The Guardian, UK: Cognizant’s Vice President of Retail, Consumer Goods, Travel and Hospitality Shares Tips for Delivering Digital Customer Experiences in Retail

“Last year, research from Forrester highlighted that software—mobile apps, connected products, websites and more—is significantly changing how consumers interact with brands,” writes Ron Curry. “But how can brands ensure they always offer the best? Here are some of my tips for delivering digital customer experiences in a retail environment, where flexibility and the ability to react quickly are of paramount importance.” Excerpts:

Learn from the best: One very innovative sector is fashion, which has to move extremely quickly to set trends. Influences on buying decisions are everywhere—tube stations, airports, homes, stores, magazines, online—and technology is playing a key role in driving brand relationships. Close relationships with customers and a good understanding of what they like can be the difference between the latest season’s range being a success or failure.

When you have a moment to shine, take it: Recent fashion weeks in London, New York, Milan and Paris saw high-end fashion houses such as Valentino and Stella McCartney use Snapchat to give fans and followers exclusive behind-the-scenes access. The labels offered early glimpses of new designs and gave a flavor of life on the catwalk. DKNY and Marc Jacobs were also among the first to broadcast live video to followers via live-streaming app Periscope. These experiences give customers a more personal, intimate experience and a level of service they can’t get elsewhere. The brand also obtains a wealth of digital data to help inform future decision-making. 

Make data a priority: A recent survey we carried out at Cognizant on digital customer experiences across Europe showed that most businesses believe that analysis of digitally derived customer data is key to their innovation efforts. Brands are missing out on the numerous opportunities presented by the digital data that surrounds almost everything their customers do. This data—everything from an individual’s Facebook “likes” and social media posts, to the way they browse a website—provide unrivalled insights that can be used in tailoring products and services to increase customer loyalty and differentiate their experience.

The mantra to make data insights a priority must come from the top of an organization. Insights should also be made accessible to any and all teams making decisions about current and future products and services.”

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