It’s hard to know which is the chicken and which is the egg in today’s evolving retail environment. Is consumer buying behavior being influenced by the ubiquity of mobile technology, or are consumer behaviors changing how companies design our devices and/or digital experiences to accommodate those behaviors?
In the end, all that really matters is that we live in a world of immediacy where information and communication are exchanged in real-time, and in the mind of the consumer, what they see, need and desire should be attainable with the same ease—regardless of technology or channel. Their experience must match—and ideally exceed—their expectations, and that requires acquiring and applying intimate knowledge of each customer based on individual behaviors and preferences to create a truly one-of-a-kind personalized experience.
Sound too good to be true? Not for those retailers who prepare for that elevated experience with agile technology and new processes that adapt to current and future customer expectations.
Rising customer expectations continue to rule the day
Customer-centricity continues to be the driver in 2018, and retailers who deliver a truly customized experience will create a market differentiator that will be hard to beat. Data from industry experts at BRP Consulting indicates that the following five customer centric trends will continue to shape the retail shopping experience in 2018 and beyond.
Disruptive technology is changing the experience
Customer familiarity and comfort with emerging technologies is growing with increased exposure in the marketplace. If innovation isn’t a strong component of your strategy, now is the time to become knowledgeable and incorporate technologies that will increasingly shape the retail CX in 2018 and beyond.
Greg Griffiths is Vice President of Marketing for Windstream, where he's responsible for driving the company's digital, brand, demand, channel, content, alliances, vertical and product marketing initiatives and strategy. Greg was previously VP of Marketing for EarthLink prior to their merger with Windstream, as well as VP of Marketing for New Edge Networks where he drove the company's strategic focus on retail; a practice he continues to lead at Windstream. Griffiths previously held executive positions with Eschelon Telecom and Enhanced Telemanagement. He is a graduate of Washington State University with a degree in marketing and has served as an adjunct instructor.
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