[[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article","articleBody":"Connected commerce has become essential as today\u2019s shoppers expect to \u2018shop the brand\u2019 irrespective of how retailers and brands are organizationally structured. This represents a fundamental change in the way that consumers behave, and retailers know they have to change or risk obsolescence.\nConnected commerce is defined as the ability of a brand or business to be available across multiple channels and devices, allowing transactions to occur anytime, anywhere, on any device. Via digital platforms with seamless and personalized customer experiences, connected commerce meets consumer expectations across all physical and digital customer touch points.\nYou can see this in the performance of leading retailers where connected commerce has been embraced (like John Lewis in the U.K. ,where cross-channel sales including click and collect have powered incredible growth.) At the same time, new technologies have matured and prices have dropped significantly for a range of in-store innovations to become viable for the first time.\nExamples of connected commerce include:\nMobile point of sale (POS)\nEmail receipts\nSubscription as a service\nRadio frequency identification (RFID)\nFor a truly connected store, the physical and digital experiences can\u2019t be siloed; the retailer must embrace strategies, data platforms (CDPs), technologies, and tactics that merge the two.\n \nIs it easy for consumers to buy from you? How customer identity management can help\n Customer identity management matters because requiring customers to log in each time they visit an e-commerce site or interact with your brand can erode CX, reduce conversions, and push customers toward competitors with easier authentication processes. \nElevating the in-store experience with technology to create truly connected commerce\nMobile technology is on pace to become the go-to technique for empowering front-line store associates with the ability to provide even higher levels of customer service. For example, retailers can give sales teams tablets to assist customers, research answers to their questions, or help them order an item online that is not in stock.\nMore retailers are also using sensors to determine customer behavior within a store. For instance, they can learn how long a customer is looking at a product, footfall density, and traffic flow. By capturing this valuable data, retailers can drive supply orders and optimize merchandise assortment and shelf space. Sensor technology can also be used to play a detailed product video when the consumer picks up an item to explain benefits and other information.\nEven without knowing the identities of consumers visiting the store, the data they leave behind will help determine supply and direct market research.\nThere are ways for marketers to identify customers in the store through social media, geolocation data, loyalty programs, and questionnaires. With this information, retailers can link an unknown store visitor to a customer\u2019s digital profile to bridge the gap between physical and online experiences to provide a truly omnichannel, connected commerce approach.\n \nTypes of customer data: Definitions, value, examples\n Types of customer data serve distinct purposes. Identity data, descriptive data, attitudinal data, behavioral data defined with examples. \nCustomer data will be the foundation for exceptional CX in the future\nWith more technology used in-store, consumers will become even more in charge of their shopping journeys \u2013 and they\u2019ll be clamoring for a connected approach to commerce. Store associates will no longer need to give their expert recommendation. Instead, they can help customers navigate reviews at a kiosk. Consumers can pick and choose what size they want from an iPad (or other tablet) in the store.\nAs the power shifts to the consumer and brands collect more customer data, retailers will bridge the physical and online shopping experience. The key lies in consolidating all customer data regardless of channel, to build rich and robust customer profiles.\nArmed with this insight in one unified location, brands can have comprehensive views of their customers and act accordingly for more personalized engagements that truly align with the customer\u2019s view of the brand \u2013 which is not a siloed experience across channels.\nIn the coming months, there will be wider adoption of contactless payment, e-receipts, RFID, and in-store mobile POS to dominate the in-store digitization and personalization. These innovations and others lend themselves to making the experience more convenient and relevant for the consumer and creating a cost savings for retailers.\nCreate online shopping experiences that keep customers coming back for more. Learn more HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2014\/10\/Charles-Nicholls-Headshot-1-150x150.jpg"},"name":"Charles Nicholls","sameAs":"https:\/\/www.linkedin.com\/in\/charlesmnicholls","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/charles-nicholls\/"},"dateModified":"2021-04-26T20:12:36+00:00","datePublished":"2016-07-25T13:59:07+00:00","description":"Connected commerce is the ability of a brand to be available across multiple channels, allowing sales anytime, anywhere, on any device.","headline":"Connected commerce: Shoppers own the customer journey via tech","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/07\/Connected-commerce-1200x630.jpeg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/","name":"Connected commerce: Shoppers own the customer journey via tech","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and 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Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","url":"https:\/\/www.the-future-of-commerce.com\/","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","@id":"https:\/\/www.the-future-of-commerce.com\/"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_author_Person","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/charles-nicholls\/","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_author_Person_image_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2014\/10\/Charles-Nicholls-Headshot-1-150x150.jpg"}],"sameAs":"https:\/\/www.linkedin.com\/in\/charlesmnicholls","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/charles-nicholls\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity0","name":"Examples of connected commerce include:","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity0_acceptedAnswer_Answer","text":"\nMobile point of sale (POS)<\/li>\nEmail receipts<\/li>\nSubscription as a service<\/a><\/li>\nRadio frequency identification (RFID)<\/li>\nFor a truly connected store, the physical and digital experiences can\u2019t be siloed; the retailer must embrace strategies, data platforms (CDPs)<\/a>, technologies, and tactics that merge the two."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity1","name":"Elevating the in-store experience with technology to create truly connected commerce","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"Mobile technology<\/a> is on pace to become the go-to technique for empowering front-line store associates with the ability to provide even higher levels of customer service. For example, retailers can give sales teams<\/a> tablets to assist customers, research answers to their questions, or help them order an item online that is not in stock.More retailers are also using sensors<\/a> to determine customer behavior within a store. For instance, they can learn how long a customer is looking at a product, footfall density, and traffic flow. By capturing this valuable data, retailers can drive supply orders and optimize merchandise assortment and shelf space. Sensor technology can also be used to play a detailed product video when the consumer picks up an item to explain benefits and other information.There are ways for marketers to identify customers<\/a> in the store through social media, geolocation data, loyalty programs, and questionnaires. With this information, retailers can link an unknown store visitor to a customer\u2019s digital profile<\/a> to bridge the gap between physical and online experiences to provide a truly omnichannel, connected commerce approach."