Last spring, I worked on a class project in partnership with Target. The objective of the assignment was to use the new technology behind Target’s Cartwheel App to elevate the in-store shopping experience with a focus on how employees could leverage this technology to improve guest (customer) interactions.
My team’s initial struggle with the assignment centered around the employee-focused nature of the assignment. The Cartwheel App is a cost savings app designed for Target guests as the end users, not the Target team members. The first step to developing a solution that leveraged the Cartwheel App to elevate the in-store experience was to shift the focus directly to the end user: the guest. This change of scope allowed us more freedom to create a solution that was both beneficial and engaging for the Target shoppers.
Recently, this Mashable article caught my eye. For the original scope of this blog, fashion brands had always been on my radar as they have been at the forefront of incorporating user-generated content into their digital presence as well as elevating their digital presence with elements of the in-store retail experience and brand heritage. Custom and user-generated content help drive brand engagement and brand loyalty in many industries. The article mentioned above highlights Burberry’s new attitude towards the convergence of in-store and digital experiences.
In short, Burberry strives to elevate the in-store experience by incorporating elements of it’s digital retail world into the in-store shopping experience. This philosophy stands at a stark contrast to the rest of the fashion and retail industry that continues to focus on bringing the physical store elements to their online environments.
Using new technologies to marry the two worlds of commerce, the physical and the digital, elevates the Burberry experience beyond the competition. It also creates a more engaging experience for the customer when they visit the physical retail store. Using RFID technology to create a custom content experience for a customer in the store creates an environment similar to the one they would find while shopping online. The content is tailored to the specific customer based on what items they are picking up in the store, which mirrors the experience of being served custom content based on what you search for in the online shop. This level of personalization drives engagement with the brand because you are serving customers with the types of content that they find entertaining, informative, or interesting as opposed to a generic content piece designed to please the masses.
Other retailers, like Target, should take note: E-commerce is not killing retail. When integrated correctly, a company’s digital environments serve to complement the in-store retail experience and drive customer engagement.