Weekly Wrap Up: Year of the Consumer

As smartphone penetration grows and customers become savvier, many retailers are investigating how they can use technology to their advantage.  Once a scary word, "showrooming" has become an opportunity for sales associates to improve the consumer's experience and win not only the sale, but some loyalty too.  Personalization is quickly becoming the customer's expectation.  And, after 10 years of "the year of mobile," isn't it time for a "Year of the Consumer?"

The IAB recently released a study that found 42% of consumers that use a mobile device in-store spend $1,000+.  Twice that of customers who do not use these devices.  Some retailers, like Ace Hardware, are launching mobile strategies that begin outside of the store and support the journey all the way to check out.  Others have are combating showrooming risks to the sale with price matching and offers.  More and more though are realizing it's about the experience they can provide and the potential these devices bring them to personalize that experience.

This can be something as simple as arming the sales associates with a device for quick access to product information to leave no question unanswered.  Even better, many enable access to consumer profiles and shopping history to inform suggestions from the associate and personalize the consumer experience.  My immediate concern here was while I'd love to deal with someone who knows what I like and frankly, speed up the process, could this hinder the connection of the associate to the consumer?

From that perspective, it looks like the airlines are doing this best.  Virgin has started equipping agents with Google Glass to allow access to the customer's information without breaking eye contact.  This improves the customer's experience by reducing time at check-in while still enjoying a personal element of travel.  Qantas is using social monitoring to understand customer sentiment while they're in VIP lounges or gate areas.  While still ramping up, the opportunity here to understand and remedy potentially bad experiences before they go too far is huge.  And American Airlines is improving the customer's experience with bluetooth, but through a medium their customers are already accustomed to: their app.  The opportunities I like best here are alerts/reminders for travelers moving slowly (or enjoying that last margarita) for boarding, upgrade & standby statuses, etc.

As consumers become more comfortable sharing feedback on social platforms and educating themselves wherever they are with smartphones and tablets, their expectations for how a brand manages their business will increase.  Whether it is by enhancing an existing experience, extending that experience or arming associates with tools to improve the experience, one thing is certain: it must be personal.  The consumer must be at the heart of any strategy.  Brands must consider more than just a short-term ROI, but rather how they can win long-term loyalty.