How digital technologies influence the retail sector

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How digital technologies influence the retail sector

The retail landscape has evolved dramatically over the last ten years.
This is a direct result of the global penetration of digital technologies.

Today, retailers must adopt new strategies to engage and retain their now “Omni-channel” consumers and embrace the “Phygital” concept.
Deloitte defines phygital as “Successfully using technology to integrate physical and digital experiences”.

Read more on Omni-channel

Consumers are using multiple devices to research, browse, and compare prices as well as purchase.

In a recent Digital Consumer Study, 50% of consumers said they have performed shopping-related tasks on their mobile phone in the past three months.
In order to reach these customers, retailers have to embrace digital technology channels.

Some digital technology strategies that have an immense impact on consumers buying habits are;

1. Website design
Retailers websites must be responsive across all screen sizes. Navigation must be easy to follow.
It’s always a good idea to allow customer make a wish list or save items when they are browsing. Update product listings regularly.

2. Integrated technology is worth the investment
Having a marketing or loyalty platform that integrates with an epos, website or app ensures an omni-channel experience for customers and gives retailers a broader more comprehensive view of their customer behaviours across different channels.

3. Loyalty platforms
Not only enable data capture, this enables retailers to understand, target, personalise and engage different target audiences.

4. Mobile technology while in store
Using i-beacons or allow customer access to free Wi-Fi while in store and send customers offers, discounts or notify them about in-store events via mobile while they shop.

5. Tailored offers and promotions
Modern consumers don’t want irrelevant offers and promotions. To truly engage customer use data to drive a personalised and tailored experience for customers.

Afterall, 22% of consumers are happy to share data in return for a more personalised customer service or product.

6. Social media as an influencer
85% of consumers state they have access to social media sites and 50% say they use social media to follow brands.

Retailers can use social media to create brand awareness and reach out to the customer but also content with customers emotionally.

Brands are using social media strategies and clever content marketing to connect with their audience. Using suitable bloggers and influencers to promote content can be a great fit for brands and their target audiences.

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