It is important to invest in more technologies to improve the customer experience. The digitization of the shopping experience is no longer a challenge to retailers but rather a compliment to their overall retail strategy.

FREMONT, CA:Before the pandemic, online shopping was on the rise, but quarantined shoppers turned to it even more, leading to year-over-year spending growth in 2020. Market buying preferences are expected to change in the future, with 44 percent of shoppers saying COVID-19 will lead to long-term improvements in their habits and 47 percent saying they will continue to buy more items online.

The desire to provide customers with more engaging ways to shop and make purchases has driven the digital transformation of retail, which is not exactly a new phenomenon. The days of freely entering a shop to put on a sweater or sample a tube of lipstick are (for the time being) over, and retailers now need a robust omnichannel strategy to engage and retain their customer base. It is important to invest in more technologies to improve the customer experience. The digitization of the shopping experience is no longer a challenge to retailers but rather a compliment to their overall retail strategy.

Technology Shaping the Way People Shop

Even though online shopping promotes independence, consumers often require assistance, especially when purchasing complex, high-ticket products such as jewelry, furniture, and electronics. Online chatbots, for example, have been around for a while and can be useful in some situations. On the other hand, customer support has evolved and must continue to evolve to enhance the end-user experience.

Many companies see the value of using technology like live streaming and augmented reality to better communicate with their customers, particularly when making a large purchase. Shoppers may communicate with a qualified associate through live video from their desktop or mobile device in the comfort of their own homes to discuss product benefits and receive a demo. Although the customer may not be able to try on the ring or sit on the couch, associates speaking with them through video technology may have a similar experience.

In today's world, using live video can also provide the type of personalization that customers are looking for. Regardless of the channel, today's shopper seeks out products that appeal to their specific preferences. According to a recent report, 91 percent of customers prefer to shop from brands that provide customized recommendations, and 80 percent prefer to purchase from retailers that offer a personalized experience.

Retailers may have a one-on-one experience for consumers by assigning a dedicated associate to act as their personal shopper, showcasing items and assisting them in the shopping process, using a platform that offers live video chat. Retailers can also use these technology tools to gather data from a shopper's past searches and transactions, enabling them to make more personalized recommendations.

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