{"id":3011,"date":"2018-12-18T11:07:05","date_gmt":"2018-12-18T05:37:05","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3011"},"modified":"2024-05-02T14:10:26","modified_gmt":"2024-05-02T08:40:26","slug":"customer-experience-intersection","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/","title":{"rendered":"Customer Experience: Intersecting The Physical And Digital"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f7b75292849\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f7b75292849\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#retails-digital-disruption\" title=\"Retail\u2019s Digital Disruption\">Retail\u2019s Digital Disruption<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#the-shift-to-experiential-retail\" title=\"The Shift To Experiential Retail\u00a0\">The Shift To Experiential Retail\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#the-next-frontier-of-in-store-experiences\" title=\"The Next Frontier Of In-Store Experiences\">The Next Frontier Of In-Store Experiences<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#experience-1-convenience\" title=\"Experience 1: Convenience\">Experience 1: Convenience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#experience-2-communal\" title=\"Experience 2: Communal\">Experience 2: Communal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#experience-3-curated\" title=\"Experience 3: Curated\">Experience 3: Curated<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#experience-4-immersive\" title=\"Experience 4: Immersive\">Experience 4: Immersive<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#customer-experience-winning-at-the-intersection-of-physical-and-digital\" title=\"Customer Experience: Winning At The Intersection Of Physical And Digital\">Customer Experience: Winning At The Intersection Of Physical And Digital<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#the-human-touch-in-customer-e\" title=\"The Human Touch In Customer E\">The Human Touch In Customer E<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/customer-experience-intersection\/#xperience-transformation\" title=\"xperience Transformation\">xperience Transformation<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Technology is growing exponentially and driving unprecedented economic change. In many ways, technology and digital have heightened consumer expectations, removed traditional barriers to entry and caused a seismic shift in shopping habits. The focus has shifted from point of sale to the point of experience. Today, there\u2019s no such thing as an \u201ce-commerce\u201d buyer.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"retails-digital-disruption\"><\/span><b>Retail\u2019s Digital Disruption<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Customers experience your brand through end-to-end experiences, not touch-points. Brendan Witcher, VP and Principal Analyst at Forrester reveals in <\/span><span style=\"font-weight: 400;\">Vue.ai\u2019s webinar<\/span><span style=\"font-weight: 400;\"><strong> \u201cThe New Retail imperative: Individualizing Omnichannel Experiences Using automation and AI\u201d<\/strong> that while we think majority of retail sales happen online, the reality is starkly different. In 2017, U.S. online retail sales made up only about 12% of total U.S. retail sales. In fact, according to him, 4 out of 5 people who visit your website have no intention of buying on your website. But they may choose to buy at your offline store. <\/span><\/p>\n<figure id=\"attachment_5372\" aria-describedby=\"caption-attachment-5372\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5372\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_252720625-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_252720625-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_252720625-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_252720625.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5372\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A fascinating phenomenon is taking place. Offline retail is making a comeback; so, the only retail that\u2019s dead is retail that\u2019s not <\/span><i><span style=\"font-weight: 400;\">connective. <\/span><\/i><span style=\"font-weight: 400;\">And, connectivity is not about having all the digital bells and whistles. Instead, it\u2019s about thinking beyond your products. For the customers, the products don\u2019t matter, the experience does. Retailers and brands have to not only surprise and delight but also solve their customers\u2019 pain points regardless of touch-point or channel. Everything is commerce today; offline drives online, online drives offline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cDigital influences far more of your business than your reporting would indicate; so, even if the conversion doesn\u2019t happen on your website, you\u2019re still influencing them to buy,\u201d says Brendan in this <\/span><span style=\"font-weight: 400;\">webinar<\/span><span style=\"font-weight: 400;\">. \u201cIf coffee shops like Starbucks can do it, then anybody can.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Undoubtedly, retailers and brands have to keep pace with shoppers. In today\u2019s hyper-competitive, ever-changing, fast-paced, human-centric <\/span><i><span style=\"font-weight: 400;\">customer experience economy<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">there\u2019s no room for mediocrity<\/span><span style=\"font-weight: 400;\">. The proliferation of new touch-points and channels along with emerging innovative tech, like augmented reality, virtual reality, wearables and digital assistants, is challenging retailers and brands to adapt at an unprecedented pace. \u00a0If they want to prevail, they will have to find ways to combine both their physical and digital capabilities to offer individualized experiences\u2014at scale.