Improving The Retail Customer Experience With Technology

 How can retailers use technology to enhance the shopping journey? Technology may have the potential to complicate a retail experience, but technology can also improve the customer journey. At the height of the pandemic, companies were forced to take a good look at how they could adapt without traditional in-person, brick-and-mortar shopping. At Rebag, the luxury resale platform I founded, we regularly question how we could improve and elevate the customer experience through technology.

Develop Technology That Could Be Useful To The Customer

When I started Rebag, I worked with our team of engineers to develop the Clair—an acronym for ​​Comprehensive Luxury Appraisal Index for Resale—Technology Suite. Several tools within the Clair Technology Suite facilitate the Rebag customer journey. Instead of waiting for a human to appraise a luxury item when they’re looking to sell or trade with Rebag, they can go to Clair for an instant appraisal. Through Clair AI, one part of the Clair Technology Suite, customers can submit photos of the item they want to sell or trade and receive an instant offer. The Clair Technology Suite is also beneficial for anybody curious about the value of various luxury accessories they own. Other examples are Meta, which developed algorithms that provide customers with advertisements for products they’re likely to buy. Several companies, like Macy’s, Rent the Runway and Saks Fifth Avenue, use a Fit Predictor tool so that customers can accurately estimate their correct size.

Provide Content To Educate And Entertain Customers

Hodinkee, which started out as an editorial platform catering to watch enthusiasts, is one of the best retail content sites. It introduces customers to the newest watch releases, educates them on a timepiece’s history, and shows the specific watches worn by celebrities. Ssense publishes its content on the homepage, taking more of an editorial approach as an educational tool through fashion editorials, designer interviews and cultural content that appeals to their consumers. At Rebag, a lot of our customers want to make an educated decision before committing to a high-priced conversion, so we have The Vault, which provides customers with in-depth histories on specific styles and designers, street style images for fashion inspiration, size guides, so that our customers can pick the suitable sized bags for their needs, and articles on the best items for investment. We also offer service-oriented articles that tell people how to care for their handbags and store jewelry for travel.

Capitalize On The Power Of Social Media—In An Authentic Way

We all know at this point that social media platforms such as Instagram, Pinterest and TikTok have the power to successfully market items to consumers, but make sure to use social media in the correct way. Showcase content that aligns with your brand, and select influencers who make sense for your brand. Don’t select an influencer simply based on their following or because they’re a celebrity. Social media can introduce new customers to your brand and engage them, and it serves as a platform of direct communication between brands and consumers.

Apply Technology To Brick-And-Mortar Locations

One company that is doing an excellent job at applying technology to brick-and-mortar locations is Nike with its House of Innovation 000 in New York. Set across 68,000 square feet and six floors, customers can use a variety of technology-geared features, like self-checkout, selecting clothes for their dressing room, and customizing their sneakers through the Nike app. Rebag offers a Clair Bar where customers can get an instant quote for selling and trading their used luxury bags, as well as iPads that allow customers to search for educational and investment information about specific luxury products.

Virtual Appointments Allow For A Personalized Experience Online

Nordstrom, Stitch Fix and MM.LaFleur each offer virtual stylists to help customers with the decision-making process that’s both personal and intimate. During the pandemic’s peak, customers were unable to visit retail stores in person, so Rebag also implemented a feature that offers visitors the opportunity to consult with a stylist to help make informed purchasing decisions, walk them through the items in which they are interested, or to discuss a need for a particular event or outfit.

Live Selling Lets Customers See Merchandise Up Close

Live selling is another new addition to the retail experience that allows customers to virtually see an item up close. Retailers like Net-a-Porter, Louis Vuitton and Tommy Hilfiger select knowledgeable hosts who show select items in detail, discussing their selling points and how to wear the item. Customers can also ask questions in real time.

Experiment And Engage With Web3

Although we’re in the early stages of Web3, retailers are looking at the ways Web3 can enhance the customer experience, whether through NFTs, virtual outfits or virtual experiences. It’s a way to market to a demographic that might otherwise not be interested in your products. While we don’t know what’s going to stick in terms of Web3, it’s good to experiment early on so you won’t be left behind.

Technology allows customers to have seamless retail customer experiences in a number of ways, whether simply by ordering items online, or providing more information and services to customers through technology. While you don’t want to overcomplicate things and potentially confuse consumers through tech, it’s a good way to experiment and see what types of products catch their attention. Think about how tech makes sense for your business, and how it can provide services to enhance the customer retail experience.

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Article resource: https://www.forbes.com/sites/forbesbusinesscouncil/2022/11/03/improving-the-retail-customer-experience-with-technology/?sh=255ff9872def