CX & TECH in RETAIL

Enrique Martínez

As stated before, the fashion industry is undergoing significant change at the hands of the digital revolution. With more consumers now attracted to the convenience of mobile and online shopping, the pressure is on bricks-and-mortar retail stores to find innovative ways to leverage technology to enhance the in-store customer experience.Therefore, these news technologies not only improve the company's benefits, but also improve customer experience attracting more people to physical stores where they get total control over their shopping time.

NEW TECH APPLIED IN RETAIL:Big Data – collect enough info to get to know better your customer and therefore offers directly the are looking for. Also it allows to the company to be more accurate on forecastings.Augmented Reality – it’s more a gaming factor to attract the customer into the physical stores and producing an unique experience.Contactless shopping – will avoid wasting times to one of the most important painpoints (payment).Live-chat service – allows chats in real-time to resolver any possible problem the customer might have. 3D printing – will allow customer to personalize their products as much as they prefer.

Zara has been recently one of the first mainstream retailers to launch an AR app, which is designed to bring clothes to life in-stores. By pointing cameras at sensors installed in windows, users of the app can see virtual fashion models strutting their stuff. Other AR imagery includes mannequins moving around and showcasing the brand’s new Studio Collection.They also offer the chance to pick up something you ordered online, just scanning the QR or pin code given to you in your email receipt and a robotic arm behind-the-scenes will give you the in seconds. Also offer the opportunity of a self-checkout area with a system that automatically identifies garments being purchased.