Retail World

Omnichannel is a challenge retailers must win


Omnichannel is modifying consumer behaviour, while new payment methods force retailers to keep abreast of the times. According to numerous studies, we are therefore witnessing the transition to a retail world without barriers, where cognitive processing, augmented, virtual reality and drones will transform the way retail trade operates.

In this scenario it becomes a priority to offer an omnichannel experience, able to consider the multitude of digital contact tools that a customer can interact.

The challenges that companies have to face are at least two: on the one hand, they have to know how to manage communication through all the contact channels, which require new models of response and interaction, and, on the other hand, be able to make sure that the different channels interact one with the other distribution still operate as separate silos.

  • IoT modifies the customer experience

The Internet of Thing makes it possible to collect and analyze data from the millions of transactions that take place through the different channels of contact with the company and all of this increases customer expectations inexorably.

Customers are driven by immediate gratification that new market players are trying to satisfy, trying to differentiate themselves from traditional retailers. In this sense, the Internet of Things and digital transformation can support these retailers to meet consumer demand for immediate delivery services, while lowering prices and improving transparency.

  • Machines and artificial intelligence: a “hybrid” workforce

Research studies also include the transition to an “hybrid work force“, in which human beings and machines collaborate by combining their strengths and compensating for mutual limitations.

This will result in an improvement of the customer experience, which will be offered more targeted and personalized services. For companies, the hybrid approach is also important to maintain a “human face” and to move from the world of mass services to mass customization.

Companies that invest in automation, artificial intelligence, analytics and machine learning must remember the importance of an integration strategy to support a hybrid workforce.

  • Beacon to boost the engagement

Beacon technology and sensors provide the easiest way to track customers, products and stimulate engagement through personalized proximity marketing and self-checkout. These technologies can also help optimize the supply chain, not just by monitoring the stock, but by providing more information about what happens to the products as they are transported to the store.

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