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The race for a digital strategy and its fastest possible implementation has never been as relevant as today. Now, in the post-pandemic era, digital customer journeys play a fundamental role. The new social distancing economy requires companies use technological capabilities to minimize real-world risks, invent unique experiences to maximise sales and, above all, increase customer perceived value.
The first things that come to mind regarding digital commerce might be web stores, shopping carts, product recommendations and personalization engines. But that's not the whole package. Emerging technologies and techniques, such as Artificial Intelligence (AI), Machine Learning (ML), Augmented and Virtual Reality (AR/VR), Internet of Things (IoT), Robotic Process Automation (RPA), Natural Language Processing (NLP) and Data-driven processes, can unlock the potential of digital commerce, turning shopping applications into emotional shopping experiences.
Reply is permanently carrying out studies to anticipate trends and explore key-strategies. Lately, we interviewed 15 experts, conducted digital surveys made by 13 different Reply companies and promoted Bootcamps with more than 40 clients in the Automotive, Manufacturing, Retail (Home Appliances, Fashion, Furniture), Energy and Assurance industries.
The interviews and surveys showed that several trends and solutions are related to the customer journey. When structured in quadrants, we can identify different stages of their usage: Experimental (notable activities in
the market), Transformational (disruptive potential in the market), Early Bird (conceptual with limited market penetration) and Commodity (widespread and generally accepted).
2019-2020 Research by Reply Practice on Digital Commerce: Areas of relevance in digital commerce within the next 3 years (topline).Design: interviews with Reply experts and customers on digital commerce insights and needs.
We asked industry experts to rank from 1 to 5 the relevance of technological capabilities over the next three years. We noticed that the more relevant ones aim to address the needs of full personalisation, contextual contents and continuous shop optimisation and innovation to overcome interruptions in the customer journey.
We detected, considering both B2C and B2B business, two megatrends resulting from a change in customer behaviours: Customer Emancipation and Personalisation.
The survey results, categorised and ranked from 1 to 100 according to frequency, show which technologies are able to respond to these demands. It is not surprising that data driven technologies like AI/ML are at the top of the list as well as technologies that have the potential to automate processes and ease communication with the customer.
“I know exactly what I want and how I want it. I want to have control and transparency. I want to share my experiences.”
“I want it now and I want it to be perfect for me.”
2019-2020 Research by Reply Practice on Digital Commerce: Hot topics in the context of digital commerce (Topline).Design: interviews with Reply experts and customers on digital commerce insights and needs.
New game-changing shopping formats are emerging like Voice Commerce, Digital Shopping Assistants, Digital Twins, Social Commerce, Data-Driven Ecommerce, Interactive Shopping Windows and much more. In combination with Hyper-Personalisation, it will be possible to create ground-breaking shopping experiences for the individual customer that go far beyond what is known today.
Reply, with the support of all its highly specialised companies, helps customers to exploit relevant technology and face economic transformations. Our holistic approach can offer: consultancy strength with technology know-how,
e-commerce expertise with marketing proficiency, agency knowledge combined with system integration skills.
Everyone and everything are fated to have a digital representation. It means a one-size-fits-all approach is not going to be enough to stand-out. E-Shops will have to be unique and creative to grab attention. The ultimate challenge will be balancing the customers’ expectations and the complexity of businesses.
A unique consumer shopping experience can only be offered if the company recognises customers as individuals within micro-moments, manages vast amounts of micro-data, structures it to generate valuable insights and uses them to respond to consumers with benefits. Once again, it’s the end of the one-size-fits-all approach.
