Technological innovation: to enable hybrid, fluid and personalized experiences

[nurmohammadhasan0]

Designing more coherent and frictionless omnichannel purchasing paths, offering unique and memorable experiences that blend elements of the digital and physical worlds, designing personalized proposals based on truly sustainable processes : these are the ultimate goals of operators in the Retail market today.

While physical locations are being restructured to become experience ivory coast whatsapp resource centers through the inclusion of digital components (for example, augmented reality, such as interactive kiosks and touchscreen displays), the opposite is also happening: retailers are introducing physical functionality into the digital environment (such as apps to virtually view furniture in customers’ homes or to try on clothes).

These are all hybrid experiences , once considered experimental, that are becoming increasingly common. But sharing this double plane of reality is not enough: if 71% of consumers expect companies to provide personalized interactions and 76% feel frustrated when this does not happen (source: Vue.ai ), then the experience must also be useful and meaningful for that particular customer segment or, even better, for that individual user .

Personalization in Retail is the process of providing, through different touchpoints and different channels, a unique journey to each shopper. Personalization is based on a unified and holistic view of data : historical information and real-time intent of the shopper processed contextually.

The ultimate goal of personalization in retail—the culmination, so to speak, of marketing that aspires to one-to-one dialogue—is to make the consumer feel somehow irreplaceable, special, and emotionally connected.

Personalization represents in this sense the trend that encompasses all the others and the point at which innovation (technological and cultural) returns, so to speak, to the human element.