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The Customer Journey and In-Store Customer Experiences

The Customer Journey is the path taken by customers as they interact with the touchpoints belonging to a brand or store. This definition of the Customer Journey places consumers at the heart of the shopping experience, making them the most important part of the purchase process. This strategy’s main objective is to align all of the brand’s product and service messages with customer needs to improve and personalize their purchase experience.

As the Customer Journey passes numerous touchpoints en route to an in-store purchase, it’s important to adopt an omnichannel strategy. This allows businesses to coordinate the content seen by customers at those touchpoints in real time. Customers may go a long way before deciding to make a purchase.  They may consider buying a product after watching an ad on TV or being exposed to a banner, then receive an offer on their mobile that makes them think about it, and finally decide to make the purchase after seeing another ad on a digital screen in a store window.

Now, customer journeys transcend the online and extend offline into physical stores, as part of a centralizable and measurable whole. Thanks to tools like the Active Customer Intelligence Suite (ACIS) by Beabloo, we are now able to close the circle and unify all touchpoints into a single strategy. Never before have we had such a clear vision of the customer path to our product.

 

Digital and analogue advertising screens can now be located outside a store or in the store window. Intelligent digital signage has added value for brick and mortar stores, providing attractive, personalized content based on customer behavior. Anonymous behavior analysis is possible thanks to the combination of Artificial Intelligence, interactive screens, cameras and strategic store sensorization. Retailers can now segment and understand customer habits, paths around the store and the products they find interesting in real time, allowing them to make appropriate recommendations. In-store purchase experiences can be revolutionized by attending to their online and offline tastes and habits.

How do you create a bridge from online to offline? Screens can display a QR code that offers more information via customer mobiles. Smartphones make it possible to use online channels inside stores. Wi-Fi analytics examines the route customers take around the establishment. The Beabloo Wi-Fi Customer Insight tool improves knowledge of the customer journey by analyzing which online channels they have seen, their channel preferences and even whether they have visited the competition.

Content like banners, links to social media channels, or discount vouchers can also be sent to mobiles when customers are inside a store using Beacon technology. Beacons allow retailers to send personalized, perfectly synchronized messages that improve customer experiences, by sending them relevant content using automatic smartphone notifications as they walk around the store. The combination of dynamic digital signage and beacons is the best tool for attracting customer attention at a specific location by displaying relevant, personalized, content.

Beyond informing customers in the best way possible, stores of the future will gain a better understanding of their customers in order to provide unique experiences. Increased knowledge of customer journeys allows businesses to optimize the path to ‘I do’ for their products. Customers have to be involved to achieve brand engagement, meaning business has to entertain and interact with shoppers, so that they remember visiting their store above all others.

Integrated technologies like ACIS by Beabloo include tools that help achieve this. Lift&Learn is an interactive solution that’s changing purchase experiences inside physical stores and facilitating cross-selling. This technology is based on smart shelves and digital screens and involves customers with a brand by providing an interactive, attractive experience of key products. When a customer lifts a product, a screen automatically displays detailed information about it beside them. When a customer picks up several products, the screens show a comparison of the various product features.

We should remember that these tools are designed to improve customer experiences. Customers are now buying more online so we need to re-design the services on offer in physical stores to ensure they have a good experience and persuade them to visit. Empowering the buyer and offering services that will entertain them, will make them want to return. Stores of the future must be much more than automated establishments. They must provide a personal experience in which each shopper is identified, enters, collects what they are interested in and leaves. Technology gives us a better knowledge of the path customers take to what they want and of how to provide them with what they are looking for. It’s up to retailers to provide shoppers with a human experience that stimulates their senses and is something different. An experience in which the customer enjoys their journey.

Guiomar Fernandez
guiomar.fernandez@beabloo.com