A decade ago, shopping and technology didn’t always intersect. But as shoppers consume advanced technology all day, everyday on their phones — at work, while running errands, commuting and more — the expectations around retail technology have broadened.
Technology has become critical in the retail industry as an increased number of retailers and products become available to shoppers. Retailers who utilize personalized tech solutions are winning visibility and making it easier for shoppers to find and purchase their products. Technology has since evolved a new breed of shoppers who expect a user experience with options, but most importantly simplicity when wanting to make a purchase. Customers expect similar experiences online to those they receive in store. With the addition of technology, retailers are able to provide more “real-life” options online.
Lean on the Power of AI
Artificial intelligence and augmented reality fall into that real-life category. There are also API solutions that can create super-personalized experiences for shoppers. Combining these technologies creates limitless possibilities for retailers to deliver engaging shopping environments.
Shoppers are overwhelmed with options when browsing online, so many retailers are using AI to create personalized landing pages targeting specific shopper needs. Reducing their options to just what they need is a net benefit to the shopper. When consumers are presented with fewer (but more targeted) items, they are more likely to make a purchase. It’s a win-win for both the customers and the retailers. Shoppers have a less frustrating experience and find what they’re looking for quicker, which usually ends in a sale for the retailer — driving loyalty and revenue.
With AR becoming more accessible through social media, consumers are jumping at the opportunity to utilize it for their shopping as well. Retailers are deploying AR for omnichannel touchpoints through their native apps. AR is capturing shopper attention and allowing product interaction that may have been lost otherwise. When shoppers are able to visualize how a product would look on their bodies, they are more inclined to purchase. Virtual try-ons have become a huge part of the online shopping experience through both e-commerce sites and social media.
API integrations allow retailers to quickly adopt the latest personalization technologies into their sites. This opens up shopping technology to smaller retailers — as well as retailers who are just getting started with advanced technology — by leveraging third-party API solutions to meet their innovation objectives. Retailers may have a ton of data, but they don’t always know how to use it. By implementing an API solution that utilizes infrastructure that’s already in place, they can receive organized data and use it to create more compelling user experiences.
As the future of shopping and technology evolve, we can expect retailers to look to their consumers for guidance on the innovations they crave. What may be relevant to shoppers today might not be relevant in five or 10 years. Retailers will have to continue evolving their technology and e-commerce offerings to keep pace with the changing retail environment. In our view, keeping tabs on social platforms — and the latest tech being adopted by consumers for entertainment on these platforms — will be pivotal in identification of future use cases within the retail landscape.