Digital Transformation Brand Purpose Creative Works

How to use data to improve customer experience

By Olivia Atkins | Branded Content Writer

November 23, 2021 | 5 min read

Data can be an effective tool for tracking consumer behavior and improving customer experiences.

The future of retail is changing with data at the forefront; The Drum's affiliated CornerShop space houses new retail tech concepts.

The future of retail is changing with data at the forefront

The pandemic led brands to rethink their strategies after physical retail stores were closed and shoppers had to move online to make purchases. Thankfully, the benefit of this was that retailers could get a sense of how users were behaving online; including how long they would spend on an individual page, whether they put items in their basket, and whether they had been directed to the page through targeted advertising.

However, transforming these insights and delivering consumer preferences in a physical space proves difficult. Data-led installations can contribute to a customer’s overall experience.

Data can be used in a number of creative ways to complement advertising strategies and ensure that messages delivered to customers are purposeful and relevant to elevate their experience.

Few stores have harnessed this hybrid approach. Amazon Go led the way by launching its debut digital-first store this summer and is among those pioneering the use of data in this way to make shopping a more seamless opportunity.

And now The Drum has joined these brands with the launch of its data-driven concept store, CornerShop, which samples a number of retail-led initiatives, collecting data on customers to see how they interact in-store to improve their experience.

Installed technologies include tracking customer movement around the store – including a heat map function that allows for automatic social distancing regulations to be factored in. Shop assistants can notify customers if they are standing too close to each other while interacting with the displays.

The store also boasts a number of exhibits that use personalized data to tap into individual customer preferences and interests to shape their experience and present tailored artwork and display products as per their interests.

There is a digital shelf that responds to user’s details shared on the corresponding store app on entry, which showcases products related to their dietary requirements and makes for easy viewing, showing vegan, vegetarian and healthy options.

Another installation is the NFT-clothing line led by Sharpend, which allows users to enter the world of AZ Factory, the company founded by late designer Alber Elbaz, and become part of a fashion community. Using their phones, users can scan the NFT tag and explore innovative designs and other craft-led insights behind the brand. Consumer data is captured for future marketing purposes, incorporating customer preferences.

The exhibition space officially opened over a fortnight ago and is open to public viewing with the hope that they will interact with the installation in-store.

Data will be used to capture interaction in-store to be used at a later date to inform future concepts, transforming and tweaking them so that they are relevant and suited to consumer needs.

The future of retail is changing with data at the forefront. CornerShop is pioneering this change with a number of data-led installations that allow consumers to test out new initiatives and brands to see what works from a customer perspective.

Come in for a visit of CornerShop on Curtain Road in Shoreditch now or book in here for a tour of The Labs space, which is available for hire for seasonal parties, industry events and more.

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