In 1979 Michael Aldrich connected a modified domestic television set to a real-time transaction processing computer, at that moment he invented online shopping. And while the online shopping experience has steadily improved ever since, the most visible shift for the Retail industry might very well be taking place now in the store. A recent article by Kelsey Lindsey of Retail Dive states, “The traditional idea of brick-and-mortar is dead.” So what does this mean and what does the in-store shopping experience look like moving forward?
Strangely enough, look no further than your desktop, tablet, smartphone or any other digital device to get a glimpse of what tomorrow will bring for the offline shopper. Technologies such as digital signage and mobile POS systems have already changed the offline shopping experience. Next will be a brand’s ability to link the offline and online shopping world through advanced data analytics and personalization strategies to truly engage the shopper across all channels.
The in-store shopping experience of the future, which is beginning to reveal itself today, extends the customer relationship far beyond the checkout line.
The BaynoteONE CXP (Customer Experience Profile) is the very latest in a new generation of technology solutions aimed at giving Retail brands the ability to stitch every customer interaction (whether captured offline or through online engagement) into a single Customer Experience Profile. The result is a real-time collection of powerful data and never before available customer insight. Companies can now utilize in-store data to drive intelligent online interactions and online data to empower personalized in-store experiences. The convergence of the digital and traditional shopping experience has officially begun and I can’t wait to see what’s next.
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