Adopt experiential retail amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 19, 2021, 4:01 AM UTC

IoT-enabled sensors allow consumers to unlock relevant product information from mobiles based on their location.

Brick and mortar stores accelerated digital transformations and integrated specific tech-led operations and infrastructures, as they pivoted towards ecommerce during 2020. PSFK’s recent study reveals trends followed by leading retailers to provide value-added services, create opportunities for experiential engagement, and differentiate customer experience (CX).

A fluid approach was implemented to integrate new modes of shopping and operations in retail stores. With mobile and IoT technologies merged, like Amazon’s Dash cart, flexible layouts, checkouts and customer services were made available. Retailers integrated digital media and VR tech to enable digital try-ons.

With mobile devices taking centre stage in consumers’ daily lives, physical stores synced branded apps and social platforms to offer experiential retail experiences. Moreover, local fulfilment networks were created with “vendor-experts” to offer nano fulfilment to effectively serve consumers.

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