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-shift-to-experiential-retail\"><\/span><b>The Shift To Experiential Retail\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Delighting customers and solving their pain points via an exceptionally good consumer experience is no easy art. It\u2019s almost a business imperative, to stand out from the crowd in an environment where customers wield growing power. Customers today <\/span><i><span style=\"font-weight: 400;\">know<\/span><\/i><span style=\"font-weight: 400;\"> they have infinite choice. They\u2019re different from consumers of the past. Relevant, compelling and customized shopping experiences, whether online, in-store or by subscription, is the new normal.<\/span><\/p>\n<figure id=\"attachment_5373\" aria-describedby=\"caption-attachment-5373\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5373\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_526745899-2-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_526745899-2-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_526745899-2-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_526745899-2.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5373\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">If Netflix, Spotify and Amazon are able to predict what customers want and when they want it then all retailers are expected to offer such experiences. Customer experience is about <\/span><span style=\"font-weight: 400;\">value-based engagement<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> This requires a deep understanding of the frustrations, desires, motivations and problems that drive them to engage with a brand in the first place. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experiential retail caters to the connected consumer. It anticipates the consumer\u2019s needs, generates real-time information and customized communications using emerging technologies like the Internet of Things (IoT), AI, augmented reality (AR), and virtual reality (VR). When retailers integrate digital shopping assistance technology into the build environment via voice-activated service, interactive displays and IoT applications, they can provide customers with high levels of support during their shopping experience. We\u2019d like to call this <\/span><i><span style=\"font-weight: 400;\">brick-and-data retail. <\/span><\/i><span style=\"font-weight: 400;\">This type of retail experience enhances the <\/span><i><span style=\"font-weight: 400;\">physical<\/span><\/i><span style=\"font-weight: 400;\"> shopping experience rather than replacing it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tom Ford is one of several brands that are setting the tone for experiential retail. Its global first-ever standalone store in London\u2019s Covent Garden is doing digitally connective physical experiences right. Its stunning retail space includes floating marble counters, infinity mirrors, interactive scent installations and virtual lipstick try-ons. That\u2019s not all. Guests can opt for <\/span><span style=\"font-weight: 400;\">make-up master classes<\/span><span style=\"font-weight: 400;\"> that are filmed using digital mirrors and that are then emailed to the customer in chapters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another company that\u2019s changing the role of the store for 21<\/span><span style=\"font-weight: 400;\">st<\/span><span style=\"font-weight: 400;\"> century retail is <\/span><span style=\"font-weight: 400;\">Hero<\/span><span style=\"font-weight: 400;\">, which works with brands to transform store associates into \u201cdigitally connected brand champions.\u201d This enables the platform to expand the reach of its live shopping experience to a global audience, thus <\/span><span style=\"font-weight: 400;\">creating sales opportunities<\/span><span style=\"font-weight: 400;\"> beyond traditional working hours. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pearson Poon, executive director at Harvey Nichols, said Hero helps improve the customer experience by <\/span><a href=\"https:\/\/wwd.com\/business-news\/technology\/hero-platform-clienteling-1202894582\/\"><span style=\"font-weight: 400;\">\u201cclosing the service gap between online and in-store\u201d<\/span><\/a><span style=\"font-weight: 400;\"> which is a \u201ccritical part of our retail strategy.\u201d Additionally, he said working with Hero allows the brand \u201cto offer our online customers the same level of luxury, personalized service that they would experience at our Harvey Nichols stores.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As per Alistair Crane, Hero\u2019s chief executive officer, the platform reimagines the entire \u201comnichannel sales experience.\u201d He said it aligns the store-level associate with the online platform in a way that aims to \u201cdelight the shopper.