Data intelligence center, the future of the physical store

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Source: NOVAREJO, by: Melissa Lulio.

The use of technology, even outside the gadgets, is indispensable. In an interview with NOVAREJO, Marcelo Chianello, CEO of Liq, presents insights related to the future of retailing and why technology is indispensable in this scenario. But what about physical stores? How can traditional retailers survive and thrive by turning their stores into centers of positive experiences?

In the second part of the interview, the executive highlights some tips. Check out:

NOVAREJO- How does the current scenario impact the customer’s relationship with the physical store?
MARCELO CHIANELLO – Technology does not only encompass the forms of digital relationship. On the contrary, the technology is very present in the physical environment, in the stores, within the retail environment, also showing that the future is increasingly digital. According to surveys, for example, more than half of Brazilian shoppers are using the digital tools within the physical retailer themselves to get more information about the products or to relate directly to that retailer. In retail, the point is that technologies need to be added to the experience, generating value for the store-customer relationship. That’s the trend we call New Retail.

NV – How does this use of the store in practice as an intelligent data capture center work?
MC – At the NRF, we meet Hema, a physical store in the Alibaba group, which has just over 100 units in China. It was developed to reduce the delivery time of food products to Chinese consumers who consume through e-commerce. Instead of creating Distribution Centers (CDs), the company created physical stores that function as small storage and distribution units. Delivery time is reduced, and at the same time, this strategy creates a new space for the shopper who wants to have a physical experience. They are small sales centers, completely customized, that serve in an automated way and with a lot of technology on board, offering options for those who want to buy in the physical and virtual store.

NV – What are the differentials of stores that rely on the use of data?
MC – By adopting smarter data analysis strategies, stores will have the chance to know in advance what the consumer wants to buy or want to receive as support. New Retail is just that: understanding consumer expectations and facilitating the buying process. An interesting example is the Nike store, located on 5th Avenue in New York. In this space, the brand has a floor entirely focused on the products most consumed by the public. This shows that the store has to transform its consumer experience center into an environment that shows attention and focus to meet the shopper’s real urges.

NV – Do Virtual Reality and Artificial Reality Technologies tend to be used to enhance the retail experience? Is this already a reality outside Brazil? What is the perspective brought by the NRF regarding these solutions?
MC – The NRF has shown that these technologies transform the customer shopping experience, making the journey more personalized, interactive, predictive and mostly fun. When we say that the point of sale is going to be a center of experience of digital consumption, we must emphasize that it is important that it be a light, smooth and pleasant experience. The difference of the NRF 2019 was precisely this: to show how stores can use technology to understand the needs and desires of consumers and use that understanding to enhance the experience of customers in the real world.

Click here and read this interview in its entirety in the NOVAREJO Portal.