ENHANCING INSTORE SHOPPING EXPERIENCE: The Role of Technology & Personalisation

Embracing technological innovations not only guarantees enhanced customer satisfaction but also fosters unwavering customer loyalty, thus paving the way for a thriving future for Indian retailers...

- Siddharth Dungarwal,

The retail landscape in India has undergone a significant transformation over the years. The rise of online shopping has been a game-changing event for the industry, leading to a dramatic shift in what consumers expect. Nowadays, customers seek enhanced convenience and personalisation when they go shopping in physical stores.

A key report by Shekel suggests that 75% of consumers are more inclined to shop with a retailer that o ers a personalised shopping experience. Needless to say, many brick-and-mortar stores in the country have accelerated their pace of technology adoption, aiming to create engaging and exciting physical retail spaces – ones that surpass conventional shopping experiences. The establishment of experiential retail stores is becoming more prevalent, aiming to engage customers at every step of their retail shopping journey.

New-Age Technologies
Data Analytics and AI: Notably, new-age technologies such as Data Analytics and AI are playing a pivotal role in driving this change. These tools are being effectively utilised by retailers to understand the distinct preferences and buying behaviours of individual customers. Armed with this information, they are able to provide personalised recommendations, offers and promotions to each one of them. Apart from driving sales, this also enables brands to establish meaningful connections with their customer base through targeted email marketing, ultimately leading to enhanced loyalty and customer satisfaction.