IDC PeerScape: Practices for Enabling the Future of Customer and Consumer in Contactless Retail
This IDC PeerScape examines the main challenges retailers face when engaging customers and consumers. It also suggests starting points for technology buyers to differentiate customer experience (CX). Lessons from companies that are increasingly moving toward hyper-personalized and contextual customer journey show the way artificial intelligence (AI) and machine learning (ML) foundations, customer data, dynamic supply chain, and loyalty management improve customer experience. Retailers are entering a new era of the shopping experience that require companies to respond in real time to customers' expectations, taking into account the context and inputs that might impact their choices. The practices that IDC selected in this study enable retailers to track frictionless and contactless customer journey evolution at speed and scale. Therefore in this study, IDC has identified five practices that retailers are adopting within their business CX strategies to enable real-time contextual customer experience in the future of customer in retail."Delivering customer experience at scale is the strategic opportunity enabled by real-time and contextual offerings," said Ornella Urso, senior research analyst, IDC Retail Insights. "To reach contextual customer experience, retailers need to activate a dynamic, iterative, and multilayered process that aims to enhance mutual trust and loyalty, brand-customer conversations, and personalized shopping journeys."
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