There’s no question that as consumers our requirements for omni-channel accessibility trundles on. Whether it’s through the web, face to face, kiosks, mobiles….If we can access it to find information and ultimately shop we want the latest technology.
However, this week I read with interest some of the new technologies on the horizon and wonder…. Is it really customer demand that is shaping these innovations or are we all victims of thinking we have asked for these technologies when in fact it is just another technological ploy subtly disguised as a ‘need to have’?
Is the consumer really in the driving seat when it comes to technology?
I read in Retail Week last week that the Mobile World Congress showcased the most exciting developments in mobile technology. One of the most bizarre product launches from Fujitsu was its ‘haptic tablet’. The touch screen lets the user feel how slippery or rough an image is with their fingers and is powered by the electronics company’s sensory, or tactile, technology. Ultimately it could allow customers to feel fabrics and materials on line. Do we really want this?
Likewise, take Facebook as an example. It’s clear that reproducing online stores on a brand’s Facebook page and overly marketing offers is not the way to win customers and encourage them to shop. Many in fact believe Facebook is all about creating a community rather than pushing a sale. Admittedly with Facebook having more than 900 million members, that’s a lot of potential shoppers, but do we actually want to shop there? Do we really want continuous offers thrown at us whilst we’re trying to catch up with friends and family?
The success of social shopping for the future is going to be in the subtlety of engagement. This makes social media retailing no different than bricks and mortar retailing. As customers we still want relevance, advice, interesting and engaging content, and brand interaction before deciding if we are receptive to ‘the offer’.
Provide the community with fun, education, and experience and then, and only then, will the customer decide to buy.
If you’re looking to improve the customer journey for your Brand. Get in touch