connecting with consumers: creating immersive experiences

The traditional brick and mortar store is being reimagined. Despite the growth of online shopping, consumers still shop in-store and consumers demand more from this experience. 

Gen Z is more hungry than any generation before to disrupt the status quo.

Ashley Stahl, Gen Z and Millennial expert

Consumer demand for personalisation

Today’s shoppers want physical stores to revolve around them, not the product. Consumers expect the same level of personalisation they get when shopping online to be available when shopping in-store. Physical stores are evolving in response. They’re becoming spaces where a brand’s physical and digital offerings meet, and consumers are encouraged to engage and play.¹

“We’ve seen the rise of augmented reality, live streaming, we’re also seeing virtual shopping consultations. All of these aspects are accelerating the convergence between physical and digital retail. And offering a really compelling hyper personalised experience for the customer regardless of whether they are in the physical or digital world.” Natalie Berg, retail analyst, author and founder of NBK Retail.²  

Augmented Reality (AR) and Virtual Reality (VR) technology is already being used to turn static online shopping experiences into multi-sensory ones. But consumers want more. Brands that are pioneering in this space are creating immersive digital experiences. These not only have visual and aural components, but also integrate senses of touch, smell and even taste. With technology rapidly evolving, this new level of immersive digital experiences is set to become mainstream in the near future. 

Automation and the consumer experience

While almost 20% of consumers are comfortable talking to an automated chatbot, most people (nearly 60%) prefer talking to a human when addressing customer service questions.³ 42% of businesses are planning to invest in robotics and automation.³

Although technology solutions make our lives easier, we still like human interaction. Genuine emotional connections make us feel appreciated and respected. Consumers want to engage with machines and humans, but for different reasons and at different points in their customer journey. 

Gen Z in particular value human connection, even more so than their millennial counterparts. According to Ashley Stahl, Gen Z and Millennial expert. Ashley explains that Gen Z differs from other generations based on its relationship with technology. “Gen Y grew up being hooked on technology, but when you look at Gen Z, they’re valuing the human conversation.” This is part of the reactivity that Gen Z is having to their millennial counterparts. So, while Gen Z values technology, innovation, and disruption, they also value this element of humanity. “Gen Z is more hungry than any generation before to disrupt the status quo.” 

Learn more about Gen Z and Millennials

Businesses need to create a path to purchase that optimises the interplay between automation and human touch. When automating touchpoints in the customer journey, businesses should keep consumer experience front of mind. This means automating authentically. By doing this, businesses can enhance the path to purchase and build a stronger relationship with their customers. The best tech integrations are those that are indistinguishable from the human touch, and allow the consumer to choose and personalise the tech where possible.³

¹ Euromonitor: Voice of the industry: Retailing

² Goodman Thought starters

³ Euromonitor: Top ten global consumer trends 2023

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