From in-store to online, brand experiences have come a long way. COVID-19 has forced everyone deeper into the digital realm, accelerating new trends in product exploration and spending behavior. Brand identity plays a big part in attracting new viewers, and repeat customers—ensuring that the brand identity is cohesive across channels is vital. Shopping in-store or via Instagram are not two separate things; those experiences should share the same brand DNA.
Before e-commerce took hold of retail, the only data that in-store activity offered was foot traffic, conversion, and sales. With omnichannel becoming the new norm, there’s a sea of data to be captured across channels. With 5G technology, retailers can leverage real-time analytics to inform, and curate an influential UX journey across platforms.
Technology doesn’t have to upend the user experience in retail; instead, retailers should leverage data to understand the behavior of their consumers, and create technology that’s compatible with their lifestyle, making it easy for them to adopt.
The in-store experience, though important, provides much less data than online, or social media shopping. In a digital setting, retailers can study consumer behavior to understand visitors' intent for purchasing. Those insights are lost in-store, and retailers are missing the low hanging fruit of adopting in store technology to understand what user intent. The lack of modern technology in brick and mortar alone is causing the retail industry to take a $9 trillion hit. Creation of new technology can offset this loss and increase knowledge into consumer insights