Social Media, Personalization, New Mantra For Retailers
Retailers are increasingly tapping into automation and social media to attract new generation shoppers, a new study said, which noted that there is a growing demand for retailers to deliver more personalized experiences with nearly one in five (17 per cent) of 16-24 year old respondents asking for more personalized engagement from retailers throughout the purchasing cycle. The study by technology services provider Mindtree also highlighted the influence of social media on shopping decisions. [Read the full report here]
The study reveals that Facebook has been reaffirmed as the most influential social platform with just under one third of consumers (32 per cent) acknowledging it as a major influencer for shopping and purchasing decisions.
Over half of young shoppers in the age group of 16-24 years were comfortable with the idea of automated technologies and would visit robot-driven stores, Whereas, 78 per cent of older shoppers over 55 years of age were apprehensive about this trend, says the study.
Retailers therefore need to harness social media channels to drive brand loyalty by harvesting the growing volumes of customer data available across multi-channels. Consumers should be reached through social channel engagements that are personalized around preferences the retailer is looking at, the study noted.
Further, as more consumers go online to make purchases, it is important retailers create content that is optimized for mobile platforms. They should focus on building strong digital relationships with customers, providing the blueprint for successful conversions both in-store and online.
The company has released the findings of a study on how rapidly evolving digital trends like social media, mobile applications and automation are reshaping the way retailers engage with customers. The study has identified widely diverse shopper preferences across age and gender pertaining to new retail technologies like automation, artificial intelligence and robotics.
Additionally, opinions were divided by gender with 44 per cent of men happy with a robotic shopping experience, compared with just 30 per of women. In order to address this sharp divide retailers should adopt a balanced mix of technology and human assistance to accommodate customers of different ages and genders, said the Mindtree report.
“This study showcases the stark contrasts in consumer preference across both age and gender towards automation within retail stores” said Paul Gottsegen, Senior Vice President, Chief Marketing & Strategy Officer Mindtree. “The retailers who can most successfully navigate the right balance of robotics, and other automated store activity will be in the best position to drive more in-store shopping purchase conversion.”
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