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Talking With: Lionbridge Marketing VP Clint Poole on top tech, trends hitting in 2016
Find out why beacons to deliver in-store, offline digital-offers was a bust in 2015 andy why the intersection of POS tech and personalization will be a hot trend in 2016.
February 15, 2016 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
From all accounts this year will be a compelling one in customer retail experience technology and strategy. As part of our continuing discussions with industry experts and leaders Retail Customer Experience tapped Clint Poole, VP, global marketing for Lionbridge, for his insight on the past year and what's to come in 2016. Lionbridge provides translation and localization, digital marketing, global content management, and application testing services to top brands.
RCE: If you were to describe 2016 as the year of 'x,' in terms of retail trends, what would it be?
Poole: In 2016, a key trend we'll see is the intersection of point of sale technologies and personalization technologies. Retailers will focus on strategies around how to manage the omnichannel buyer experience in offline, online and mobile channels. For example, we're starting to see high-end luxury retailers testing this out, by presenting unique offers tailored to each consumer in the right moment or at the point of purchase. Personalization will also continue to be a key trend in the coming year — at the end of the day, consumers want personalization. Research and data show a higher return for consumers when personalization is involved, whether it's content for retailers or merchandise for shoppers via e-commerce.
RCE: A recent report mentions there will be a move by retailers to have more control over shelves based on data knowledge. Does that reflect retailers are embracing data analytics and data collection tools and willing to give up revenue that’s has been tied to shelf placement in stores?
Poole: Yes. Retailers are embracing data analytics and transforming the way they manage their stores by creating in-store experiences that are relevant to the highest volume of shoppers entering in. It is likely most consumers coming into a store have done prior research online, and are at a point of purchase. With data analytics, retailers are able to measure what online research is being done, and ensure that the relevant products are available on the shelf during the purchase point. As a result, retailers can provide an effective offline customer experience for the buyer.
RCE: What is the biggest 'customer experience' factor, technology/trend coming into big play this year?
Poole: The biggest customer experience trend in 2016 will be utilizing personalization technologies with point of sale technologies. The end goal for retailers is integrating the two major technology systems and designing a better user experience to ultimately drive revenue in-store. In addition, another key trend revolutionizing customer experience will be the integration of digital technologies across the omnichannel, providing a seamless experience in online, offline and mobile, mapped to each buyer’s journey.
RCE: Personalization is key, but how hard is it to stay away from the 'creepy' factor?
Poole:The definition of this "creepy" factor happens when personalization goes bad, or doesn't work, which can be a factor today as retailers have access to analytics tools and data around consumer behavior at their disposable. However, currently there isn't much data, research or customer insights where personalization has gone bad, or where buyers have really turned on a brand. In the digital world we live in today, consumers are so fast paced that if they are presented with a marketing ad or new product that isn't relevant, they simply click past it and move on. In the long-run, the "creepy" factor in personalization won't stick.
RCE: What is one retail customer experience centric trend, if there is one, from 2015 that will likely not move forward or was a bust in 2015?
Poole: The use of beacons to deliver in-store, offline digital-offers was a bust in 2015, and what would have been considered a "creepy" factor. For example, consumers would be walking through a mall in the U.S. and would receive an SMS text message from a retail store alerting them of current sales and deals. As a result, this level of offline digital-offer experience showed very little return for retailers, and isn't something I envision coming back in the new year.
About Judy Mottl
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