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Purpose, Trust and Care Are Key to a Compelling CX Journey


Imagine while watching your favorite television show, you see a commercial featuring a product that looks intriguing. Most days, you might just ignore it, or fast-forward depending on how you digest media. But ― what if you were able to pick up your smartphone and scan a QR code to learn more about that product and purchase it ― right from the comfort of your own couch, and have it at your front door in the morning? This is no longer an anecdote for what can be done with retail, because NBC Universal parent company Comcast has made this a reality.

Many may have already heard of shoppable ads on social media platforms like Instagram or Google, but in early 2019 the national television broadcaster jumped on the bandwagon proving that rapidly changing customer expectations continues to drive technology innovation and vice versa.

New store formats and business models are surfacing at faster speeds than ever before and consumers are taking advantage of emerging technologies to make their shopping experiences simple and immersive. Innovation and technology have changed the way consumers work and live. Adding to that complexity, retailers must continuously enhance their capabilities to compete with new forms of commerce, from new channels, that range from industry gorillas to smaller tech-empowered businesses.  

That is why retailers must rethink their strategies to deliver a customer experience (CX) infused with purpose, trust and care across the entire consumer journey. The shopper journey must be a personalized long-term relationship instead of a one-time transaction.

In the first of this four-part Smart Retail Explorer Series, we focus on purpose-built CX ― a critical differentiator for leading retailers. The following takes a deep dive into the state of CX in the retail industry, the business challenges retailers cannot afford to ignore, and real-world cases containing best practices on where to start.

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