The key to future retail lies in an omni-customer strategy, authentic experiences and purpose-driven technology.
The eRetail Congress 2024 has served to share the latest trends in eCommerce and Retail, optimize processes, anticipate and design differential strategies.
In general terms, the main conclusion is that the future of the retail sector lies in offering an innovative and differentiated value proposition. To achieve this, it is crucial to manage the emotions of the omnichannel customer.
Today’s consumer is not only looking for products and services, they also want an authentic connection and personalized, empathetic service.
The integration of channels and simplicity in interaction, in addition to the use of technologies such as Artificial Intelligence (AI) implemented in a strategic and safe way, enhances rewarding experiences by reinforcing the customer’s feeling of belonging.
Towards an innovative value proposition
Consumers aspire to a more human connection in their interaction with brands, especially valuing a personalized, empathetic and practical service.
For this reason, it is essential to have an omnichannel strategy and use valuable data as part of the business model. This allows you to optimize processes, anticipate needs and design effective commercial strategies.
In this sense, Retail Media is a strategic commercial asset in organizations that will make the business more profitable.
To have a robust omnichannel strategy, it is very important to work on the brand image and do prior rebranding. To be the best in basic aspects of commerce, it is key to consider issues such as:
- the product catalog
- competitiveness
- customer service
- the shopping experience
- brand and loyalty
The congress also discussed hyperintelligence, a concept that allows information from one or several sources to be indexed in the browser, offering relevant contextual analysis to enrich the workflow.
Challenges of the retail sector
Changing consumer needs require retail leaders to simplify and make more convenient shopping experiences, both online and in-store.
Innovation is a key differentiator and brands that adopt new ideas and approaches will be able to position themselves as leaders to maintain relevance and competitiveness in a dynamic context.
Managers have shared that the starting point of any strategy must be knowing the client and their needs in order to personalize the experience.
They have agreed on common challenges such as integrating all channels and achieving omnichannel, offering simplicity in interaction with the brand or the importance of ensuring product traceability for agile availability.
Likewise, they have pointed out that possible internal friction requires educating teams about the value of omnichannel.
On the other hand, they have highlighted that technology must be integrated with purpose, centralizing data and managing information efficiently. Along these lines, they have mentioned trends such as AI as a great ally to improve processes and costs.
In relation to improving the customer experience, they consider it vital to have trained profiles and commit to continuous training of the teams.
Innovation is a key differentiator and brands that adopt new ideas and approaches will be able to position themselves as leaders to maintain relevance and competitiveness in a dynamic context.
Key factors to drive an effective growth strategy
In the competitive world of eCommerce, companies must adopt innovative strategies to ensure sustained growth.
Personalization, omnichannel, data optimization and an exceptional customer experience are fundamental pillars for an effective growth strategy.
The managers present at the congress have stated that the true value of omnichannel is achieving closeness with the customer and guaranteeing a shopping experience without any type of friction.
Along these lines, they have highlighted the great challenge that it represents for companies to unify and purify data from different channels to access a single vision of the customer, and the importance of establishing a clear strategy and having specialized partners to be able to carry it out correctly. successful way.
Agility and customization
Digitalization has become a central issue in all industries, and eCommerce is no exception.
Advanced technologies transform processes, ways of analyzing data and daily operations, and at the same time raise the expectations of customers, who are increasingly more informed and demanding.
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