How to harness the power of new digital technologies?
The coronavirus pandemic has forced all companies to reassess what role digital plays in their business. Technology has never served a more vital role in keeping businesses afloat and ensuring we can stay connected as humans. It, therefore, feels more necessary than ever to ensure that digital is not simply an in-store add-on or gimmick, but serves a real function and is engrained in the retail strategy. Furthermore, when used correctly, the digital tech should not be something cumbersome that creates more work for sales staff, it should enable human-to-human interaction by freeing up their time so that they can provide a higher level of service.
Leading beauty retailer, Sephora, has created a succinct retail experience by combining (the often siloed) online and physical retail teams. This has enabled the brand to create comprehensive customer profiles that track the whole customer journey from online browsing, to using in-store digital interactions and to purchasing with sales representatives. This digital-first approach ensures the in-store digital interactions, such as virtual mirrors and AI sales assistants, are not an afterthought but truly useful for the customer as they offer a personalised service, helping them get the job done more efficiently.