194 F E ATUR E architecture and extend it into both traditional and customer POS systems to allow them access to so much more information than has historically been available.” In addition, brands are capitalising on the capabilities of customers’ smartphones – and perhaps combine them with technologies like augmented reality – to develop mobile applications that create a seamless, convenient and personalised shopping experience. “For years, retailers have been trying to equip physical stores with cameras, kiosks and other technologies to deliver interactive, digital in-store experiences but this is expensive, so now they’re exploring how they can offer the same experiences and services via mobile applications,” says Anderson. “For example, they’re using mobile apps to send customers personalised product recommendations and promotional offers in real time while they’re in-store. It’s driving desirable behaviour, recurring purchases and loyalty.” In future, brands will explore the potential of new technologies to create solutions such as headless loyalty services, predicts Rajagopalan. “Just as retailers have been adopting headless commerce because they want a singular commerce engine that drive transactions across multiple channels, they’re now exploring how they can create headless loyalty engines that are always present, regardless of which channels customers engage with,” she says. “We’ve also seen brands considering how they might use the metaverse and Web 3.0 to improve customer experiences in future too.” Meanwhile, Publicis Sapient is experimenting with blockchain technology. “We’re looking at how we could build a secure programme on blockchain technology and then construct an ecosystem around that to offer anywhere, anytime loyalty,” says Anderson. The advent of such new technologies, combined with market changes and everevolving customer expectations and behaviours, makes now the ideal time for brands to capitalise on opportunities to enhance the whole customer relationship in a way that will drive lifetime loyalty, says Rajagopalan. However, she cautions against haste. “Retail brands should view the race to win customer loyalty as a marathon not a sprint – every experience matters,” advises Rajagopalan. “A customer’s last best experience sets the standard for the type of experience they expect everywhere, particularly in the digital world where experiences transcend industry boundaries. Brands must take the time to understand their customers, plan loyalty strategies carefully, and harness the power of technologies and solutions from Microsoft and key partners such as Annex Cloud, Clutch, Namogoo and Publicis Sapient, to help them develop and deliver unforgettable experiences that lead to lifetime loyalty.” Retailers are exploring how they can use mobile applications to send personalised promotional offers to customers in real time while they’re in stores “ Retail brands should view the race to win customer loyalty as a marathon not a sprint – every experience matters” SHANTHI RAJAGOPALAN, MICROSOFT
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