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity2","name":"Customer data will be the foundation for exceptional CX in the future","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#subjectOf_FAQPage_mainEntity2_acceptedAnswer_Answer","text":"With more technology used in-store, consumers will become even more in charge of their shopping journeys \u2013 and they\u2019ll be clamoring for a connected approach to commerce. Store associates will no longer need to give their expert recommendation. Instead, they can help customers navigate reviews at a kiosk. Consumers can pick and choose what size they want from an iPad (or other tablet) in the store.Armed with this insight in one unified location, brands can have comprehensive views of their customers and act accordingly for more personalized engagements<\/a> that truly align with the customer\u2019s view of the brand \u2013 which is not a siloed experience across channels.In the coming months, there will be wider adoption of contactless payment, e-receipts, RFID, and in-store mobile POS to dominate the in-store digitization and personalization<\/a>. These innovations and others lend themselves to making the experience more convenient and relevant for the consumer and creating a cost savings for retailers."}]}]}],"image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#Article_image_ImageObject","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/07\/Connected-commerce-1200x630.jpeg","height":"630","width":"1200"}],"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/","datePublished":"2016-07-25T13:59:07+00:00","description":"Connected commerce is the ability of a brand to be available across multiple channels, allowing sales anytime, anywhere, on any device.","headline":"Connected commerce: Shoppers own the customer journey via tech","name":"Connected commerce: Shoppers own the customer journey via tech","dateModified":"2021-04-26T20:12:36+00:00","articleBody":"\n Connected commerce has become essential as today\u2019s shoppers expect to \u2018shop the brand\u2019 irrespective of how retailers and brands are organizationally structured. This represents a fundamental change in the way that consumers behave, and retailers know they have to change or risk obsolescence.\nConnected commerce is defined as the ability of a brand or business to be available across multiple channels and devices, allowing transactions to occur anytime, anywhere, on any device. Via digital platforms with seamless and personalized customer experiences, connected commerce meets consumer expectations across all physical and digital customer touch points.\nYou can see this in the performance of leading retailers where connected commerce has been embraced (like John Lewis in the U.K. ,where cross-channel sales including click and collect have powered incredible growth.) At the same time, new technologies have matured and prices have dropped significantly for a range of in-store innovations to become viable for the first time.\nExamples of connected commerce include:\n\nMobile point of sale (POS)\nEmail receipts\nSubscription as a service\nRadio frequency identification (RFID)\n\nFor a truly connected store, the physical and digital experiences can\u2019t be siloed; the retailer must embrace strategies, data platforms (CDPs), technologies, and tactics that merge the two.\n\n \n Is it easy for consumers to buy from you? How customer identity management can help\n \n \n Customer identity management matters because requiring customers to log in each time they visit an e-commerce site or interact with your brand can erode CX, reduce conversions, and push customers toward competitors with easier authentication processes.\n \n \n\nElevating the in-store experience with technology to create truly connected commerce\nMobile technology is on pace to become the go-to technique for empowering front-line store associates with the ability to provide even higher levels of customer service. For example, retailers can give sales teams tablets to assist customers, research answers to their questions, or help them order an item online that is not in stock.\nMore retailers are also using sensors to determine customer behavior within a store. For instance, they can learn how long a customer is looking at a product, footfall density, and traffic flow. By capturing this valuable data, retailers can drive supply orders and optimize merchandise assortment and shelf space. Sensor technology can also be used to play a detailed product video when the consumer picks up an item to explain benefits and other information.\nEven without knowing the identities of consumers visiting the store, the data they leave behind will help determine supply and direct market research.\nThere are ways for marketers to identify customers in the store through social media, geolocation data, loyalty programs, and questionnaires. With this information, retailers can link an unknown store visitor to a customer\u2019s digital profile to bridge the gap between physical and online experiences to provide a truly omnichannel, connected commerce approach.\n\n \n Types of customer data: Definitions, value, examples\n \n \n Types of customer data serve distinct purposes. Identity data, descriptive data, attitudinal data, behavioral data defined with examples.\n \n \n\nCustomer data will be the foundation for exceptional CX in the future\nWith more technology used in-store, consumers will become even more in charge of their shopping journeys \u2013 and they\u2019ll be clamoring for a connected approach to commerce. Store associates will no longer need to give their expert recommendation. Instead, they can help customers navigate reviews at a kiosk. Consumers can pick and choose what size they want from an iPad (or other tablet) in the store.\nAs the power shifts to the consumer and brands collect more customer data, retailers will bridge the physical and online shopping experience. The key lies in consolidating all customer data regardless of channel, to build rich and robust customer profiles.\nArmed with this insight in one unified location, brands can have comprehensive views of their customers and act accordingly for more personalized engagements that truly align with the customer\u2019s view of the brand \u2013 which is not a siloed experience across channels.\nIn the coming months, there will be wider adoption of contactless payment, e-receipts, RFID, and in-store mobile POS to dominate the in-store digitization and personalization. These innovations and others lend themselves to making the experience more convenient and relevant for the consumer and creating a cost savings for retailers.\n Create online shopping experiences that keep customers coming back for more. Learn more HERE.\n\n\n\n\t\n "}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"25","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/07\/\/25\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Connected commerce: Shoppers own the customer journey via tech","item":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/25\/technology-puts-shoppers-in-charge-of-their-in-store-journey\/#breadcrumbitem"}]}]