Using data to shape the shopping journey

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The retail industry isn’t undergoing an evolution, but a revolution. Yet with monumental advancements in retail technology, it can be difficult for retailers to decide which solutions are best for their businesses. For this episode, Salesforce Senior Vice President of Retail Industry Shelley Bransten (second right, above) and PwC Partner Ian Kahn (second left, above) joined Retail Gets Real from NRF 2018: Retail’s Big Show to discuss how retailers can use data and technology to their advantage.

Technology is an enabler for innovation, but retailers shouldn’t adopt tech for the sake of tech. “Winning retailers need to be experts at how digitization impacts their business model,” Kahn says. Bransten agrees, adding, “It’s not just data. It’s actually the signals from the customers about what they want, what they need and how you can be a better retailer for them.”

“Winning retailers need to be experts at how digitization impacts their business model.”

Ian Kahn

The mobile experience is the glue between the online and in-store experiences, strengthening the need for an interconnected omnichannel strategy. Customers are guided along personalized “engagement journeys” powered by AI, but Bransten notes that it’s important to be wary of the line of “cool versus creepy.” How do you appropriately personalize the experience for each customer? “That’s the secret sauce for the retailers that are really winning,” Kahn says.  

Listen to the episode to hear how “the endless aisle” is opening new doors for customers. For more great stories from NRF 2018: Retail’s Big Show, check out the recap .

Sarah Rand is a co-host on NRF’s Retail Gets Real podcast. Meet all the co-hosts and learn more about the show.