Why interactive solutions are the key to a revolutionary customer experience


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In today’s fast-paced world, consumers expect instant gratification and seamless experiences when interacting with businesses. This is where omnichannel and interactive solutions come into play – they offer a revolutionary approach to customer engagement that can significantly boost a company’s bottom line. A survey in 2022 found that ‘nearly half of shoppers welcome in-store technology if it enhances the customer experience and mimics the online experience’.

Interactive technologies provide increased engagement from potential customers and play a key part in personalisation, data insights and a smooth online and offline experience. Using interactive solutions is mutually beneficial as it allows for an engaging and convenient retail experience for the customer while providing brands with data that can help improve the experiences even more.

Interactive technologies and data insights

Many well-known brands are investing in interactive technologies to improve their in-store experience and leading the way to the future of shopping.

By leveraging interactive technologies, such as virtual reality or augmented reality, retailers can create immersive experiences that engage customers on an emotional level. For example, a fashion retailer can use augmented reality to let customers virtually try on clothes or the recent rise in interactive vending kiosks which provide a unique experience for every customer according to their needs.

Interactive technology can also provide insight about the customer and enhance their shopping journey but equally it is an opportunity for brands to show their values and ensure that the customer is familiar with their offerings.

However, all this data is no use without leveraging it correctly and using the analysis to improve the way customers shop. And what is the best way to do this?

Personalised experiences

Personalising customer journeys through data analysis is the best way for retailers to provide a unique experience. Shoppers have different behaviours and patterns and personalising this experience not only helps customers have an easier set of choices to make, but helps the retailer avoid spamming uninterested buyers. But how do interactive solutions tie into this?

Interactive solutions enable businesses to personalise their messaging and communication with customers, based on their preferences, behaviours, and past interactions.

According to a Mckinsey report from 2021, personalisation is a key aspect to shopping with personalised music and a feeling that the brand knows the customer as well as a ‘close friend’ or even a ‘personal stylist’. This hyper personalised scenario was predicted to come to fulfilment by 2030 but with the advancement of technology and customers enjoying a personalised experience, this may need to be reality sooner than forecast.

Omnichannel convenience

Omnichannel retail allows a brand to be flexible in their offering while providing a convenient and smooth experience for the customer.

By creating a seamless and personalised experience across various channels, leveraging interactive technologies, and gaining valuable data insights, businesses can deliver exceptional customer experiences that drive loyalty and advocacy. And what better way to do this than use interactive solutions to integrate the whole online and offline journey?

A 2022 report from Bazaarvoice highlighted that retailers prioritise feedback from customers when it comes to omnichannel implementation. Customer insight really is key to improving omnichannel capabilities and interactive tech in-store can be a great way to collect this feedback. Another key insight from this report was the gap between Europe and North America when it comes to omnichannel. UK and France retailers said they had not mastered the balance in this area. This shows the need to improve the way omnichannel is currently being implemented.

The way forward

With the integration of the physical and digital world coming to a head, it is vital to ensure that digital assets are also found in-stores. Nowadays, it is difficult to name a store that does not have a form of digital signage or interactive solution within its stores.

In fact, it is so common it has become the norm so to stand out from the crowd, retailers must ensure their tech in store is unusual, spectacular or entertaining. Personalised experiences, new technologies and omnichannel are significant ways brands can enhance customer experiences in stores and truly make shopping an enjoyable and smooth experience. Whether it’s augmented reality or a screen with personalised preferences, you will be seeing a lot more interactive solutions.

Alexios Blanos
Alexios has over 15 years of experience in Digital Engagement solutions and Global deployment. He covers a wide range of vertical markets and supports local and global brands to define their Digital Customer Journey strategy by bridging physical space and digital together. In the past he has delivered digital experiences for brands like Giorgio Armani, United Colors of Benetton and EE that have been recognised within the industry and award winning (POPAI, DBA, Retail Week).


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