TechBytes: Three engagement takeaways from Shop.org

9/17/2018
As more companies rethink their digital engagement strategies, they are opting for practices that can streamline shopping journey, and personally engage shoppers before, during and after the shopping experience. Industry experts discussed this new level of personalization during Shop.org, held in Las Vegas, Sept. 12-14.

Here are three takeaways from the show:

• Remove friction. Customers can interact with more than 70 touchpoints over 79 days before making a single purchase, according to Kiran Mani, managing director, retail sector, Google. This puts retailers in the hot-seat to present the best product assortment when their customers are ready to make a purchase. Companies can engage customers faster and drive purchases by removing friction from the online browsing and buying process.

As a case in point, Mani pointed to J. Crew. With more customers using the apparel retailer’s mobile channels for example, the retailer needed to ensure it was offering the easiest shopping experience possible. By deploying Google’s mobile checkout solution which auto-loads the user’s name, and payment and shipping information, J. Crew slashed a 22-second process to three seconds.

“By auto-loading these details, the company reduced 75% of friction speed, and created a faster, better experience,” Mani said.

• Transition from “information” to “assistance.” As customers adopt more digital touchpoints in their shopping journey, the path to purchase is growing more complex. However, shoppers still want retailers to provide them with tailored merchandise, offers and recommendations throughout their journey.

The good news is with every customer interaction, retailers gain another digital fingerprint that gives them more insight into their shoppers’ behavior and preferences.

“Now retailers need to use this information to stay one step ahead of the customer and assist them when they are ready to make a purchase,” explained Mani.

By applying these digital details to artificial intelligence (AI) and machine learning algorithms, retailers can begin to use customer data to decipher their needs and present more appropriate options. This includes more relevant product information and recommendations, as well as deals that could influence — and assist — the shopper as she makes a purchase decision.

• Don’t discount the value of “human emotion.” Clearly, predictive tools supported by AI and machine learning can help retailers understand their customers more intimately. However, technology isn’t a replacement for the personal engagement that associates can offer.

Savvy retailers understand that store associates are their brand ambassadors. As a result, many are giving them the necessary tools to step up in-store customer engagement efforts.

For example, CVS Health’s 30,000 educated medical professionals has access to the CVS Pharmacy Rx Savings Finder, an integrated tool that enables pharmacists to evaluate individual prescription savings and review opportunities with customers right at the pharmacy counter. The solution reviews a patient’s prescription regimen, medication history and insurance plan, helping associates create a plan that gives customers access to the medications they need, and an easy-to-follow schedule.

“The power of ‘human touch’ is not about an app or solution,” said Kevin Hourican, executive VP, CVS Health, and president, CVS Pharmacy. “It is about using technology to empower our associates to improve our customers’ education and awareness.”
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