Podcast: Using data to shape the shopping journey
Technology is an enabler for innovation, but retailers shouldn’t adopt tech for the sake of tech. “Winning retailers need to be experts at how digitization impacts their business model,” Kahn says. Bransten agrees, adding, “It’s not just data. It’s actually the signals from the customers about what they want, what they need and how you can be a better retailer for them.”
The mobile experience is the glue between the online and in-store experiences, strengthening the need for an interconnected omnichannel strategy. Customers are guided along personalized “engagement journeys” powered by AI, but Bransten notes that it’s important to be wary of the line of “cool versus creepy.” How do you appropriately personalize the experience for each customer? “That’s the secret sauce for the retailers that are really winning,” Kahn says.
Listen to the episode to hear how “the endless aisle” is opening new doors for customers. For more great stories from NRF 2018: Retail’s Big Show, check out the recap .