FUTURE COMMERCE COMBINES CREATIVITY AND EFFICIENCY IN THE DIGITAL AND PHYSICAL WORLD
UNLEASHING CREATIVITY AND HARNESSING TECHNOLOGY ARE THE CHALLENGES OF THE FUTURE
CUSTOMER EMANCIPATION IS A MEGATREND SHOWING A NEED FOR INDIVIDUAL RECOGNITION
THERE IS NO ROOM FOR THE “ONE-SIZE-FITS-ALL” APPROACH
THE INDIVIDUAL CUSTOMER REQUIRES PERSONALISATION OF CONTENT AND OFFERS
PERSONALISATION LEADS TO A GROWING NUMBER OF MICRO-SEGMENTS
EFFICIENT DATA MANAGEMENT IS KEY
LEVERAGING DATA, ALGORITHMS AND PREDICTIONS DRIVES CUSTOMER EXPERIENCE
HYPER-PERSONALISATION IS HOT STUFF
INTELLIGENT DIGITAL SHOPPING ASSISTANTS COMBINE ATTRACTION AND CONVERSION
Tools and Methods
Third Party Partnership
UX / UI
Consent / Identity Management
Product Information Management
Cart / Order Management
Cross-selling / Upselling
Ease & Convenient Service Level
Customers are looking for new, interactive buying experiences and offers geared to their needs. At the same time they want to make the replenishment process as efficient as possible, especially when it comes to every day products. With
Reply Voice Commerce,
Syskoplan Reply has developed an extension for SAP Customer Experience that precisely addresses this need for simplification, and with which language can be used as a natural communication medium.
The goal of Reply Digital Experience is to create sustainable customer journeys. From end-to-end customer engagement to commerce solutions, the offer includes innovative technologies, data-driven insights and active creativity. Transformation consulting, CRM and service design are additional key areas.
Now is the time to redefine your Customer Experience by designing new products and services to be distributed across all channels, with communication plans that are aligned with the business after a challenge like COVID-19.
Social Commerce, customer journeys that start on social media platforms such as Facebook and Instagram, are predicted to grow to $165bn by 2021.
Portaltech Reply was keen to lift the lid on this new shopping phenomenon, to find out
what the British public thinks of purchasing products either directly or indirectly through social media channels.
This webinar consists of a presentation of the potentiality of
semantic search, a methodology that can meaningfully enhance the search functionality of ecommerce websites in order to both boost conversions and upgrade the
In the second part of this webinar series, you learn being "creative" and "efficient" at the same time by using "Experimentation" as a method and "Headless" as architectural approach.
During this webinar held by
Syskoplan Reply and Triplesense Reply, attendees got an introduction to the relevant digital capabilities, which can positively influence digital commerce, followed by a deep dive into Voice User Experiences.
Sophy is your e-commerce chatbot that’s available 24 hours a day, 7 days a week. It understands your customers’ needs and supports them with personalised advice – from choosing the product to completing their purchase.
Companies wishing to attract prospective customers, retain existing customers and successfully market their products and services must cater to different channels as seamlessly as possible while taking all channels into consideration. It is thus important to know the specifics of each channel and to employ the right tools and techniques. Susanne Zander, Partner at Syskoplan Reply and Reply Practice Leader Commerce explains how this works in practice and how far companies have come.
With SONAR Trend Platform Reply is able to create an overview and mapping of relevant trends in the field of Human Machine Interfaces, based on their occurrence within expert media articles, mass media, patents and scientific publications.
SONAR Trend Platform Reply is able to create an overview and mapping of relevant trends related to Retail Technology based on their occurrence within expert media articles, mass media, patents and scientific publications.
The Capri Group, owner of the well-known fast fashion brands characterised by high growth potential - Alcott and Gutteridge - is taking on, with Retail Reply’s support, an innovative digital transformation process. This process puts Artificial Intelligence at the service of the Retail world and integrates the gradual nature of a scalable approach to the vision of a multi-channel oriented future.
To integrate some of the most advanced digital technologies into its in-store operating processes, the Prada Group has chosen to rely on Retail Reply’s vast experience and on the functionality offered by Oracle’s innovative Retail Suite.
Created to catch the public’s attention, Hypervsn's 3D holograms are the ideal high-impact instrument for events, exhibitions and retail, to support branded content and new business opportunities. Protocube Reply, thanks to this technology, can support its customers in the creation of 3D animations of their products.
ARIA - Virtual Personal Shopper combines a real-time 3D configurator with a conversational interface, to make the digital experience between a product and its users as natural and straightforward as possible, both online and in-store. Reply's goal is to offer brands a practical and scalable product for all their commercial needs.
The idea of Virtual Try-On (a branch of the Virtual Fitting Room concept) consists, literally, in trying on a product without physically having it, wearing a virtual 3D model on the display of a smartphone and configuring it with an Augmented Reality application.
Consumer trust in brands has plummeted over the years which has been driven by how brands are managing our
data. Consumers can make a conscious decision to provide access to their data via a contract that benefits both parties. This would be a positive step in the right direction to rebuild trust in this data-driven age.