Thanks to emerging technology and its innovative applications in retail, remote consumer experience across many aspects of the shopper journey had gained momentum even before the global crisis and stay-at-home restrictions of 2020. Now, as the industry adjusts to a new normal with more people than ever before shopping, working and socializing from home, exciting opportunities and creative strategies are emerging for brands and retailers to reach, engage, and serve consumers from afar—in many ways, allowing for enhanced experiences and even greater convenience and customer satisfaction.
This research paper explores how innovative brands, businesses and service providers are helping meet consumers’ most pressing needs and desires remotely, examining virtual ways to go to market, provide on-demand support, offer informational resources and healthcare service, and enhance delivery for skyrocketing online ordering—all in ways that keep communities, consumers and employees safe during a time of uncertainty and heightened concern.
This paper is part of the series “Innovating In Crisis,” which dives deep into the innovations driving business strategy, consumer experience and community support during challenging times.
Published June 2020
Meeting the demand for speed and immediacy by using the physical store and other convenient locations to fulfill online orders and facilitate a hassle-free return process, meeting consumers on their own terms and adapting to their ever-changing set of needs through flexible pickup and delivery options.Anticipatory Support
Retailers are applying machine learning and data aggregation tools to anticipate consumer behaviors and needs based on situational or emotional contexts and provide service or product recommendations. This includes using data generated by mobile apps to create a unified view of a member's shopping behavior and preferences, as well as leveraging RFID and other technologies to detect items that shoppers are interacting with in order to target shoppers in the moment and drive incremental retail sales. It also encompasses taking targeted advertising offline with recognition technologies that allow brands to pinpoint and deliver the most relevant ads to specific connected consumers near physical point-of-purchase.In-Step Engagements
Promoting product awareness by creating playful OOH engagements that intersect with consumers during their daily routinesRetailtainment
Building connection through educational content that helps shoppers get the most out of their purchases while positioning the brand as a trusted expert, blurring the line between media and commerce. This includes shoppable shows that turn product launches into broadcast events, allowing consumers to shop in real time and facilitating conversations with a brand community.