In our last article, we saw that smart technology in the retail world did not represent panacea. It rather has to be considered as means to an end when the time of creating engaging consumer experience comes.
According to retail futurist Doug Stephens, in order to design true and surprising consumer experience, there needs to be an ingenious deconstruction and reconstruction of the existing experience, micromoment by micromoment.
That’s what Casper, a company renowned amongst the most innovative ones in the E-retail field according to Fast Company, did. However, technology here does not fall under a digital means, but rather from an experience that was completely reinvented thanks to a single mattress purchase delivered in a box. Consumers were conquered by this simplified buying experience and did not hesitate to talk about it on social media.
According to Doug Stephens, an unforgettable retail experience has to viscerally engage our five senses: sight, smell, touch, taste, and hearing. Why? Because they are able to create long-lasting memories.
That is the bet that deco and interior design company PIRCH made with its New York experimental commerce. Touch, smell, aesthetic . . . Every sense is activated when experimenting with appliances in their real life context.
The personalization of the experience is also a crucial vector. Let’s think about Eatsa’s completely automated concept. It is reinventing the fast food offer with its personalized healthy meals, roaring with success in the heart of Manhattan at lunchtime. The concept is simple: on the mobile app, the customer chooses every ingredient of his or her plate. In a couple of minutes, said plate is delivered in a mailbox-like installation displaying the customer’s name.
To sum up, technology is an inevitable part of our daily lives, constantly changing our behaviour as consumers. However, true retail evolution actually happens beyond technology. It resides in the capacity of a brand to create experiences that efficiently connect to the public, micromoment by micromoment, by integrating technology in an ingenious way. It goes without saying that brands have to be aware of the technological turn of their retail experience in order to identify the bearing elements and give their achievements the necessary investments and resources.
At SGM, we accompany many of our clients in designing their property’s retail experience. If you are at a stage of property retail experience redefinition, don’t be shy; let’s grab a coffee!