Who really owns the buying experience?
By
March 15, 2017
Stephan Schambach is founder/CEO of NewStore
Experiences are the new common currency of shopping.
So when department store chain Barneys New York allows its customers to get up-close and personal with stars such as Drew Barrymore through their native mobile application, they are just doing what they have been doing well for a long time – turning shopping into an experience that goes beyond the mere purchase of an item.
Check it out
Consumers are demanding something more than just a sales transaction. They expect retailers to take the convenience and fulfillment capabilities of Amazon, the omnichannel approach of Apple, the me-to-me world of Uber and the visual social interaction of Instagram, and blend them into a consistently pleasing experience.
A few retailers are getting this message and are delivering it back to their customers successfully.
● Rebecca Minkoff is trying out instant pay self-checkouts in place of traditional cash register terminals
● The app from Lush allows customers to specify what mood they are in, and receive the attention that matches it
● Starbucks is now capable of sending out 400,000 variations of its promotional email, essentially guaranteeing a message that fits the particular individual to whom it is sent
These types of activities are the new beating heart of mobile retailing because technology enables more personalized customer attention than ever before.
No comments:
Post a Comment