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The platform fosters interaction between store associates and customers via messaging, pictures and video in a way that elevates the traditional form of retail selling. It\u2019s client servicing and increased personalization in real time; and can focus on sizing, styling and product availability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, innovative customer experiences aren\u2019t just for luxury brands. Traditional non-luxury retailer Aldo creates an authentic omnichannel environment each time a shopper enters a store. \u00a0By leveraging the power of mobile technology and IoT, Aldo creates an integrated and interactive store touch-point that\u2019s linked to a mobile app. This experience includes high-resolution product images, product wish lists, and social media sharing options. Aldo ends up providing high levels of engagement to shoppers, resulting in a <\/span><span style=\"font-weight: 400;\">20% year-over-year increase in sales<\/span><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anthropologie &amp; Co., on the other hand, takes its merchandising philosophy to another level. Its <\/span><span style=\"font-weight: 400;\">nearly 30,000-square foot concept store<\/span><span style=\"font-weight: 400;\"> in Walnut Creek, California, includes a shoe salon featuring 350 designs from more than 50 brands; a beauty corner with more than 800 products and tools; a design center where customers can flick through fabric swatches for bespoke furniture and even take tips from a \u201chome stylist.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn many ways, this turns back to the heritage of the great, original department stores,\u201d <\/span><span style=\"font-weight: 400;\">said<\/span> <span style=\"font-weight: 400;\">David W. McCreight, chief executive of the Anthropologie Group \u2014 which also includes Terrain and BHLDN \u2014 and president of URBN. Indeed, what McCreight and his team want to do reflects what so many traditional department stores are currently attempting to master: destination retail that not only attracts people but also compels them to continue shopping for more than 30 minutes. Such large-format stores are not entirely new to the URBN family. In 2014, Urban Outfitters opened its 57,000-square-foot store in New York\u2019s Herald Square, complete with a caf\u00e9, a music record store and a beauty salon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retailers are attempting to make literally everything an experience. And they\u2019re certainly doing a great job of it. For instance, a digital quiz can replace a human in the onerous challenge of helping a woman find a bra that fits perfectly. Since 2012, lingerie startup <\/span><span style=\"font-weight: 400;\">True &amp; Co. has built better bras<\/span><span style=\"font-weight: 400;\"> by gathering tons of data through one simple quiz. Thanks to the company\u2019s efforts, bra shopping has gone from being an ordeal to being an incredibly satisfying experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aldo, Anthropologie, True &amp; Co. and Tom Ford are just four of many retailers that are looking to drive growth by providing unique consumer experiences. Stores are transforming to become places that attract and delight shoppers through features such as wine tastings and cookery classes, salons and spas, art exhibitions, celebrity appearances, in-store kiosks, smart changing rooms, pop-up shops and more. They want to ensure that people leave their stores not just with products, but also with memories.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-next-frontier-of-in-store-experiences\"><\/span><b>The Next Frontier Of In-Store Experiences<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brands and retailers are investing in primarily <\/span><span style=\"font-weight: 400;\">four types of consumer experiences<\/span><span style=\"font-weight: 400;\">: convenient, communal, curated and immersive. Which experience needs to be prioritized and when? That happens only when retailers have an intimate understanding of the customer journey and their own unique value proposition. \u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"experience-1-convenience\"><\/span><span style=\"font-weight: 400;\">Experience 1: Convenience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_5374\" aria-describedby=\"caption-attachment-5374\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5374\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_1275256225-300x169.jpg\" alt=\"\" width=\"750\" height=\"422\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_1275256225-300x169.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_1275256225-768x432.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_1275256225.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5374\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Consumers typically purchase something if they have a basic need for it. So, one of the most important challenges retailers face is to make things happen seamlessly without friction. For instance, checkout delays and wait times for item pick-up and return are an inconvenience for the shopper. But using smart sensors, facial recognition, and computer vision, painful features of the shopping journey can be eliminated, thus increasing customer loyalty and trust. Amazon is making big moves in the area of frictionless retail. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Its Amazon Go, a <\/span><a href=\"https:\/\/www.engadget.com\/2018\/10\/27\/amazon-go-inevitable-evolution-of-supermarkets\/\"><span style=\"font-weight: 400;\">frictionless grocery shopping experience<\/span><\/a><span style=\"font-weight: 400;\">, relies on high-tech tracking technology rather than humans to get products off the shelves and into customers\u2019 shopping bags. Amazon is able to make the entire shopping experience more convenient by allowing shoppers to scan their phones as soon as they enter the store. Amazon Go stores could be the future of retail whether we want them to be or not. Convenience is essentially a critical component of the consumer experience. And retailers are trying to make it easier with the help of technology like mobile PoS, curbside pick-up, pop-up stores and more. <\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"experience-2-communal\"><\/span><span style=\"font-weight: 400;\">Experience 2: Communal<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_5375\" aria-describedby=\"caption-attachment-5375\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5375\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/DiaryArticleDouble_GucciGarden-OsteriadaMassimoBottura-08_001_Default-1-300x192.jpg\" alt=\"\" width=\"750\" height=\"479\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/DiaryArticleDouble_GucciGarden-OsteriadaMassimoBottura-08_001_Default-1-300x192.