Revolutionary Tech Vs. Tech for Tech’s Sake

Decoded Fashion - Weekly Stories - Notify Nearby
Image source: AppAdvice

A new study released by Planet Retail and Wipro affirms that retailers must provide meaningful customer experiences in order to achieve results.

‘The Era of the Individual: Unleashing the Power of ME’ contains some key takeaways – as noted in our CES 2016 report, pressure is mounting on bricks-and-mortar retailers to deliver high-quality customer experiences. So how can stores use tech to revolutionise their businesses, and avoid getting caught in the trap of using tech for tech’s sake?

Approaching Beacon Technology the Right Way

Although it’s been on the scene for a while, the ability of beacon technology to connect with consumers shouldn’t be underestimated. One start-up, Notify Nearby, uses the technology in conjunction with its iOS app to deliver targeted information to customers about the stores that they shop in.

With participants like DKNY, Reiss, Uniqlo, Saks and Nike on board, Notify Nearby is fashion-specific and claims it doesn’t bombard users with ads or promotional content, unlike other apps. A push notification is sent whenever they pass a beacon from one of the participating stores, using targeted information to alert the user of the retailer’s latest updates – be they coupons, flash sales or product launches.

Seamless Online-Offline Transition

With all the industry’s talk of omni-channel retail, one point is abundantly clear: the customer’s transition between a brand’s online and offline worlds should be seamless.

Creating a strong in-store presence has the potential to reduce the numbers of ‘showrooming’ customers (who come in-store solely to browse, before heading home to purchase online). Retailers can tackle this in various ways, such as matching online prices, allowing a speedy click-and-collect service, or incorporating tech in-store with impressive concepts like magic mirrors and interactive fitting rooms.

Making a Strong Workforce Stronger

It’s no secret that taking the time to recruit high-calibre salespeople pays off in the form of happier, more satisfied customers. Self-service checkouts and other ‘people-free’ technology may work well in supermarkets, but in fashion, a more personable approach is what really drives sales.

The answer, then, is to use technology to make fashion retail’s workforce stronger, rather than replace it altogether. The use of tablets (enabling staff to view a customer’s purchase history in order to make tailored product recommendations, for example) and mobile POS systems can be used in stores to wow people on both sides of the cash desk.

Continue the discussion on Revolutionary Tech Vs. Tech for Tech’s Sake at our London Summit on May 17-18. Book your super early-bird ticket here.

Reported by Grace Howard