In-store digital integration cannot fully be harnessed without the human touch. The rapid implementation of cutting-edge technologies across brick-and-mortar shopping outlets has allowed retailers to develop increasingly personalized and uniquely meaningful in-store experiences, driving value for customers and harnessing the full potential of the ever-changing digital economy.
With the online shopping boom during the pandemic, however, business leaders must double down on what truly sets their physical outlets apart: the human touch employees can provide to bring customer experience to life, and to stimulate real engagement with their brand. It is crucial that businesses seize this opportunity to revamp and transform the retail sphere by embracing digital innovation, whilst also enhancing human interaction in-store, in order to breathe new life into the brick-and-mortar scene.
Businesses are progressively implementing cutting-edge technology into their core goods and services, with artificial intelligence, blockchain, and the Internet of Things at the top of the list of sophisticated technologies used. Indeed, disruption and innovation are becoming increasingly important for every government and company across the Middle East, in order to remain resilient and foster growth.
In Saudi Arabia, for example, the Kingdom’s first global tech show, LEAP 2022, gave enterprises the chance to discover the front line of new developments in technology for business continuity and efficiency. Alongside this tech show, Saudi Arabia’s Communications and Information Technology Commission has accelerated digital transformation, and predicts that the country will make significant progress in all areas of digital technology. The Kingdom has also received the International Telecommunication Union’s Government Leadership Award for promoting the digital economy, boosting investment and innovation, and helping to attain sustainable development goals.
With this ever-evolving innovation, however, the most important consideration for the future of retail is that digital integration should not substitute or overshadow human encounters. In the words of Meshaal Bin Omairh, Group CEO of Al Othaim Investment Co.: “The pandemic has significantly impacted the way consumers shop, and all forward-looking businesses must establish a mix between digital and physical retail to create the ideal consumer experience.” Most of the Saudi population is under 35 years old, tech-savvy and hyper connected, and over 45% of consumers choosing to shop online more frequently. In order to remain relevant, brick-and-mortar retailers will need to combine the convenience of online shopping with high levels of in-store customer service and human interaction.
How can businesses strike the balance between welcoming employees providing customer support, and the technology at their disposal? Innovative and creative approaches will be crucial in retailers’ efforts to reintroduce human interaction into the ever-evolving digital shopping landscape.
Firstly, employees should be trained in the use of new technologies, so they can remain agile and responsive to customer concerns. There is no use in businesses embracing the latest cutting-edge technology without proper coaching for their employees, an essential component of seamless digital integration.
Secondly, genuine face-to-face engagement depends on employees’ depth of knowledge of products and their brand advocacy. Retailers must focus on developing these two skills in order to provide the highest standards of customer experience. In order to stay in touch with the needs of consumers, brands will have to guide their employees on how best to engage with customers on a personal level.
As Meshaal Bin Omairh notes: “Businesses can often get lost in the wave of digital innovation, forgetting what distinguishes their brand and makes it unique. Above all, retailers must be able to put themselves in their customers’ shoes.” The paradigm shift in retail which followed the pandemic can be intimidating, but there are several important considerations and steps which can assist forward-looking entrepreneurs in harnessing these changes into a positive future for their company. Companies can begin to do so with a wider consideration of the specific hurdles or issues in a customer’s journey, as well as an acute awareness of what areas of product management, store design, engineering and service need to be improved.
As consumers have become much more inclined to look for meaningful purchases after the pandemic, many business leaders have focused on providing the most seamless shopping experience to customers. Patrick Chalhoub, the President of the Chalhoub Group, believes that the nature of interactions in shopping centers have completely changed. In his view, whether online or offline, what matters the most is providing a positive and fluid experience to customers when they are making a transaction.
In addition, many could find a reconsideration of their business’ core values a fruitful venture. Ensuring their brand’s mission is front and center allows a considered and meaningful rolling out of technology, maximizing the digital world’s potential for support and customer experience. In other words, people should come first, and technology second.
Bridging the gap between technology and face-to-face interaction is crucial to an engaging customer experience. Innovative technologies should not stand at the forefront of the brick-and-mortar scene, but act as a catalyst for the creation of meaningful customer experience.
