There are many businesses that have already been taking advantage of new technology in creative ways to improve — and in some cases revolutionize — the retail experience. While most companies now offer some form of online store, there are some companies that have gone above and beyond in augmenting their customer experience with technology. Retailers and other businesses alike can learn from the creative ways that these companies approach innovation in the customer experience.
The first is the music streaming service Spotify. It is not an exaggeration to say that Spotify has transformed the modern music retail experience. When Spotify first emerged in 2008, it did not take long for it to catch on in a big way. By tapping into the emerging trend of consumers wanting to stream music rather than purchase individual songs, and providing a legal avenue to do so, Spotify was able to change the face of the music industry. They also became a multibillion-dollar company. While having a massively successful company is not exactly a problem, there is one unique concern: How do you maintain a personalized customer experience?
It is in this one-on-one customer experience where Spotify excels. Spotify has effectively used cloud tools to maintain the feeling of a startup, even as the company has grown into the biggest music streaming service in the world. Whether by offering quick solutions to unique problems or providing a streaming service with personalized recommendations and readymade playlists, Spotify makes its users feel they are getting an experience unlike any other.
When it comes to unified commerce, one company changing the game is Amazon. Although Amazon was originally conceived as an online-only retailer, the company raised eyebrows in 2014, when executives announced they would be opening their first brick-and-mortar store. Since then, more than a dozen brick-and-mortar Amazon stores, with different specialties, have opened across the country, and they are already successful examples of the aforementioned multichannel blend.
Finally, there is no more important feature of a gaming company than the customer experience. This is something that EA (Electronic Arts) understands, and the reason why they have been using immersive tech, interactive websites, and social channels to transform the way they engage with customers. This company’s business model no longer begins and ends with manufacturing games being sent to retailers to be sold. It has expanded to include interacting with customers at every level, across every channel, combining the physical and digital seamlessly to both sell its products and keep an open channel of communication with consumers. With help from the latest tech tools, EA has allowed the business to evolve, while still providing a rich, end-to-end customer experience.