Tuesday, April 24, 2012
Technology for Consumption
Introducing a new technology into a retail environment requires a good understanding of the types of customers you are trying to entice to use it and why. Technology can be rejected and ignored if it is not adding value to the consumers shopping experience. Is the technology there to enhance an existing product experience or inform the consumer about the product to help in the decision making process? Do your research and get to know your customers, their shopping habits and process. Most importantly get to know how they shop your services or products.
Technology should move beyond being merely digital billboards and displays that offers an alternative marketing message with more glitz design, and work towards helping consumer learn and make informed choices. The consumer is often either already fairly sure what they are looking for with existing knowledge gained from the web or social groups, or are making a compulsive purchase there in the store. This is when they are most influenced by what they learn on the spot. Making the technology available to help with either of those scenarios is going to delight and ultimately gain the consumers trust and desire to use the technology at hand. Even if the sale is not made at that moment the brand loyalty will be building, and will lead to greater return for the next purchase.
Consider how the technology can be integrated into people's digital lives. Allow sharing socially what they find and ask questions to those that they trust easily. Think how the experience can be pre-sale, present-sale and post-sale. What might they bring, create and take away from an interaction in your retail space. Building brand recognition and loyalty will ultimately lead to repeat business and word of mouth spread of your name and the experience.