Retail is in a moment of change. So much so that experts in this field are already studying other ways to implement the functionality of the new technologies in physical stores.
Although some efforts have been made Digitize the portion of services offered in these commercial establishmentsIn this case the sector still has many challenges to face, even more so if one takes into account that the physical points are what continue to lift the sales figures in the world.
According to the latest report from Blacksip, a specialist company in electronic commerce services, last year nearly 20% of total worldwide transactions were done virtually, while 80% were done in person. This suggests that although e-commerce is far from completely replacing retail, in this case, at least in the short term, it may make them rethink their formula for attracting the attention of end users and making purchases. is forcing.
The integration of these resources “profiles the navigation of consumers at the point of sale and, using artificial intelligence and mathematical models, analyzes the received data (offline cookies) to subsequently disseminate advertising material to the right person at the right time and at the right time.” can go.” After Ladorian Colombia highlighted that, thanks to this model, there are already a number of companies that are increasing their sales by at least 30% or 44%.
However, it is not about looking at digital and physical options separately or putting them in competition. In any case, today’s world requires that both be mediated by technology, which has played a leading role in enriching the user experience, especially with so-called ‘shop windows’ or interactive screens.
These resources, typically controlled under artificial intelligence and vision sensors, have allowed brands to rapidly target customer interests and allow them to deliver near-personalized service from start to finish in store visits. .
Therefore, it seems that it is more and more common to see various technical services such as video screens, counting cameras, music systems, push messaging via SMS, WhatsApp, among others “in business establishments”. Highlights Raul Tobon, Country Manager of Ladorian Colombia. However, he cautioned that these must be well managed and integrated to provide useful information about the consumer.
Similarly, Zebra Technologies’ ‘Annual Study of Consumer Perception’ assures that customers feel increasingly comfortable with the use of technologies such as self-service and expect retailers to combine online and physical store services. In turn, KPMG said that technologically disruptive processes are seen as opportunities by 82% of South American executives, a figure that has recently risen to 84% among consumer and retail leaders.
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