Retail surgery: How to use in-store tech to drive loyalty

In-store technology is rapidly evolving. Innovations such as beacon-equipped mannequins and Apple Pay are already being used to increase convenience, but could technology be an even greater contributor to customer loyalty?

“As consumers become more demanding, retailers should look more closely at how technology can better support their business,” says Ben Pring, co-director of the centre for the future of work at IT consultancy Cognizant.

“Disruptive digital technologies such as social, mobile, analytics and cloud technology are already becoming mainstream,” he observes.

By encouraging loyalty and offering customers ways to stay engaged, retailers can improve their in-store experience while simultaneously obtaining valuable data and customer insights.

“The right digital experience can reveal what customers are interested in, what products they like and even predict future preferences,” says Pring.

“By tapping into this data, companies can understand their customers better, react faster and anticipate new requirements to drive future growth strategies, both in store and online.”

For retailers, high consumer confidence and the opportunity to drive profits through innovation are increasingly linked.

Using in-store tech, retailers can understand a customer’s preferences and price point, ensuring they provide relevant offers.

Maintaining a high-quality digital experience in store as well as online could make the difference between remaining competitive and being left behind.