You talk a lot about the customer journey and how it is changing – it is not just the store any more, but what customers see online, in social media, on TV – and that the role of the brick and mortar store is changing. How do you see light having an impact on the changing role of the store? Can light help ensure a seamless customer journey and if so, how?
Online shopping is still small, but will increase of course. Brick and mortar stores are here to stay. As a retailer you should embrace the combination of both. Smart lighting can play an important role when it comes to integrating online in store. Smart lighting can bring a personalized seamless experience by pushing personalized offers/info via your cellphone and next to that navigate you to the store providing a customized route based on your personal preferences.
How do you view data collection via lighting? Is this an essential marketing tool? How do you see this growing in the future? Because personalization is becoming essential in retail, can data help create a unique customer experience and should this be a focus for stores/brands?
Of course data is key, but the challenge is to figure out what to do with it. How do you draw the right conclusions and personalize relevant information? Pairing beacon technology in lighting systems seems to be the obvious choice because the system covers the whole store and the electricity is already there. Personalization means ‘fit for the individual’. So if a retailer is able to tailor a service or a product especially for you, they can create a brand story appealing to your preferred interests, acting according to your values and goals – all combining in a seamless customer journey. With this type of personal tailoring you will love to become ‘a loyal member’ – this is something that will really help brands.
Can you talk about location based services, specifically, and how this will affect the customer journey? Is this a part of a personalized customer journey?
Location based services will accommodate dynamic personalized pricing for example. This means you don’t need promotion aisles anymore. You can monitor traffic patterns and find dead areas, so you can change the layout effectively. Next to that it becomes irrelevant to show everything, just provide the information on your cellphone, which decreases the retailers need for store space.