Retail marketers scaling digital experience as a new normal adaptation by shifting shopping facilities from shop to home. The retail market stages recovery by introducing e-commerce facilities with improved customer experience logic to stay available to their customers with faster mobile applications with fascinating rebates on purchases. Today the retail market is marching towards digital-first advancements in post-pandemic recovery.
The retail marketers are taking a bent towards blending the physical shopping experience with e-cart advantages to create a holistic customer journey. An independent survey conducted by Fujitsu comprising 200 ICT leaders from nine countries, published in a blog of August 2020 informs that nearly 64.2 percent of the respondents believe that online and physical retail are moving closer together. The survey by Fujitsu Global, an innovative IT services and solutions provider, shared few impactful thoughts on how the retail landscape is advancing as new digital change-makers-
- More than 70 percent of respondents affirm that digital transformation is essential for business success.
- About 73 percent have adopted or have moved towards- ‘buy online and pickup in-store’ experiences for the customers.
- Whereas about 77 percent of the respondents are offering real-time in-store recommendations via smartphones and digital technologies.
India too shares similar experiences with the country’s favorite retail brands. Krishnan Venkateswaran, CDO & CIO, Titan, shared their story on digital customer experience story amidst the COVID pandemic, which grabbed the attention of the media and publishers. Titan is a recognized brand for fashion accessories such as watches and eyewear, successfully pulled-off the offline-online blend.
Titan enabled a complete omnichannel customer experience by enabling digital interfaces like video consultation with store managers, real-time item shortlisting, and order pickup from the stores, to give customers a complete shopping experience. Venkateswaran adds, “We are fostering digital engagement with customers to the point where it really delivers an experience as close to the enjoyment of a face to face interaction with the actual product.” Venkateswaran also said that soon Titan will embrace a few more integrations like virtual try-on for bridal jewelry portfolio, to top the digital experience with a touch of personalization.
Zinnov, leading global management, and strategy consulting firm, in a recent study -Digital Engineering in Retail, published November 2020 goes deeper into trend analysis for the market. According to Zinnov estimates, the retail sector alone has invested in 3 years' worth of digital transformation within a span of 6 months in 2020. Pari Natarajan, CEO, Zinnov, adds, "With the Retail sector undergoing a transformational shift, India is poised to be at the forefront of the ongoing digital acceleration, with 3 levers propelling it ahead - a market with the potential for massive growth, a vast pool of skilled digital talent, and a rich ecosystem of emerging and established players”.
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