On January 21, Centric Software organized a special NRF night at the Musée du Vin (wine museum) in Paris. Attendees enjoyed a wine and champagne tasting in 15th century vaulted cellars while Centric teams unveiled NRF’s main themes for 2016.
With 35,000 visitors, 300 speakers, 600 exhibitors coming from over 80 different countries, this year’s NRF edition made a big impact in the world of retail. This year’s edition focused on customer experience and how retailers can engage with customers thanks to the influence of digital marketing, mobility, omni channel and unified commerce to make shopping journey more competitive.
The influence of digital marketing
Did you know that:
Consumer-to-consumer word-of-mouth marketing generates more than twice the sales of paid advertising. (Source: McKinsey)?
81 percent of consumers make purchasing decisions based on friends’ social posts. (Source: Market Force via Forbes)?
43 percent of social users buy a product after sharing or “liking” it. (Source: Vision Critical)?
These examples highlight the impact of digital technology on consumers in today’s world and retailers must now include a digital strategy into their global sales strategy.
Mobility: a love story with consumers
As R.B. Harrison, chief omnichannel officer, Macy’s explains: “Before, we used to develop our catalogue on desktop and then on mobile. Now we develop on mobile and tablets first.”
“J.C. Penney has reinvented their mobile experience in only 97 days,“ adds chief customer officer Mike Rodgers. A week after launching its own mobile app, the number of downloads exceeded the number of downloads for a full month of the app previously used.
Mobility must be at the core of retailers’ digital strategy.
Omni channel and unified commerce: the perfect mix between on and off line shopping
Consumers don’t have to choose between online shopping and customer service they can get at a store anymore. New tools, systems and solutions, including the power of the cloud such as contactless payment with NFC (Near Field Communication), enable an on-and-offline experience. Stores can now capture insight to offer consumers a unique immersive experience to win consumers loyalty.