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/DiaryArticleDouble_GucciGarden-OsteriadaMassimoBottura-08_001_Default-1-768x490.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/DiaryArticleDouble_GucciGarden-OsteriadaMassimoBottura-08_001_Default-1-1024x654.jpg 1024w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/DiaryArticleDouble_GucciGarden-OsteriadaMassimoBottura-08_001_Default-1.jpg 1400w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5375\" class=\"wp-caption-text\">Source: Gucci<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Another way in which retailers have tried to captivate experience-focused customers is by tapping into the basic human need for sustaining relationships and cultivating community. Community retail, therefore, attempts to transform physical stores into destinations to enable consumers to ignite real-world connections and experience the brand. Examples of community retail experiences include charming hybrid retail cafes to shopping mall fitness facilities. For example, the <\/span><a href=\"https:\/\/www.forbes.com\/sites\/kittyknowles\/2018\/08\/26\/supper-clubs-art-luxury-retail-now-comes-with-a-side-of-culture\/#4a7bdb8d6aba\"><span style=\"font-weight: 400;\">Adidas RunBase concept store<\/span><\/a><span style=\"font-weight: 400;\"> in Berlin merges vegan dining with fitness; it has workout equipment and even has its own in-house running track! Yet another example is luxury brand Gucci\u2019s newly designed space in Florence called <\/span><a href=\"https:\/\/www.gucci.com\/us\/en\/st\/stories\/inspirations-and-codes\/article\/gucci_garden\"><span style=\"font-weight: 400;\">Gucci Garden<\/span><\/a><span style=\"font-weight: 400;\">. It houses a store with unique items, a restaurant by the three-Michelin-star chef, and specially curated exhibition rooms\u2014all under one roof.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"experience-3-curated\"><\/span><span style=\"font-weight: 400;\">Experience 3: Curated<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_5376\" aria-describedby=\"caption-attachment-5376\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5376\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/curbside-best-buy-023-300x199.jpg\" alt=\"\" width=\"750\" height=\"498\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/curbside-best-buy-023-300x199.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/curbside-best-buy-023-768x510.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/curbside-best-buy-023.jpg 990w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5376\" class=\"wp-caption-text\">Source: Tech Crunch<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">As the number of choices grows exponentially, and time available to explore all of these options remains constant, consumers will want retailers to thoughtfully curate products and services for them. They would want their shopping experiences to be more efficient and more relevant. But curation goes beyond careful selection and prioritization. Curation, today, should be the bridge between the consumer, the retailer and the brand. It\u2019s about storytelling, editorializing and conveyance. Brands and retailers must tell the story of the selected products, explain why they were selected or recommended and what meaning or value they provide to the consumer. One of the most innovative forms of curated retail is that by Burberry, Neiman Marcus and Nordstrom who have leveraged a combination of mobile technology and <\/span><span style=\"font-weight: 400;\">advanced analytics<\/span><span style=\"font-weight: 400;\"> to make personalized <a href=\"https:\/\/www.vue.ai\/products\/product-recommendations\/\">product recommendation engine<\/a> for their customers. Nordstrom not only offers its customers <\/span><span style=\"font-weight: 400;\">a variety of ways<\/span><span style=\"font-weight: 400;\"> to buy their products, but it also makes it easy for them to buy across brands. \u00a0Additionally, it offers curbside pick-up, buying over text, and more. Cool, right?<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"experience-4-immersive\"><\/span><span style=\"font-weight: 400;\">Experience 4: Immersive<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_5377\" aria-describedby=\"caption-attachment-5377\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5377\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_519160750-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_519160750-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_519160750-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/shutterstock_519160750.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5377\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Immersive and interactive in-store consumer experiences are meant to be more engaging and entertaining. For instance, Zara launched an augmented reality (AR) app, which is only one of <\/span><span style=\"font-weight: 400;\">the retailer\u2019s tech experiments<\/span><span style=\"font-weight: 400;\">. The store\u2019s <a href=\"https:\/\/www.vue.ai\/products\/virtual-dressing-room\/\">dressing rooms<\/a> are equally high-tech, with information screens embedded in the mirrors. