Retailers should view themselves as an entity guiding the shopper through the customer journey – guiding the shopper by allowing them to discover the retailer’s broader catalog based on individual style preferences.
Conversion and Loyalty Through Personalization
A truly personalized experience is key to driving conversion and maintaining customer loyalty. Shoptelligence’s machine learning and AI-powered technology understands style. The technology can both discern what items go together, but more importantly, why those items go together. The technology also continuously learns by analyzing shopper preferences and engagement, moving beyond traditional same-category recommendations by providing a rich style-based shopping experience.
Convergence of Digital and Physical
Retailers wishing to achieve omnichannel excellence must think of the shopping journey as a congruent experience, not a siloed one. It’s about getting shoppers to the same mountain peak – despite the trail they take. As such, digital and physical must work hand-in-hand to lift each other up and offer customers access to the products relevant to them regardless of the channel.
For example, we’ve partnered with Taubman to pilot our Virtual Mall Experience at Twelve Oaks Mall (Novi, Mich.) to drive in-store traffic through digital means. When browsing for a particular item, the shopper will be presented with curated options to create an outfit from a variety of retailers. Shoppers can also save previous purchases to establish a virtual closet that will continuously curate items and styles for future consideration. Visitors to the center’s website can discover products that are available locally for in-store pickup across participating retailers.
Customers should not have a solitaire journey. Not only does this make the experience less enjoyable for the customer, but it also neglects key opportunities to build trust and loyalty among shoppers. By reimaging this journey, retailers can build a customer experience that embraces personalization and enhances discovery, resulting in better conversion, customer satisfaction and a long-lasting relationship between retailer and customer.