That’s not to say that I think business as usual is possible. The challenges that we were all aware of prior to COVID-19 have become more pressing. These include the fact shoppers are more fickle and less loyal, that people are looking for more innovation and digitally-led services in-stores, and that online sales rise ever upwards.
With these issues in mind, and to make sure we capitalize on the affinity that people have for shopping, there’s a strong case for looking at how we can make the store experience feel more dynamic, compelling, and easy. There are a number of components to this, that we explain in our new Whitepaper. But one area I want to focus on is personalization.
Creating dynamic journeys
Clearly, physical stores have a way to go when it comes to capturing the level of data that’s harvested from online shoppers (and using that to influence sales in real-time). But things are changing, and there are new ways to personalize store journeys:
As we look forward, the ability to better capture and use data in stores, to roll out new services and to personalize offers, requires further channel integration of IT systems. In response we’ve created ‘Storevolution’ – a comprehensive suite of technologies, and open APIs, that enable retailers to operate with much greater agility. Our new whitepaper ‘Mobility, Agility and Profitability’ explains Storevolution in more depth. This includes how it makes it easier to create, trial and roll out new store-based services at a higher cadence and lower cost.
1Source: Capgemini Research Institute, Consumer Behavior Survey, April 4–8, 2020, N=11,281 consumers
2All references from Nielsen Grocery Shopping Consumer Survey, 2020
3Zebra Shopper Vision Study 2019
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