Digital experiences in retail increase from 4% to 8% revenue from brands

In a world where the consumer is more and more tech addict (addicted to technology), the brands needed to reinvent themselves. To accompany the new customer profile, retail restrucated to impact and engage the consumer directly at the point of Sale (POS). It was necessary to transform the store into a more sensory and immersive environment, enhancing the shopping experience. "The consumer has become even more demanding and connected in technology. In addition to the integration of the channels, the famous Omnichannel, where he can buy online and withdraw in the store, prove in store and buy online, for example, he wants to live unique experiences in the store. Technologies such as Data Base, Analytics, exhibition in store, augmented reality, sensory stimuli, auditory and olactives, can provide the sensations that the client seeks, "explains Patricia Cotti, executive director of the Brazilian Institute of Retail executives and Consumer market (IBEVAR). To reinvent itself and, consequently, remain competitive, the retail sector needs to be aware of the technological innovations. "The secret is to be inside everything that is capable of creating the necessary stimuli for the consumer, whether they are auditory, interactive or visual. This will be essential to result in sales conversion. According to studies, companies that stand out in the customer experience have an increase of 4% to 8% in revenue, "says the executive. Data Base and Analytics Much is said in Business Intelligence and Analytics. In the new retail address, this technology can provide ' real time ' information and allow the contributor to better understand what the consumer is looking for and offer a more enjoyable shopping experience. Data from NRF 2019 – Retail's Big Show showed that 72% of employees believe that training with tools like these can positively impact the customer at the time of purchase. "Digital can facilitate communication, make tools available in real time, and make task management more efficient. In Brazil, we realize that this concept is still a novelty, but it has everything to consolidate, "says Patricia. A Ford store in the United States, for example, uses the Mobile Pay feature, with payment via face recognition, which facilitates the purchase or rental of a car. The 365 Garment shop, works with Totem technology that analyzes the customer's biotype and stores the information for future purchases. Virtual and augmented Reality (VR/AR) The technology allows integrating visual, online and physical elements in a single space, with virtual reality (VR) and augmented Reality (AR). The difference between the two is not just semantics, but of interaction. It is possible to create a new world and introduce projections, enabling a series of interactive actions. "Imagine Circular in an already furnished space, where decorations are changeable according to individual preferences of each user. Then imagine being able to interact with these virtual objects in 3D in their own environment ", exemplifies the director of IBEVAR. An article published by the Harvard Business Review revealed that more than 30% of the executives in the retail and IT sectors should invest in AR operations up to 2020. The market is optimistic, it is estimated that retail networks can increase by up to 20% the level of customer satisfaction, according to the International Data Corporation (IDC) forecast. An interesting case is from StubHub, online ticket saleswoman for live entertainment events. The company uses technology to replicate various locations, such as shows and games, for example, so that the customer has the experience before buying the service.