In recent years, Brazilian retail has undergone changes, driven mainly by technological advances. Thus, the way to consume and market products advanced to the stage we now call retail 4.0. This concept is used to designate the new store model, which combines digital trends with the real world, to enhance the shopping and customer relationship experience.
When we talk about improving the experience, we are referring to the convenience and agility in the processes. Consumers today aren't just looking for a quality product, they want to learn, see, touch, feel, experiment, choose, have fun, compare, get recognized, take the product, rate, critique, enjoy, compliment and recommend, or that is, be 100% of the time, protagonist of the buying process. And for that to happen, the digital medium is used as an aid channel, and the physical store as an experience enhancement medium.
This market behavior, which merges online and offline, is called by phygital (“physic” and “digital”) experts and has been “forcing” companies to see the obvious: when the customer makes their purchase of integrated across multiple channels, profits increase.
This model came to change the retail value proposition itself and to establish a competitive differential in the market, using technologies to speed up the gathering of information from its audience. By understanding customer habits, your company can identify which means they use to shop.
The percentage of sales over the internet is increasing more and more compared to sales in physical stores because people hardly go out of their way to go after a specific product. To apply Retail 4.0 you need to remember the two trends of this new business model: technological and behavioral.
Technology is thinking about promoting product use experience, improving customer interaction and possible strategies for offering the right products to the right person at the right time. Already the behavioral, focuses on sharing. Increasingly, consumers are concerned about social and environmental issues. That is, people want access to information, not ownership of any worthless product.
How to apply means that enable your business to enter retail 4.0!
In order to obtain personal information from your consumer, with their consent, you must be transparent and establish relationship policies to continuously collect and analyze their lifestyle. Here are some examples that can be applied to your business to make this data collection easier:
Self-Service Totems: Offer your customer the ability to record their experience at their establishment using a satisfaction survey totem. However, do not use older form templates, there are Gamification media that can be used in this process.
Wifi: Offer it for free, but ask for a subscription in return. Through this registration you can structure a loyalty program, sending offers and promotions, for example.
Beacons: These proximity devices emit bluetooth information on registered smartphones. With this feature you can identify a customer by recording their actions at the store, how much time they spent inside the store and what they bought.
Heat-Sensing Cameras: Most commonly used in shopping malls, stores, markets and airports, it can map the path consumers have taken when entering the store and where they have stayed the longest.
Geolocation app: Enter a property and receive notifications with product information and offers of the day. This example is often used at airports to inform users about boarding areas, cafes, and airline counters.
In the end, what is expected is that the customer is satisfied with the purchase made and has in the end, had the best experience possible within your establishment.