In previous articles we have provided an overview of what Retail 3.0 is – here – and the key technologies for this revolutionary new ecosystem – here.
Do you really know your customer?
But first, let’s talk a little about who this customer is. How would you define it? I often use an analogy for this: today’s retail customer is an eel. While you think you have caught him through one channel, he has already escaped into another.
If you go after him on this new channel, you’ll see that he’s already on two or three other channels. He is everywhere. And a merchant who wants to serve you well, who wants to truly call you “your customer”, will have to be aware that he is no longer dealing with a particular store, but with the chain as a whole.
But watch out for the trap. It’s not about simply betting on a multi-channel strategy, but about an approach that actually begins to focus on the customer. As we said in the first article, there is no longer an abstract customer buying journey and it becomes important to know the specific buying journey of each customer. The effectiveness of the strategy basically depends on how willing we are to use disciplines such as Data Analytics and Data Science/Engineering.
Regardless of the number of channels, but one view of the customer
The fact is that the methods of contact with the consumer have increased many times, and thus the need for integration. We can’t think about channel isolation, because every time a new one pops up – have you heard of the rise of live trade?
And sales within electronic games?
Everything must be interconnected so that, on the one hand, the consumer has a differentiated shopping experience, and on the other hand, we can intelligently identify their shopping habits and desires and offer them the products and services that interest them most in the right way. time..
Let’s see who took the lead and what results the companies are achieving?
Future Group (Easyday)
Future Group is an Indian retail and fashion holding company. It has popular supermarket chains such as Big Bazaar, Brand Factory, Central etc. As part of its Retail 3.0 strategy, it has launched a neighborhood food and convenience store network called “Easyday” which is powered by local communities and offers a modern and personal shopping experience to its members. .
There are currently 1,200 Easyday stores, and the company plans to have one store within two kilometers of every Indian consumer. These small stores have approximately 3,500 SKUs of daily necessities and essentials, as well as a virtual marketplace with unlimited variety.
Each “Easyday” store is only available to its members and only 2,000 members are initially allowed per store. The idea is to provide a personalized shopping experience to its members.
Future Group has installed various IoT sensors in these stores. Door counters, shelf weights, motion and parking sensors, Wi-Fi tags, and even user mood sensors collect data that is used to create a persona/member profile to provide a more personalized experience. Members can easily order through various channels including chatbots/Messengers/WhatsApp, voice recognition system, apps and websites.
The Chinese e-commerce giant is rapidly expanding its offline presence in the brick-and-mortar retail space. As part of its Retail 3.0 strategy, Alibaba introduced a new supermarket brand called “Hema”.
This network mainly focuses on fresh food, including seafood, vegetables and fruits. Hema stores also have their own kitchen with chefs and a dining room for 50 to 100 people. Customers can pick their own seafood, send it to the on-site kitchen to be cooked, and enjoy it in the dining room. Customers can also scan a product’s barcode using the “Hema” mobile app and find out the product’s origin, delivery and nutritional information.
In addition, Hema has a mobile app capability that can suggest similar products based on scans made by customers. Hema stores also work as warehouses for online orders. Customers can pay using their smartphones or through facial recognition kiosks. These kiosks will scan your faces and link them to your Alipay accounts to complete the transaction.
In business for nearly two years, the Hema chain has already reached daily sales above 800,000 yuan ($116,500). In addition, online and offline shoppers at Hema spend an average of 575 yuan per month, compared to less than 300 yuan for exclusively online or offline shoppers.
Amazon Go – “Just Walk Out” shopping experience
The Amazon Go concept is already known in Brazil, but it’s worth checking out. The network offers customers the option of purchasing products in physical stores in person, rather than through a website. No need to log out. The stores work with the Amazon Go app, where customers go to the store, pick up the products they want and leave without any problems. The entire process is performed by the application.
This “Just Walk Out” technology can detect when products have been picked up or returned to the shelves. It also tracks the products in the customer’s virtual shopping cart. When customers leave the store, their Amazon account is debited and they receive a payment confirmation.
Amazon Go uses a combination of cameras, IoT sensors, AI/ML, computer vision and data collected from a variety of sensors to ensure customers are only charged for the products they buy. The computer vision issue appears to indicate that cameras are being used in the store to track customers.
The biggest retail innovation of the next 30 years?
Some analysts say that Amazon Go is a good representation of what Retail 3.0 is. In this sense, they emphasize that we are experiencing the first movements of a new cycle of retail innovation that should shape the industry for the next three decades.
Also, according to them, perhaps the main driver of this new cycle is the fact that customer expectations are at the highest level. All the research has always shown that even if you deliver a positive customer experience nine times out of ten, that one time you don’t can be fatal. But a recent study by PriceWaterhouseCoopers, summarized in the Future of CX report, which surveyed 15,000 consumers, found that one in three customers leave a brand they love after just one bad experience, while 92% leave the company entirely after two or three negative interactions.
Therefore, more than ever, the only way to ensure these expectations are met is to use data science and engineering wisely.
With ever-increasing consumer demands and digital advancements, the current need for retailers is to reinvent and redesign the retail industry with Retail 3.0. There has been a paradigm shift: the physical store versus online store debate has emerged and the need for digital engagement and continuous customer experience management has emerged.
We hope this series shows that digital transformation – driven by solid data science – should be at the heart of every strategy and business model.
In the next article, we will talk about one of these models that is proving more and more disruptive, live commerce, and start a discussion about the most important metrics for Retail 3.0. Until then.