Merchants focus on customer empathy
With big data capabilities, merchants are increasingly using retail business intelligence to improve the shopper experience in their stores. To attract customers and engage them after their visit, brands are aiming to offer interactive experiences and personalized assistance.
The rise in emphasis on the customer experience inspired the Temkin Group to name 2014 "The Year of Empathy," Retail Customer Experience reported.
"As companies increasingly focus on customer experience in 2014, they will recognize that their organizations lack a deep understanding and appreciation for their customers," said Bruce Temkin, managing partner of Temkin Group, according to the source. "In 2014, we'll hear more executives talking about the need to build 'empathy' for customers."
Empathy includes anticipatory service, such as personalized offers driven by retail customer intelligence, and greater integration across channels to produce a seamless experience for shoppers. In an attempt to bolster consumer engagement, retailers are imagining possible frustrations and seeking innovative solutions, San Jose Mercury News reported. For example, merchants can use shopping trend data to improve their store layouts and mobile POS systems to make checking out easier. Interactive technology, such as virtual dressing rooms, turns brick-and-mortar shopping into a fun encounter.
