RichRelevance realises dream of adding richness of online engagement to the store
While e-commerce is booming, omni-channel retailing still only accounts for 16% of sales outside the grocery sector. But that is all set to change as mobile technology is put to use to offer a personalised, omni-channel experience to retailers in stores – by merging online and offline data in real time.
Launching Rich Relevance in Store, self-proclaimed ‘omni-channel personalisation experts’ RichRelevance is seeking to offer retailers the chance to extend the personalised interaction afforded by the web to the in-store experience using mobile – from, says David Selinger, CEO of RichRelevance, “the front entrance, to aisle, kiosk, associate, dressing room, and checkout — exposing shoppers to the right inventory and enhancing product discovery”.
“The battle for the future of retail will be won or lost in the store,” adds Selinger. “Relevance in Store optimises personalisation for all customer touchpoints in the physical retail environment and creates new opportunities for retailers to engage shoppers, empower associates and build customer lifetime value.”
So what do you get for your money? Well, RichRelevance in Store is set of tools and SDKs that allow the retailer to connect with consumers and plug them into RichRelevance’s powerful DataMesh platform and team of retail data experts to seamlessly merge online and offline data sources and rapidly build custom applications. Connected to consumers over wifi or mobile network, the system welcomes the consumer via the retailers app (which doesn’t have to be running, just installed) and can then guide them and assist them as they move about the store, says the company.
“Each experience is fine-tuned in real time based on changing individual and group behavior, as well as the retailer’s own dynamic business goals, through the combined power of RichRelevance’s cloud-based platform, which is built on a service-oriented architecture (SOA), and RichRelevance’s personalisation strategies, best practices and experts,” explains Selinger. A walk through of how it works can be see below.
The technology, currently in demo form in RichRelevance’s Omnichannel Lab – a fully-functional retail test environment equipped with iBeacons, point of sale systems and digital surfaces – is being trialled in a number of stores currently with a wider roll out expected later in the year, but it is already attracting a lot of attention.
“RichRelevance has the best technology, solutions and team of experts to arm retailers with what they need to win against Amazon,” said Sandhya Venkatachalam, Founding Partner at Centerview Capital. “Relevance in Store changes the game entirely by creating a physical shopping experience that is as adaptive and personalised as online – with tremendous gains for retailers who participate.”
A walk through the process
So what can shoppers expect?
• Store Entrance
A shopper is digitally greeted with relevant offers, promotions and notifications upon entering the store – the same level of personal attention expected of a top-notch sales associate.
A shopper’s own behaviour combines with online and offline data to expose the most relevant inventory in real time, creating an “endless aisle” of product and offers.
A price check kiosk presents appropriate cross-sells and additional details on items in a shopper’s cart.
Associates present the relevant upsell and cross-sell opportunities, becoming category experts with minimal training. For other retail brands, associates provide a new level of personal attention and service, ready to appear when a shopper lingers at a rack or unlocking dressing rooms at just the right time.
Store receipts and follow-up emails build customer lifetime value through personalised messages that provide a discount or inspire participation in a loyalty programme.