Successful retailers are incorporating real-time customer feedback into frequent product and software updates.
As the modern shopper’s expectations and standards continue to rise, retailers no longer have the wiggle room to make tiny mistakes or skate by unchanged. Shoppers today expect experiences that align with the smart technology they are already using, and they expect rapid and personal customer care responses in real-time.
Instead of feeling inadequate next to big industry players, retailers should lean into change, and embrace new windows of opportunity, adopting innovative solutions that other retailers haven’t tapped. The industry is at a tipping point, and retailers of all sizes can affect change by leveraging the right technologies and customer data to make informed decisions, and become equalizers in the retail sector.
An example of a retailer leading the space is Nike — a global retailer that has lots of in-store foot traffic. In 2018, Nike launched “Nike House of Innovation 000,” their flagship store that incorporated a bundle of new solutions for streamlining in-store shopping. One of the most popular is their mobile checkout, which allows shoppers to check out without standing in line or even speaking to a Nike employee.
An example of this is legacy brand Ralph Lauren’s decision to launch their own coffee blends and coffee shops in New York and Asia. Even though Ralph Lauren has been around for decades and is prominent for their clothing — they rolled out luxury coffee blends which can be bought online and in select stores, which complements their long-standing brand nicely.
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