for stores – coffee shops and QSRs and other retail brands that rely on a steady flow of customers – the in-store experience is critical. Reinvent and reimagine by all means, but technology has to make it better, not undermine it, if it’s going to pay off.
The exciting thing about bringing IoT into the retail equation is it makes potentially complex customer service techniques like clientelling more accessible to the masses. In a nutshell it means making customer information available to associates so they can assist customers better – a perfect (and perfectly obvious) use of a platform like Plexure.
The data potential of smartphones and other devices already being used in stores is undeniable, and real-world retailers should make the most of them to create the experiences customers have come to expect. The real payoff comes from optimizing real-world experiences to make store visits more rewarding.
Given that we’d all appreciate a faster, easier, preferably cheaper shopping experience, but would also quite like to not put people out of work, are we OK with Amazon Go’s promise of a completely de-humanized grocery store? After all, retail jobs are among the top 3 most likely to be replaced by technology in the next 20 years according to The Economist. Do we really need to hasten things along? Is this a slippery slope down which we are about to be pushed?
It's probably not a stretch to say most grocery shoppers prioritize getting in, getting what they need and getting out. In this case, food retailers should be looking for ways to make shopping trips as painless as possible by personalizing experiences while helping customers to save money and time in-store.
Expanding your CRM with IoT means you can collect information on customers’ interactions with connected tech – not just report back on their purchases. When it comes to the connected store that means events that occur online, on mobile and other devices outside the store and inside the store itself.
At each stage of the customer lifecycle we should be using all of the customer, contextual and transaction data we have to design experiences that will not only bring people back to stores, but increase their value to brands in the long term. Optimization is the difference between sending a generic promotional message to all customers, and creating truly personalized marketing that talks to individual customers.
Current supports the digital energy and data infrastructure that gives retailers a 360-degree view of the shopping experience, and its partners' intelligent systems are revolutionizing the way marketing, loyalty and store operations professionals serve their customers.
As was highlighted by Plexure’s recent inclusion in the Deloitte Fast 50 index, while revenue growth has been ‘lumpy’, the net effect has been a truly impressive 1,625% growth rate over the past three years. We see this as further validation that our focus on Enterprise SaaS has paid off.
It makes sense for brands to be able to establish (or even influence!) emotions to increase marketing’s relevance to individual customers. With the explosion in popularity of the IoT in retail - and in restaurants - this has become a much easier proposition.
Today the reality is that the buying process is a series of events that take place across a range of channels; it’s very rare that a customer will only engage with you via one touch point. Each one of those events or interactions is an opportunity to gain valuable information about what the customer is looking for, when they’re going to buy, and the best manner in which to engage them. This is where IoT Driven CRM comes in.
Plexure's retail personalization platform now features on Microsoft's AppSource, "a destination to help business users find, try and use line-of-business Software as a Service (SaaS) apps from Microsoft and its partners."
Making decisions about what offers to personalize to which customers isn’t simple. There’s a huge number of variables to consider, and the more you account for, the better the results. So how do you work out the absolute best offer at any given moment, given the individual and their current context? Enter multiworld testing.
By using technology to support and enhance the in-store experience we get the best of both worlds; customers who get what they want via a frictionless experience, and stores getting visitors through the doors.
We're all about helping brands connect with customers, making every interaction the best it can be so everyone benefits: customers get bargains or get cool experiences; brands get more return visits to physical stores, or higher basket value from the people buying there, or better word of mouth and social cred. All that good stuff.
This infographic we put together with Microsoft gives a great overview of how bringing in real-time data to personalize customer experience is far more effective than traditional personalized campaigns which rely just on historic data.
The more data collected on an individual through various channels, the more insight brands have into what each customer wants, and the more experiences can be personalized to achieve the best possible results.
The really interesting question is not how quickly the Pokemon buzz will die, but what comes next? Where will connected experiences take us now that we’ve all had a taste? And which brands are going to pick up this proverbial Pokeball and run with it...
Plexure stands out at this show as the only partner talking about how to put the consumer at the center of the engagement, and leverage the existing digital investments inside restaurants into one seamless hub.