TALKING
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It ’ s undoubtedly a harsh lesson to learn but in order to win the hearts and minds of consumers , you cannot just talk digital , you need to think digital-first .
How can technology and the high street work in tandem ?
The dawn of the hybrid high street is upon us and technology is core to helping in the transition to clicks-and-mortar stores to provide the best customer and colleague experience possible , to drive footfall and in turn to give outstanding service .
For example , Amazon opened its first till-less store , Amazon Fresh , in the UK that automatically bills shoppers as they leave . But automating the traditional role of the cashier is not the only way in which digital technologies can transform the in-store experience . From interactive fitting rooms to Electronic Shelf Labels ( ESLs ), providing a seamless experience underpinned by technology across all channels – physical or digital – will be key to the success of high street brands .
Next steps to success
or uncomfortable sharing their personal data with retailers due to privacy concerns . And without this , retailers will be left guessing their customers ’ preferences and challenged in creating exceptional and personalised digital experiences .
In a climate of increased cybercrime and where vulnerable web apps are the main cause of retail data breaches , establishing this trust is no mean feat , but reinforces the critical importance of ensuring that in the pursuit of novel customer experiences , businesses do not lose focus on the security of their apps and software .
Continued investment in innovation is fundamental to the future of the retail sector . It is essential in helping retailers deliver great digital and online shopping experiences , as those that do not put digital thinking at the core of their business will quickly find themselves exposed and left behind .
It ’ s undoubtedly a harsh lesson to learn but in order to win the hearts and minds of consumers , you cannot just talk digital , you need to think digital-first .
Retailers have a real opportunity to differentiate themselves by taking a digital-first posture , creating apps and experiences that leverage leading-edge technologies – like Virtual and Augmented Reality , facial recognition and automation – to attract , engage and retain consumers both online and in their stores . p
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