The future of retail is half machine, half human

The future of retailing is unfolding. I believe it will be a hybrid model—a combination of online shopping and in-person experiences—making it necessary now more than ever for retailers to adapt quickly and implement a multi-channel buying experience to stay relevant in today's marketplace.??

At Convergence, we specialise in eCommerce integration, and as such, we believe the new model of retailing merges online and offline shopping. What that means is pressure on retailers to offer our customers a seamless and convenient engagement.??

It's not uncommon for New Zealanders to place an order online while at work and then swing by the store on their way home to collect their purchases. This variation of the 'click and collect model' is becoming mainstream. But retailers need to go further.???

I advise putting measures in place to build and maintain a personal connection with our customers. Some larger stores have started using large lockers outside their premises for order pickups, but this approach is too impersonal.??

A better way of doing things is to ensure human connection while leveraging the power of technology.??

I recently had a personal experience that exemplifies this approach. I purchased a water blaster online, and when I went to collect my purchase, a friendly staff member offered to show me how it worked. It is an excellent example of how retailers should think because, in the end, relationships are still the most powerful way to retain customers.??

Customer Data Platforms (CDPs) play a crucial role in today's digital age. They can connect customer profiles across the entire shopping experience, even when customers have multiple email addresses and phone numbers. It's not uncommon for someone to have a work and a personal email address and to use both for shopping. With a CDP, we can join the dots and inject the human element into the transaction more seamlessly.??

It's essential to avoid treating regular customers as if they were first-time customers. That's where CDP software becomes valuable. It enables our service assistants to see a customer's buying history and initiate a meaningful conversation based on that information.??

Here are some key strategies for retailers looking to enhance their customer experience:??

1. Use technology to create person-to-person opportunities:??

Moving the transaction process online, such as product selection and payment, frees up our retail shop assistants and sales representatives to engage in more conversational and relational customer interactions.??

It's important to remember that technology shouldn't remove the human element from the process—it should enhance it.??

2. Ensure a seamless experience:???

A seamless shopping experience is crucial. By integrating elements like a timeline and sending text notifications when an order is ready, we can differentiate our business and offer customers benefits such as a 60-minute turnaround guarantee. This level of convenience goes a long way in building customer loyalty.??

3. Connect your people with the data:??

In an era where retailers have access to more customer data than ever, it's surprising that many are trying to make the shopping experience as impersonal as possible. Instead, we should find ways to connect with our customers on a human level.?????

For instance, if someone buys a product online, we can take the opportunity to show them how to use it when they come to collect it. It's also essential to make our data readily available to frontline staff so they can engage with customers on a more personal level.??

The future of retailing lies in embracing a hybrid model that combines the convenience of online shopping with the personal touch of in-person experiences. By leveraging technology while keeping the human connection intact, we can create a superior customer experience and thrive in the evolving marketplace.??

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