Retail in Asia

In Trends

What is the ultimate retail customer experience?


Customer experience continues to be seen as a cost of doing business in Asia, CMO Council concluded after surveying 287 senior marketing executives in the latest study done in collaboration with SAP Hybris.

It was reported that two-thirds of Asia-Pacific and Japan consumers today are not delighted with the digital experience provided by brands in the region.

Another question then is how will data be translated into making customer experiences more personalised and seamless? It is also absolutely essential that organisations harness the abundant data available to understand their customers.

SEE ALSO: 5 tips to improve the retail customer experience

To get a complete picture of each customer, brands must bring their business processes and customer information (including data from external sources) together on one core platform.

Contextual customer experience

Creating algorithms that try and predict customer behaviour using only historical data isn’t enough today. To demonstrate that you know your customers, you have to be able to understand their present intent, that is, what is happening and required now, in real-time. This is contextual customer experience.

The Smart Wine Shelf exhibited at CEM Asia Summit, for example, shows how physical and digital can come together and create new ways of connecting with customers.

An Application Programming Interface (API) captures real-time interaction to reflect product details specific for your profile. Customers only need to answer a few simple questions that will allow the system to offer what is relevant to you directly, acting like a personal concierge who instantly recognises you no matter which outlet you shop at.

More than personalisation

Johann Wrede, Global Vice President Audience, Brand and Content Marketing of SAP Hybris, who spoke at the CEM Asia Summit, rightly pointed out that a unique customer experience is so much more than just a personalised salutation in an e-mail.

It is the integration of what the customer has done, what he is doing now, and what he may do – all these information individualised in real-time and with contextualised experiences at each touchpoint.