RFID, beacons, click-n-collect and unlimited abilities of customer apps – here are 9 exciting omnichannel technologies to enhance customer experiences in retail today
What omnichannel technologies are you employing to give your business the edge?
We’ve already shown how digital transformation is impacting businesses and that big increases in retail technology investment (60% of retailers are doubling down on tech investment in 2024) are driving what’s possible in the future of retail.
The truth is that customer needs and expectations are evolving, and keeping up requires you to embrace and adopt the shift to omnichannel in retail.
Now, let’s look at what omnichannel technologies you can and should start looking at implementing right now to remain competitive.
Mobile apps are arguably the most transformative tools in the retail sector. They can serve myriad functions, from enhancing in-store navigation to managing loyalty points, as well as house virtually all your customer communications and enable practically every other technology on this list.
Imagine an app that allows customers to scan food items and it automatically presents them with 20–30 unique recipe ideas, plus shows them where to get the rest of the ingredients. Or it automatically calculates the product’s nutritional value and calories and factors it into their personal BMI or DNA-based nutritional profile, with recommendations for complimentary products to help them achieve their health goals faster.
There’s virtually no limit to what you can do with apps – or how you can package them: There’s no need for siloed apps, you can integrate and use APIs to connect them to your website, e-commerce spaces, social media and each other for a truly engaging omnichannel experience.
See the complete app development process, how long it takes to create an app, how much creating a new app costs, how to test and build apps 3 times faster and how to save up to 80% on app costs.
QR codes and interactive kiosks serve as bridges between digital content and physical stores. A customer can scan a QR code to watch tutorial videos, read customer reviews, or access exclusive discounts.
Similarly, interactive kiosks placed strategically around the store can provide on-demand information, assist in locating products, and even allow for instant checkouts. These tools reduce the need for staff intervention, streamline the shopping process, and create a tech-savvy store environment.
See why you need retail technology integrated in-store.
Near Field Communication (NFC) and Radio Frequency Identification (RFID) technologies streamline the shopping experience through touchless interactions. Customers can check out with a simple tap of their smartphone, and products embedded with RFID chips help manage inventory more efficiently.
These technologies not only speed up the checkout process but also enhance the security and personalisation of customer interactions.
Speaking of speeding up checkout… Digital wallets and mobile payment systems offer a quick, secure way to pay using smartphones or even smartwatches. This convenience is crucial for today’s fast-paced shopping environments, reducing wait times and enhancing customer satisfaction.
What’s more: You can integrate specific offers and discounts directly into these payment systems, providing a seamless transaction experience that also incentivises return visits.
AI-powered chatbots provide 24/7 customer service, answering queries, offering recommendations, and resolving issues. This constant availability and instant support improve the customer service experience, making it more efficient and accessible.
Integrating these tools across various platforms ensures that no matter how customers choose to interact, they receive consistent and helpful service.
See how to integrate your POS with digital channels and AI and machine learning for personalisation.
Beacons use Bluetooth technology to communicate with customer smartphones within a certain range, sending personalised notifications and offers based on their in-store location. This technology is particularly effective in personalising the shopping experience by sending tailored discounts and suggestions when the customer is most likely to make a purchase decision – like when they’ve just added an item to their trolley, you can immediately offer them its companion item at a great price.
Wi-Fi, cameras, and in-store sensors use data collected from customer interactions within the store to optimise the retail environment.
By analysing traffic patterns and customer behaviour, retailers can design store layouts that improve navigation, highlight popular products, and strategically place promotions to increase their effectiveness.
See how to use analytics for better engagement.
Personalised marketing engines harness the power of data analytics to craft marketing messages that resonate on a personal level. Image your own personal AI shopping assistant, etc.
By understanding customer preferences and behaviours, these systems deliver targeted advertising, messaging and advice that is more likely to convert, enhancing both customer satisfaction and retailer profitability.
See how to create more personalised user journeys and how to implemented personalisation.
Unified loyalty programs reward customers no matter where they make their purchases – online, via mobile, or in-store. These programs not only foster customer loyalty but also provide retailers with rich data on shopping habits across channels, which can be used to further refine marketing strategies and product offerings.
One of the most successful digital shifts in recent years is things like same-day and within-the-hour fresh and grocery deliveries, so you should definitely look to innovate in that space. But don’t discount the value of offering simpler-to-implement convenience services.
Allowing customers to pay online and have their baskets ready and waiting for them to collect on the go at your physical store is a huge benefit. Similarly, allowing customers to buy online but then consult a person if they need to do a return or trade-in goes a long way toward building trust and loyalty.
The most successful e-commerce players today are technology companies (not retailers) who know how to innovate and use tech to solve problems effectively. It’s not too much of a stretch of the imagination to say that, in order to succeed in retail today, one needs to start thinning and behaving like a tech innovator.
This means:
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