- Retail management consulting firm BRP released its 2019 Customer Experience/Unified Commerce Benchmark Survey and located 55% of outlets are concentrated on optimizing the buyer experience to increase customer loyalty with tactics including enhancing the mobile shopping experience and developing a unified experience across all channels per an announcement.
- The survey also learned that 45% of shops will begin to use artificial intelligence within 36 months to improve the individual experience.
- In the press release, Perry Kramer, vice chairman and use lead at BRP, described the individual experience in unified commerce as more complex versus pure e-commerce or brick-and-mortar retail environments adding the complexity “expands exponentially” as technologies including social media marketing, the net of Things, (IoT), artificial intelligence and machine learning change up the retail sector and it is customer journey.
A significant amount of local store closings thus far in 2019 suggest troubles brick-and-mortar merchants face as e-commerce keeps increasing. Back then, there are also signs that innovate technology like AR, AI and shoppable social is assisting some segments, like beauty, buck the broader downward trends.?
The unified commerce customer experience highlight by BRP suggests one of many challenges facing traditional retailers, that’s being forced to provide expected in-store experiences like with the ability to physically examine merchandise and get connected to sales associates together with unique and personalized e-commerce shopping engagements which can be now expected by so many consumers. Even though many retailers happen to be active in e-commerce to varying degrees,?they’ll ought to adopt newer technologies to settle up-to-date with consumers’ expectations.?
BRP’s Kramer framed next-gen technology as exponentially expanding the complexness of retail, suggesting a big issue retailers could face to come may be the learning curve designed to coincide while using maturation of emerging tech like AI, the device learning subset of AI and in some cases the proliferation of IoT devices. While technology is usually a origin of complexity, it is also quite likely going to end up being the future method for troubles facing retailers transitioning to the unified commerce customer experience and journey.