How to leverage IT to deliver tailored shopping experiences

How to leverage IT to deliver tailored shopping experiences

In Minority Report, the Steven Spielberg-directed blockbuster set in 2054, there’s a scene wherein Tom Cruise’s character walks down a hallway lined with hologram ads and facial recognition security cameras. When the cameras detect his presence, the ads start addressing him by name. In another scene, his character enters a Gap store, and the virtual greeter addresses him accordingly.

We’re not there yet, but even in 2002, Hollywood saw what’s to come in the retail scene.

In a 2011 study by IBM, which included more than 1,500 CEOs across 25 nations, 93% of the executives emphasized that enhancing comprehension, forecasting, and delivering what customers genuinely desire ranked among the foremost priorities for themselves and their organizations.

The retail landscape is evolving, ushering in an era where personalized shopping experiences reign supreme. Today's consumers want more than just generic interactions; they prefer tailored journeys catering to their preferences and needs. Retailers that harness the power of IT to deliver such tailored shopping experiences are those forging stronger connections with their clientele and securing their loyalty. They’re the ones who will win their customers’ hearts, minds, and wallets.

What are tailored shopping experiences?

Tailored shopping experiences transcend mere familiarity with a customer’s name or past purchases. They entail a deep understanding of each individual’s unique preferences, habits, and desires. This can manifest in several ways:

  • Personalized product recommendations: Imagine entering a store and encountering a curated selection of items tailored precisely to your interests, based on your browsing history or previous purchases.
  • Targeted promotions and discounts: Instead of having your inbox inundated with generic coupons, you receive exclusive offers on products that genuinely align with your interests.
  • Seamless omnichannel experience: Enjoy the convenience of researching a product online, trying it in-store, and completing the purchase seamlessly through your smartphone, all within the retailer's ecosystem.
  • Interactive experiences: Utilize technologies such as augmented reality (AR) and virtual reality (VR) to envision furniture in your home or preview makeup looks before committing to a purchase.

Companies are investing more in tools and technologies to help them understand customers deeply, using all the available data from internal and external sources. Realizing that acquiring customers is six to seven times more expensive than retaining them, companies are shifting focus to existing customers.

What is the role of IT in personalization?

With the help of IT, retailers can figure out individual preferences, behaviors, and shopping patterns, allowing them to deliver personalized recommendations, promotions, and services to customers. Integrating technology into the customer experience enhances customer satisfaction and drives loyalty and engagement.

The following is how IT serves as the backbone of personalized experiences in retail: 

  1. Data collection and analytics: Customer relationship management (CRM) systems, loyalty programs, and website tracking tools amass a wealth of customer data, enabling retailers to create detailed profiles and identify patterns and preferences.
  2. Artificial intelligence (AI) and machine learning: AI algorithms analyze this data to predict future actions, personalize marketing messages, optimize pricing strategies, and tailor in-store displays to specific customer segments. Predictive analytics is considered by 58% of B2B marketers as the most effective AI-powered technology for hyper-personalized strategies. 
  3. Omnichannel integration: Robust IT infrastructure facilitates seamless experiences across online and physical stores, incorporating unified customer databases and real-time inventory management.
  4. Mobile apps and beacons: Mobile apps leverage location services to offer targeted promotions and product information based on proximity to physical stores. In-store beacons provide personalized recommendations based on customer location.
  5. Interactive technologies: AR and VR experiences revolutionize customer interactions with products, allowing for virtual try-ons and visualizations before purchase.

The value of building trust and transparency

While IT-driven personalization offers immense potential, maintaining trust is paramount. Customers value convenience and recommendations but also prioritize privacy. Retailers must be transparent about data collection and usage, empowering customers to control their information.

Is your company ready for the future today?

The retail industry stands at the brink of a personalization revolution, empowered by IT. It’s important to remember that technology complements, not replaces, human touch. By combining IT innovations with knowledgeable and helpful staff, retailers can deliver truly tailored experiences that resonate with customers, foster lasting loyalty, and drive up sales.

Do you want your New Jersey retail business to leverage data analytics, AI, and interactive technologies to craft bespoke journeys for your customers? Then partner with us at Online Computers. Our experts will help manage your IT and ensure your company increases its productivity and efficiency. If you want your business to have that IT advantage and achieve blockbuster success, contact us today


Keep all types of cyberthreats at bay by adopting our comprehensive cybercrime defense game plan. Download our free eBook today to learn how!Download here