Using Mobile to Transform Retail to ‘Me’tail

by Richa Kumar Khetan

posted on 05-07-2019

What excites me most about Adobe is the way our products shape the entire consumer journey by delivering highly personalised experiences. This is the need of the hour given no two consumer journeys are alike. The era of mere personalisation is gone, replaced by hyper-personalisation replete with demographic, behavioural, transactional and predictive targeting.

Mobile technology has played a huge role in creating the enormous digital footprint of consumers today: from content curation and generation, to socio-economic status, e-commerce activities, location and language.

Given the wealth of data that brands can harvest about today’s consumers and, equally, consumer expectations of omnichannel brand experiences, it is imperative brands engage with consumers by using the right data, at the right time in their purchase journey, and in the right place. Only then can this journey truly be transformed from retail to ‘me’tail.

Let’s start by broadly organising the retail consumer journey into five key stages, or the “5Ds” as I like to call them: discover, direct, decide, double check, deal. Let’s see how each of these stages can be hyper-personalised by leveraging the power of mobile technology.

1. Discover

This is the point when consumers walk into a retail outlet (single brand, multibrand or shopping mall) and evaluate which stores or brands to explore. They will be probably be wondering: Should I check for sales? Which brands had I planned to check out? Do I have time to browse? It’s crucial for your brand to be present at this moment of truth, and set the stage for an awe-inspiring customer experience. Here’s how:

2. Direct

Once the consumer decides on the brand or outlet and arrives in store, they will try to identify products of interest and find them. This is a great time for the brand to engage meaningfully with the consumer.

3. Decide

At this step, consumers are evaluating options, shortlisting products, finding more information and specifications to suit them, and checking for items in stock. A content velocity strategy can harness these moments to deliver customers brilliant content, at the perfect time and accelerate the experience.

4. Double check

Consumers are validating their decision about a product, seeking feedback, and creating on-the-spot metrics for comparison between shortlisted products.

5. Deal

At this final step of the purchase journey, a consumer is making a transaction, applying deals and discounts, and buying the product.

To find out more about Adobe Commerce Cloud and how retailers can focus on the customer to deliver stand-out experiences, head to Adobe.com. Did you miss Adobe India Symposium 2019? Watch the keynotes online here.

Topics: Digital Transformation

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