Retailers must strive to present consumers with this seamless experience across all devices and channels throughout the four-stage customer journey, and the new age of retail will need to incorporate metrics that measure in-store social sharing, brand buzz, engagement and, in time, ‘in-store-online-on-the-go’ customer behaviour interconnectivity. ![]() Many technological foundations have already been laid and developments are unfolding at an unprecedented pace. Whether AI is being used to offer product recommendations or to determine the optimal mix of media to best engage micro-marketing segmentations, science fiction is becoming reality. Meanwhile, the proliferation of AI technologies will revolutionise the customer and brand relationship. This behaviour is already rooted in many younger customers but current observations are just the beginnings of what retail futurists foresee. Using their smartphones, customers could take virtual tours of shopping destinations and stores remotely, watch videos and interact seamlessly with retailers and brands. For others, bricks-and-mortar stores may serve as open-houses, where the customer can get advice, touch the clothing and enjoy a free cappuccino. ![]() This transition may result in sensory-inspired, digital-playground, showroom formats with tethered stock and same day deliveries.Ī third of customers would not be put off from shopping in stores that displayed extended product ranges but only offered delivery of purchases. “Retail brands which can modify their business models quickly to be more digitally and experience-led will command a larger share of both spending and the attention economy.” In many ways, success will depend on providing meaningful customer experiences, where stepping into a physical store feels like a tangible extension of a digital environment. Retail brands which can modify their business models quickly to be more digitally and experience-led will command a larger share of both spending and the attention economy. As such, this article forms part of a wider piece of research focussing on the initial stage of the customer journey (stage 1 of 4: Awareness and Research) and covers a selection of issues concerning the future development of the customer journey here. In this article we focus on this question as we head further in the 2020s where technology is driving much of the disruption and industry shifts we are observing. Today’s customer journey for fashion is unrecognisable from a decade ago, and the key challenge for fashion retailing is the sophisticated use of technology, data science and the ability to create meaningful experiences for customers. ![]() How will the customer journey evolve for the fashion industry? The future of the retail customer journey for clothing & fashion
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