Retailers can leverage data to provide personalised services while automating checkout processes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 29, 2019, 2:41 PM GMT+0

However, stores should also have staffs to assist consumers whenever needed.   

This piece argues that though the burgeoning effects of technology have led to the cashierless retail stores, brands need to maintain a balance between automation and personalisation. Cashierless retail would enable easy and faster checkouts for consumers. But, a cited PwC research revealed that 75% of consumers would like more staff interaction as the technology advances.

Retailers can capitalise on transactional data generated from the mobile apps, used in cashierless stores, to provide in-store personalisation. Brands can further leverage these insights to build long-term buyer personas of their consumers and understand their shopping behaviour.

The author contends that customer service is necessary for retail environments and retailers can employ staff to assist consumers. Additionally, the interaction between staff and consumers can build buyers’ loyalty and affinity towards the brand.

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