Experiential engagement to be key objective for retailers: Shiv Inder Singh, Firefox Bikes

It is also about consumption of more content and really building on having a better and hassle-free experience for the consumers.
Experiential engagement to be key objective for retailers: Shiv Inder Singh, Firefox Bikes

By Shiv Inder Singh, MD, Firefox Bikes

Today, we live in a society where consumers want convenience and control, which is why the continuing trend i.e. mobile's disruptive role in the retail shopping and shopping experience will keep getting stronger for every consumer.

Mobile devices and smartphones are becoming more and more pre-dominant in a way that is driving digital retail. Browses, volumes and also the conversions are increasingly going up on mobile sites.

It is not just about the transactional ease and putting products in people's faces, it is also about consumption of more content and really building on having a better and hassle-free experience for the consumers.

The consumers expect more engagement and they want to see relevant content and a behaviour-based experience, which is in sync with their requirements and surroundings. Experiential engagement therefore, is going to be the key objective for the retailers beyond just selling products.  

2015 is going to be a year of fragmentation and it is going to be challenging to keep the primary shoppers in stores. The consumers have a lot of destinations, platforms and options to fulfill their shopping needs.

Because of this fragmentation, it will be more important than ever to keep shoppers in the ecosystem, whether it's online, mobile or in-store.

 As the retailers continue to go under the microscope, one thing retailers are going to have to deal with in their effort to keep shoppers coming back is an increasing demand for transparency.

There's increased sharing of information and a quest for understanding from a source perspective and an ingredient perspective.

This year will also witness the lines between the online mobile and the real world begin to blur. There are new technologies coming out that will change the experience of online and how one looks at, touches and feels a product.

The reason people go into the store today is to touch, feel and see. This line of differentiation will start getting blurry and can have an impact on the retail industry.

However, these technologies will not be limited to online, but will also exist in stores and it will be interesting to see how the retailers use this technology.

Induction of technologies like Augmented Reality in the industry brings in a unique customer experience and acquaints the market with a fun filled method to reach and connect with today's consumers who live in a digital eco-system and put life into an everyday product.

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