The Customer is Wired... Are You? - Page 2
The fully animated experience on the other hand will be a very human effort that goes well beyond simply providing service. Expertly trained staff will cater to customers in a very personal way, treating them to an intimate, enjoyable and engaging store experience. Sales associates take on the role of trusted advisers to consumers who are prepared to pay a premium for their expert advice and personal attention. In these environments people are the heroes and are merely supported by technology.
One is not inherently better than the other and there will be winners at both ends but very few successful players in the middle. Retailers will need to decide which kind of experience they’re setting out to design: fully automated or fully animated.
For many independents, the greatest opportunities to dominate in their market exist in creating an animated store experience, so the real question is what technology is required to support this kind of customer experience in a cost effective way.
In part two of this article, tomorrow, I'll share my personal list of must-have technologies for the fully-animated customer experience.