The technological pioneers in the retail market are the ones that end up leading it. In this post, we will explore some of the most effective strategies being implemented by major brands to ensure a superior customer experience, looking case by case, how they have been able to take advantage of new trends.
Pioneers in Artificial Intelligence and Chatbots
Although it is still at an early stage, it seems that, due to its wide range of possibilities, artificial intelligence has become one of the tools that has aroused most curiosity. Together with chatbots, or in combination with them, we are seeing applications that improve the efficiency and personalisation of customer service.
Sephora: Sephora has implemented chatbots on its mobile app and website that help customers find specific products, make recommendations based on personal preferences and answer frequently asked questions. This 24/7 service not only improves the customer experience, but also increases sales by offering personalised suggestions in real time.
H&M: H&M uses chatbots on its digital platforms to assist customers with product availability queries, size guides and style recommendations. This not only makes it easier for customers to navigate, but also personalises their shopping experience.
Technological pioneers in Augmented and Virtual Reality
Augmented reality (AR) and virtual reality (VR) are changing the way customers buy products. They have increased their consumption, but also the involvement they have in every moment of the sales process, and therefore expect brands to play their part too:
IKEA: With its "IKEA Place" app, users can visualise how furniture would look in their own homes using AR. This innovation not only increases customer satisfaction by enabling them to make informed purchasing decisions, but also significantly reduces product returns.
L'Oréal: L'Oréal has developed AR applications that allow customers to virtually try different make-up products before purchasing them. This has significantly improved the customer experience and reduced return rates.
Warby Parker: Eyewear company Warby Parker uses AR to allow customers to virtually try on different styles of glasses through its mobile app. This makes it easier to choose the right product without having to visit a physical shop.
Personalisation through Big Data
Big data allows brands to collect and analyse large volumes of information about customer behaviour and preferences.
Amazon: Uses advanced machine learning algorithms to analyse customers' purchase history, search and browsing behaviour. Based on this information, Amazon offers highly personalised product recommendations that have been shown to significantly increase sales and improve the shopping experience.
Netflix: Uses big data to recommend movies and TV series, even modifying the cover art shown to its users depending on their usual tastes, increasing user satisfaction and time spent on the platform.
Coca-Cola: Coca-Cola uses big data to personalise its marketing campaigns. For example, the "Share a Coke" campaign used data from popular names in different regions to print names on bottles, creating a personal connection with consumers.
Mobile and Digital Payments
Los pagos móviles y digitales están facilitando el proceso de compra tanto en tiendas físicas como en línea.
Starbucks: Has implemented a mobile app that allows customers to place orders and make payments quickly and easily, significantly improving the shopping experience. The app also offers a loyalty programme that rewards frequent customers, encouraging brand loyalty.
Apple Pay and Google Wallet: These platforms have transformed the way customers make payments in physical shops, offering a fast and secure option.
Walmart: With its Walmart Pay app, customers can scan QR codes at checkout counters to pay quickly and securely, enhancing the in-store shopping experience.
omnichannel experiences
The integration of omni-channel experiences is another key strategy being used by major brands.
Nike: It has developed a platform that integrates all of its sales channels, allowing customers to initiate a purchase online and pick up the product in a physical shop. In addition, Nike offers a mobile app that provides personalised recommendations, product launch notifications and direct purchase options. This ensures that customers enjoy a consistent and seamless shopping experience, no matter which channel they use.
Target: Target's omni-channel experience includes the option to shop online and pick up in shop, as well as same-day home delivery through its Shipt service. This provides flexibility and convenience for customers.
Best Buy: Best Buy has implemented an omni-channel strategy that allows customers to shop online, pick up in shop or have products delivered to their home. In addition, its mobile app offers in-store assistance and order tracking.
predictive analisis
Predictive analytics is revolutionising the way brands anticipate customer needs and behaviours.
Walmart: Walmart uses predictive analytics to manage inventory efficiently, ensuring that the most in-demand products are always available. This not only improves customer satisfaction, but also optimises the supply chain and reduces operating costs.
Spotify: Spotify employs predictive analytics to create personalised playlists and suggest new songs to playlists and suggest new songs to users based on their preferences and past listening patterns. This improves the user experience and increases loyalty to the platform.
technology pioneers in the Internet of Things (IoT)
The Internet of Things (IoT) is enabling brands to connect devices and deliver more integrated and efficient experiences.
Amazon Go: Amazon Go shops use IoT along with technologies such as sensors and cameras to create a cashierless shopping experience. Customers can simply grab the products they want and walk out of the shop, and their Amazon account is automatically charged, making the checkout process fast and convenient. Really impresive, right?
Case Study: Zara's Store Mode
Inditex's flagship brand, known for its focus on innovation, uses IoT devices in its shops to manage inventory in real time. Sensors on product labels allow the shop to automatically track the availability of each item, ensuring that popular products are always in stock and facilitating supply chain management.
Now, they have decided to go one step further with their mobile app. Leveraging the IoT technology they have been using for inventory management for some time now, they have released in a latest update, Store Mode. This will allow Zara shoppers to see the shop layout on their mobile devices and a marker indicating where the piece of clothing they have selected to buy is located. This will make the shopping process much smoother, saving shoppers time and making everyone's experience more enjoyable.
In addition, the possibility of booking fitting rooms has been implemented. Your customers will no longer have to queue to access the fitting rooms, the application will send them a notification when it is their turn. A very good option to optimise the time customers spend in the shop.
TO MAKE EVERYTHING WORK, MAINTENANCE IS THE KEY
Optima Retail: Experts in Retail Maintenance and Repairs Worldwide
Why should you be impatient to have a good maintenance plan?
Because predictive maintenance not only helps you keep your equipment running smoothly, but it also helps you save time and money. Who doesn't want that, right?
With predictive maintenance, you can monitor the status of your equipment in real-time and anticipate potential failures before they occur. This means less downtime, lower maintenance costs, and more efficient production. It's like having a superpower for your Retail!
Optima Retail: Experts in Retail Maintenance and Repairs Worldwide - Ensure worry-free support by providing you with a dedicated Facility Manager who will always be your contact.
Join our Newsletter and stay informed about the world of Retail SUBSCRIBE