Retail isn’t just about buying. It’s about feeling understood and building emotional connections. That’s why thriving retailers create experiences that stand out — experiences that are in sync with the customer at every moment on any channel. And they do it with data, content and AI — all focused on the customer.
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Artificial intelligence has been hyped like no other technology. But the reality in retail is less starry-eyed. New research from Forrester finds that although a select few retailers are getting ahead in AI, most are still nascent at best. In fact, 64% of study respondents viewed AI as “too complex to consider."
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There’s a gap between the personalisation consumers expect and what most retailers can deliver. Discover how leading retailers are closing the gap realising personalisation at scale, from automated content creation to real-time contextual relevance.
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According to recent Forrester research, experience-driven retailers are 1.6x more likely to have seen increased customer advocacy and 1.8x more likely to be leaders in brand equity metrics. And these are only two of the many measures of success where these experience leaders are winning.
"Our digital transformation effore were triggered once we realised that our customers were at a level of digital maturity where they stopped differentiating in-store experiences from dot-com, and vice versa."
Pawan Verma, Executive Vice President, Chief Information and Customer Connectivity Officer, Foot Locker
A few years back, Foot Locker shifted its focus from transaction value to customer journeys. Since then their transformation agenda has covered the gamut — uniting technology and data, adopting agile processes,altering internal culture, even changing the type of person to hire.
Retail customers don’t want to be sold. They demand to be treated as individuals. Everything must be effortless. They demand to be cared for and empowered in every interaction, online or in-store. But this requires the right technology and data, insights from real-time shopping behaviours and the ability to personalise shopper experiences based on that insight.