With recent research highlighting a disconnect between traditional targeted offers and what consumers have come to expect, it is more important than ever for brands to re-evaluate and recognise potential for next-level personalisation, both in-store – using retail wearables and beacon technology – and through hyper-personalisation of products.
A kind of omni-smart, concierge-style device, wearables and hearables deliver personalised prompts to sales associates. Providing both product and customer details, they help to strengthen shop-floor interactions and create a more seamless and personalised in-store experience for shoppers. Indeed, US denim brand, True Religion, has armed their teams with Apple watches that provide the name, style preference, purchase history and wish list of a customer as soon as they arrive. Future tools are set to play ‘brand matchmaker’ – pairing the most-suited staff to customers according to their e-profiles – and will help to highlight the products a consumer is expected to approach, based on their online browsing and research data.
An upgraded wave of beacon-enabled apps sync shoppers’ personal purchasing profiles with their wider cultural preference, ultimately offering retailers the opportunity to capture consumers’ attention with contextually relevant content. For example, when shoppers with the Barney’s app arrive in-store, they receive personalised multimedia content and product recommendations based on their profiles, direct to their smartphones. While the personalisation platform chooses content, location-based tech ensures that customers are notified at the appropriate time – for instance, when passing a product saved on their wish list or in their online shopping bag.
Recognising consumers’ desire for customised services and products, several leading brands have begun to design connected clothing. Offering considerable brand-consumer benefits, ‘smart clothing’ creates quicker and smoother connections than smartphones while also building long-term relationships between brand and consumer. Collaborating with Google’s Project Jacquard, Levi recently released a smart denim jacket that wirelessly connects cyclists to their phones. Customised gestures – including tapping and swiping sleeves – carry out functions such as answering calls, pausing playlists and delivering ETAs. Similarly, Nike have created a smart basketball jersey. When tapped with a fan’s phone, it gives real-time scores, stats and exclusive offers including tickets to future games. Furthermore, it’s able to recognise which team the wearer supports and, after automatically opening the relevant ‘team’ tab, displays new stories, fixture lists and information on the user’s favourite player – including the player’s personal music playlist.
Overall, it is clear that retail wearables, beacon technology and connected clothing provide content and context-driven personalisation that offers richer relevancy to customers, ultimately helping to build long-term relationships between brand and consumer.
Get in touch if you would like to discuss how your brand can capture the attention and spend of technically savvy consumers through next-level personalisation.