How Retailers Are Using Data To Reconfigure The In-Store Experience

How Retailers Are Using Data To Reconfigure The In-Store Experience
Grocery, Convenience & Supermarket

PSFK researchers explore the potential of the data-driven Ambient Aisle to provide more personalized service to customers in stores

PSFK
  • 2 february 2018

If early reports are any indication, the first Amazon Go grocery store concept, which finally made its public debut last month, was mostly a success. Following in the online giant’s footsteps, it opens the door to new possibilities for other retailers to reimagine what shopping in-store can look and feel like, blending data and innovative technologies to create the ideal customer experience.

But the ability to simply walk into a store, pick an item and leave with that item being automatically charged to your account (all without the hassle of waiting in line for checkout) is just the start. By implementing data touchpoints throughout the store, retailers are now able to provide better service than ever before, including the ability to recommend products in real time as customers shop. At the same time, new advances in packaging are giving retailers and customers alike greater transparency about products themselves, including where the item came from and its contents.

These are important changes in the way stores are formatted, in large part because customers are increasingly welcoming the idea of retailers using their shopping history and preferences to help them make new purchases. According to data from Accenture, 75% of US and UK customers are more likely to purchase from a retailer that knows them by name, remembers their purchase history or recommends products based on previous purchases. PSFK researchers dug further into these trends and discovered even more examples of innovative retailers that are defining the idea of the ‘Ambient Aisle.’

WestRock
The packaging company has collaborated with Digimarc to produce IoT-enabled packaging that includes invisible barcodes covering the surface of packages. The IoT-integrated packaging helps CPG brands track products and also provides transparent information to customers, who can scan the packaging with their phones.

Kroger 
The supermarket chain is testing ‘smart shelves’ that highlight items based on the purchase history and preferences of shoppers who have the Kroger app open while shopping.

Moda Operandi
The online luxury fashion retailer re-launched an app created specifically to meet the needs of its core consumer by rethinking what it means to be a luxury shopper in a digital age. The user-friendly app allows clients to request a stylist to construct and suggest looks for them based on what is in their virtual closets. No matter what the size of purchase or purchase history, anyone can download the app and experience this level of customer service

By continuing to improve the ways in which customers receive services and access products, retailers are able to boost brand loyalty while at the same time collecting even more data for better in-store experiences and transactions. But the Ambient Aisle is just one aspect of the future of retail that PSFK researchers are dissecting. For even more insights, check out our recent research paper Capturing Data In Retail Environments.


Lead Image: Charisse Kenion | Unsplash

If early reports are any indication, the first Amazon Go grocery store concept, which finally made its public debut last month, was mostly a success. Following in the online giant’s footsteps, it opens the door to new possibilities for other retailers to reimagine what shopping in-store can look and feel like, blending data and innovative technologies to create the ideal customer experience.

+amazon
+apparel
+chat a researcher
+Compelling Packaging
+consumer goods
+Design
+Europe
+Fashion
+Frictionless Transaction
+internet of things
+IoT
+IoT
+Luxury
+Market Research
+mobile
+Mobile
+Personalized Loyalty
+retail
+technology
+UK
+USA

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