No business niche is exempt from technological transformation. The 2010s saw major changes taking place in the retail industry, traditionally associated with making sales strictly at physical locations. These changes were primarily driven by the rise of ecommerce and omnichannel retail, growth of mobile technology, and big data.
We’re now approaching the middle of the next decade, and among retail’s main goals is to keep customer engagement high in a stimuli-rich environment. One way to achieve it is by using a cross-channel communication platform that ensures consistent interactions across many touchpoints, meeting customers where they are and enhancing their experience.
Let’s have a look at the broader picture, though.
The current state of retail customer engagement technology
Retail technology has grown into a full-fledged field of its own. Brands in this sector, understanding the importance of adapting to evolving customer behaviors and expectations, are looking to build robust tech infrastructures that will support their operations, while keeping customers front and center.
Since customers are more connected and social than ever, they expect retail businesses to meet them where they are, which makes multi-channel communication a must. This doesn’t mean you have to have a presence everywhere but messaging shoppers using just a single channel is most likely not enough.
The complexity of the retail industry is growing, which puts more pressure on businesses to remain relevant but also creates new opportunities for them. Customer expectations are evolving, and this directly translates to the types of tech solutions that are applied to meet them. Having the right tools at your disposal makes it possible to better understand and engage shoppers, creating the desired experience.
It’s never been more obvious that having a closely integrated customer engagement technology is absolutely essential to staying competitive and ahead of the game. As retail tech continues to advance, your focus should be on creating seamless and personalized journeys across various touchpoints. By leveraging the latest tools and platforms, you can establish and nurture deeper connections, Link opens in a new tabbuild customer loyalty, and turn every interaction into an opportunity to develop lasting relationships.
What are some major challenges retailers are facing today?
Before we proceed to discussing the specifics of building a robust retail tech stack, it’s worth touching on some of the challenges retailers are facing, that can be mitigated with the right tools.
1️⃣ Information security
Retailers today have to be super vigilant about information security – it’s a big deal across all parts of their business. A data breach can wreck customer trust, which is hard to rebuild. That’s why making sure every communication is secure is crucial to keep customers feeling safe and valued.
2️⃣ Fragmented customer experience
Nobody likes feeling like they’re dealing with a different brand every time they switch from a website to a store or from social media to customer service. A fragmented experience can frustrate customers and make them less loyal. Retailers need to make every interaction feel smooth and connected, no matter where it happens.
3️⃣ The complexity of managing multiple channels
Handling multiple shopping channels can feel like juggling. With so many ways for customers to interact with a brand – online, in-store, on their phones – it’s tricky to keep everything in sync. Retailers need tools like a Link opens in a new tabcross channel communication platform to efficiently manage multiple channels and keep customers happy and engaged.
4️⃣ The need for real-time data integration
Everyone loves to feel special, and today’s customers expect that, whether they’re browsing online or walking into a store. Real-time data integration is key here – it helps you personalize experiences beyond just using someone’s name. It’s about understanding what customers want and need in the moment, making every interaction feel relevant and tailored.
5️⃣ Business sustainability
More than ever, people care about how their purchases impact the planet. Retailers need to step up with sustainable practices – think energy efficiency and reducing waste. It’s also smart to partner with tech companies that prioritize sustainability. Showing customers you’re serious about the environment can build loyalty and set you apart from the competition.
The scale and variety of these challenges makes building a robust tech stack an absolute necessity. Here are some guidelines for you to follow in this process.
A modern retail tech stack for multi channel marketing
There isn’t a silver bullet for all those challenges just discussed. Still, you can build a retail tech stack consisting of several key components that will cover the fundamentals and work from there, as per your needs.
A good way to go about this is to assume a platform-first approach. Look for cloud-based solutions that can be deployed across your entire organization and allow for:
- marketing automation
- integration with legacy systems (CRM, CDP)
- data processing and / or utilization
- Link opens in a new tabomnichannel retail campaign management
A proper retail tech stack will consist of various tools, addressing different areas of business operations. Having a strong backend is necessary for you to deliver on all the aspects of modern retail experience customers enjoy. This, of course, includes the essential engaging communication heavily contributing to creating an unforgettable customer experience.
