November - 2022retailtechinsights.com8IN MY OPINIONPicture this: You're passing a store when a notification pops up on your phone: 50 percent off shirts today only! You step into the shop, pick two shirts, and head to the dressing room. The reflection in the mirror--which uses augmented reality (AR) to help you quickly "try on" other recommended items (like a tie and pants to match)--looks sharp, even in size too small. You use the store's app to scan the price tag and learn that not only is the shirt from a new designer who uses sustainable manufacturing practices, but your size can be shipped to your home for free. What's more, you can choose a custom embroidered monogram for just a few dollars more! Two days later, you get a package from your new favorite shop and are thoroughly delighted.From start to finish, the above customer experience (CX) feels magical. You get a notification of a great deal, which leads to a seamless, tech-enhanced process of shopping, fitting, and shipping, with the product delivered straight to your home. Next-level CX made the decision to buy convenient, fun, and satisfying.I recently talked to Lionesque Founder and CEO, Melissa Gonzalez, about how technology can add magic to CX. "Technology can serve many purposes to enhance a customer's in-store experience from behind the scenes to front of the house," she says. "The right tools can keep sales staff educated and positioned to best serve with surprise and delight - this will be everything from having a holistic view of a customer's history with the brand to their path of the purchase at the moment."By Michael Colaneri, Vice President, Retail, Restaurant & Hospitality, AT&T BusinessHow New Technology Will Bring Magic to the Retail Customer ExperienceMichael Colaneri
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