Page 8 - Logistics News - May 2021

T H OU GHT L E A D E R SHIP

purchasing a home theatre online can select white Augmented reality for seamless digital retail
glove delivery when placing an order and schedule a customer experience
convenient appointment time for order delivery. The modern consumers’ desire for real-life experiences is
gradually pushing augmented reality (AR) into retail. AR
By offering this type of personalised experience, overlays digitally created content into a user’s real-world
the customer has control over the transaction, and the environment. Its superimposed computer-generated
shopping experience is a delightful one as customers get images change the perception of what a user sees in
their orders according to their priorities. In all, DOM front of them, and 51 percent of consumers are willing
enables retailers to go beyond the standard expectation to use AR technology to assess products.
for delivery, enhances the retail customer experience and
builds customer loyalty. In retail, AR technology enables customers to
visualise products pre-purchase via a smartphone
Teleconferencing for seamless digital retail or on a website. This enhances the digital shopping
experience experience by giving shoppers immersive and interactive
Despite the recent surge in digital adoption, human experiences. For instance, with IKEA’s AR app, shoppers
touch remains an integral element of the retail can virtually preview what a piece of furniture would
shopping experience. One technology retailers can use look like in their homes before they make a purchase.
to mirror the human connection provided in-store is
teleconferencing using live video technology. Consequently, with AR, customers can make
personalised product selections and informed buying
Teleconferencing allows brands to offer contactless decisions wherever they are. This reduces friction in
consultation from anywhere and interact with customers the purchasing journey, makes shopping an exciting
while respecting the need for social distancing. For experience for customers and leads to increased
example, Gucci is maintaining customer relationships satisfaction. AR provides retailers with opportunities to
by setting up a ‘faux luxury store’ at its Gucci 9 hub offer new and exciting value propositions to customers,
in Florence, where store personnel livestream from a differentiate themselves from the competition and drive
replica showroom, pulling items to the camera based on customer retention.
customer requests via cellphones or laptops.
Let technology be your secret weapon
Using teleconferencing, retailers provide customers
In a world where customers face no shortage of choice,
L O GI S T I CS NEWS customer support and a human connection that technology will play an important role in how retailers
with high-touch personalised interactions, tailored
meet the needs of customers. Retailers must invest in
gratifies customers. This translates to less customer
technology to make their supply chain agile, deliver
service-related problems and more repeat business for
seamless omnichannel customer experiences, build
retailers.
customer loyalty and stay ahead of the competition. •

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