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next frontier of customer experience will continue to be adaptive, responsive, sensitive, contextual and predictive. Retailers will employ cutting-edge technologies such as chatbots, AR, VR and AI to deliver compelling experiences. Consumer demands and desires will be foreseen, processed and fulfilled even before they\u2019re consciously realized or articulated\u2014thanks to the roster of tech available. <\/span><\/p>\n<figure id=\"attachment_3023\" aria-describedby=\"caption-attachment-3023\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3023\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/Screen-Shot-2018-12-18-at-2.23.36-PM-300x154.png\" alt=\"\" width=\"750\" height=\"385\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/Screen-Shot-2018-12-18-at-2.23.36-PM-300x154.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/12\/Screen-Shot-2018-12-18-at-2.23.36-PM.png 553w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3023\" class=\"wp-caption-text\">New technologies will transform the in-store experience<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"customer-experience-winning-at-the-intersection-of-physical-and-digital\"><\/span><b>Customer Experience: Winning At The Intersection Of Physical And Digital<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Retailers, until now, have invested heavily in their e-commerce offerings while forgetting the value of their physical stores. They will need to bring their physical stores at par with their mobile and online counterparts. The convergence of physical and digital experiences (also known as \u201cphygital\u201d) will evolve rapidly. In this new world, brands will move beyond understanding how consumers engage with the brand to how consumers interact with the <\/span><i><span style=\"font-weight: 400;\">world<\/span><\/i><span style=\"font-weight: 400;\">; and then realizing how the brand aligns with the customer\u2019s view of the world. There will be an increasing focus on the context of consumer interactions: What are the consumers\u2019 pain points? What emotions are pushing them to buy? Why is the consumer engaging with a brand at this particular moment? What are they looking for? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, knowing the <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">when<\/span><\/i><span style=\"font-weight: 400;\"> of consumer decisions<\/span><span style=\"font-weight: 400;\"> will be mission-critical. Understanding the most important customer journeys and where opportunities exist will help a retailer maintain focus and have the greatest impact on the satisfaction of its customers and its own success. In-store experiences will become seamless extensions of the online customer experience\u2014you won\u2019t know where one starts and where one ends.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-human-touch-in-customer-e\"><\/span><b>The Human Touch In Customer E<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"xperience-transformation\"><\/span><b>xperience Transformation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As traditional retailers pivot to the new digital reality, they must also remember the human touch. Retailers of the future must make the store the center of their customer experiences but also leverage the scale of digital and the power of human connections. They not only need to be able to analyze tons of data, extract insights, and use them effectively but also master empathy and enact cultural change within their organizations and beyond. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the biggest mistakes brands and retailers can make in their customer experience transformations is not knowing where to <\/span><span style=\"font-weight: 400;\">expend effort<\/span><span style=\"font-weight: 400;\"> and how they can drive value for their customers. Therefore, in choosing where and when to invest in cutting-edge technologies, retailers must ensure consumers and their own employees are all on the same page. \u00a0To make the most of this store-level convergence of digital and human assets, they should also be open to up-skilling store associates, for instance. The store associate of the future (see an example of <\/span><span style=\"font-weight: 400;\">Hero<\/span><span style=\"font-weight: 400;\">) will thus have a new role to play. He\/she will not only have to be a trusted advisor to the customer but also be a brand champion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The winners in retail will be those that bust through age-old habits, embrace new technologies, and reimagine the very essence of customer experience and what it can do for the brand. For these retailers, the future will, indeed, present a plethora of exciting, new opportunities. This <\/span><span style=\"font-weight: 400;\">webinar from Vue.ai<\/span><span style=\"font-weight: 400;\">, featuring Forrester, talks about The New Retail Imperative in greater detail &#8211; do check it out!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Technology is growing exponentially and driving unprecedented economic change. In many ways, technology and digital have heightened consumer expectations, removed traditional barriers to entry and caused a seismic shift in shopping habits. The focus has shifted from point of sale to the point of experience. Today, there\u2019s no such thing as an \u201ce-commerce\u201d buyer. Retail\u2019s  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3028,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[18,200,79,180,197],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Experience: Intersecting The Physical And Digital | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"How is experential retail going to change customer experience? Read our blog post to know more. 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