Spurred by the pandemic, hybrid, tech-enhanced solutions emerged to address newfound safety and convenience concerns along the shopper journey, many of which you’ve likely encountered, and others that have flown under the radar. Leading brands and retailers began creating personalized and/or 1:1 solutions and services that have cemented their position as permanent touchpoints for providing consumers additional value.
From real-time access to support, to contactless mobile interactions, AI and live chat have created new opportunities for brands and service providers to elevate each interaction. Companies can then leverage collected recordings and data to generate new insights and iterate on their offerings. This will prove necessary in the prospective future, as a majority (73%) of Americans are planning major purchases after things ‘return to normal’ — from booking a vacation (36%) to scooping up concert and sporting event tickets (27%) according to The Great Awakening: A Year Of Life In The Pandemic. The Harris Poll, 2021.
“Customers are now overwhelmingly mobile-first, and they want utility at the press of a button: the ability to reserve, confirm, purchase, cancel, inform, entertain, and seek connections in an intuitive, personalized way” says Jonathan Bean, Sunch CMO. “They’re ready for these kinds of AI-powered conversations across channels on their mobile devices, and brands are in a high-speed race to provide all of these digital interactions and more.”
Within physical locations, mobile-first consumers can now interact with their surroundings in a touchless manner, while controlling their end-to-end experience. Evidently, the introduction of these new technologies and their accelerated production timelines have shifted the retail landscape, which is why navigating these new trends is of critical importance to integrate them into your business and stay ahead. As such, the PSFK Labs team has been tracking several trends that we’ve pulled from our latest report, Elevating CX Through Enhanced Connectivity, that we’re excited to share with you today.
How Remote Advisory Fills The Human-to-Human Connection Gap That Online Experiences Have Been Missing
To serve the hybrid needs of both the online and in-store customer, retailers are adapting by reconfiguring their showrooms into remote clienteling studios, where associates, stylists, and experts are able to virtually connect with consumers using the store’s infrastructure and inventory for styling and consultation support. These digital assistance programs can provide consumers with easy access to live, in-store associates via text, video and chat for expert advice, product guidance, recommendations and immersive, virtual showroom experiences.
Custom menswear retailer, Knot Standard, is inviting clients into its virtual showroom through its Digital Stylist Store. Mobile and desktop accessible, the digital store feature allows clients to communicate directly with a Knot Standard Style Advisor by appointment, while providing remote access to the retailer’s latest collections and curated recommendations.
Leveraging Technology To Create On-Demand Support, 24/7, 365.
Consumers now expect one-click access to service as questions or issues arise. Companies are using a combination of AI-enabled and human assistance to address in-the-moment needs through familiar platforms like chat, voice and video calls, making customers feel completely supported throughout their entire journey.
International supermarket chain Lidl is connecting customers with associates in real-time through the mobile messaging application, WhatsApp. Guaranteeing an answer within 30 minutes, the customer service feature is meant to help customers on the go, as they’re traveling to a Lidl location or as they’re shopping within the store.
Leave It To The Experts: Why Companies Are Hiring For Specialized Knowledge
As a way to add value to the in-person experience and further differentiate their offerings from competitors, many organizations are leaning into specialized expertise and personalized advice. This mindset aims to build valuable 1:1 relationships, offer unique experiences and provide hyper-relevant solutions or suggestions.
Shifting from a B2B to a B2C mindset, office furniture manufacturer Herman Miller deputed a collection of concept stores meant for consumers to trial the brand’s task chairs in person. Entirely focusing on seating, the stores soley feature chair designs, while ergonomic experts are on-hand to ensure customers are matched with a posture-specific fit and style. Along with in-person visits, the small-scale locations are offering one-on-one video appointments for customers to chat with in-store associates and receive personal recommendations.
Physical Spaces, Digital Gateways — How Mobile Empowers Brands to Reach Consumers Contextually
Mobile-first consumers increasingly expect a seamless hand-off between their on and offline activities, seeking tools that facilitate a seamless, personalized and convenient experience to get them to where they need to be. Contextual mobile apps function as gateways through which users can easily access a range of relevant functions at every stage of their customer journey, both online and within the physical world.
Providing its guests with direct access to its 9,000+ locations worldwide, Wyndham Hotels and Resorts’ mobile app showcases a personalized user experience that adapts to users’ real-time needs based on where they are and what they want to do. Within the app, guests can search for and instantly book with the nearest Wyndham hotel location based on their proximity by using the “Lightning Book” feature. An “In-Stay Mode” tool provides guests with access to relevant info, like check out times, stay details and suggest local attractions, which are updated throughout their stay. And along with in-app features, the app can be used to scan QR codes located within Wyndham locations to access location-specific restaurant menus, spa treatments and mobile concierge information.
Elevating the Self-Service Model With Robotics
Advanced robotics are changing the game for grab-and-go dining and vending that rely on pre-packaged items that aren’t always healthy or fresh. These automated solutions offer the speed and convenience of made ahead with the customization and quality of made-to-order in a small footprint that requires little to no human intervention.
With its acquisition of Chowbotics, a meal-making robot startup, online food ordering and delivery platform DoorDash is hoping to help its restaurant partners to expand their offerings. Chowbotics, which functions like a customizable meal vending machine capable of creating salads, grain and poke bowls, parfaits, cereals, and snacks, will be able to support restaurants’ influx of to-go and delivery orders, allowing for staff to focus on customer facing services.
Evidently, personalization and seamlessness are massive driving forces within retail and across industry, presenting as important topics to keep an eye on in the coming months. How brands and retailers connect with their customers has never been more important, and while there may not be one right way to do things, we hope these trends and case studies we’ve hand-selected have inspired you to see your CX from a different perspective. Whether you’re going for a high or low-touch experience, singular or omni-channel approach, be sure to keep a pulse on how companies are Elevating their CX Through Enhanced Connectivity.
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