Online shopping provides access to a wide range of products, not limited to clothing. However, there can be risks associated with purchasing items online, particularly when it comes to groceries, fragrances, furniture and electronics, as it is not possible to replicate the experience of physically discovering products in a store.
The greatest challenge facing the e-commerce industry is now providing a satisfactory and unified customer experience while reducing customer contact. This is the essence of cashless transactions, which was a difficult concept to grasp before the COVID-19 pandemic, but has since been proven to be viable. Therefore, the focus has shifted to ensuring customers can purchase goods and services with minimal interaction.
Contactless commerce has the potential to revolutionize the way we purchase goods, both online and in-person. In order to maximize the advantages of this technology, businesses must develop innovative strategies incorporating the latest technology to drive sales.
It appears that a number of major retailers have begun to embrace contactless commerce, indicating a potential rise in consumer spending in the future. This is exemplified in the given example.
Experiential Technology at the Helm
New technologies are essential to enable contactless commerce to become a reality. Technologies such as machine learning, computer vision, big data analytics, augmented reality, sensors, beacons, and robotics are being used to cleverly integrate buyers and sellers without the need for physical contact.
Amazon Go is a prime example of cashless shopping. The store utilizes sensors and computer vision to create a Just Walk Out experience, which has become one of the most renowned contactless retail environments. You may have seen a video showcasing the process, whereby customers enter the store, browse the shelves, select their purchases, and leave with their trolleys. The order is automatically scanned, and the customer’s credit card is then charged for the total amount.
JD.com, a Chinese retail giant which takes inspiration from Amazon’s Go concept, has been implementing “unmanned shops” for some time. These shops use RFID tags, face and image recognition, as well as other biometric identification techniques, to monitor the customers’ movements. Additionally, RFID tags can be used to provide shoppers with information such as pricing, availability and location of products. On the other hand, sensors are used to monitor foot traffic, recognize repeat customers, and decide where to place products.
Despite this, there are many other uses for a technologically advanced retail store. AI-enabled mirrors, such as those used by Uniqlo, allow customers to try on clothes without having to leave the store. Virtual fitting rooms can be utilized with the help of a 3D avatar or a magnifying mirror, making them a great option for online shopping.
Retail Redefinition
The visual nature of online purchasing is one of its defining characteristics. Customers who choose to shop via the internet may only gain an understanding of a product’s quality by viewing images, videos and reading product descriptions. Customers have far greater freedom of choice when shopping in-store, as they are able to inspect, handle and even smell the goods before making a purchase. Is there any way to replicate this experience when shopping using contactless payments?
Scientists are striving to achieve the dream of being able to sample flavors and fragrances through the internet. Various novel approaches, such as the lickable screen, are being investigated to facilitate the transfer of tastes and aromas. Early research has shown that there are innovators committed to pushing the boundaries of what technology can accomplish, in particular within the retail industry. It is tantalizing to envisage a world in which it is possible to try a beverage or scent using just your phone before buying it.
Shops are exploring the use of cutting-edge electronics to create unique in-store experiences for customers. Kiosks, for example, are being used to provide information about products and services without customers needing to navigate menus or manually note down questions. AI systems are being utilized to comprehend spoken language in its entirety, including elements such as tone, pitch, and timbre.
Voice-activated technologies are increasingly being integrated into the retail environment to improve the customer experience. For instance, Carrefour has implemented Google Assistant, a recommendation system which takes into account user input and additional factors such as pricing and stock availability, to provide tailored suggestions. This technology is akin to the smartphone assistants that many of us rely on in our daily lives.
Further research is being conducted to explore the potential of using facial recognition technology driven by AI algorithms to facilitate purchases. This could provide a more convenient option for consumers compared to the need to use their phones or cards every time they make a transaction. As there is still some apprehension around the implications of this technology, this solution seems particularly innovative.
The Retail Industry Is Looking Ahead
As the retail sector continues to move towards contactless solutions and more complex systems to reduce friction, some of these options may be suitable for introverts. These are already being considered or implemented, making them an essential part of the future of the retail industry. This is not just an opinion; the trend in the sector is clearly heading in this direction.
It is clear that true contactless commerce is still some time away. For the foreseeable future, the in-store experience will remain significantly different to that of the online experience. Nonetheless, it is possible that some of the current issues may not remain in the distant future. Even now, augmented and virtual reality can be used to gain a better understanding of how a new piece of furniture may look in your living room, or how a garment may fit, before making a purchase.
Although it is unlikely that any of the anticipated improvements will be seen in the upcoming months, we can be sure that they will eventually be adopted by the mainstream. This is due to retailers forecasting that a contactless future appears to be on the horizon.
