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GlobalShop 2013: Understanding the connected consumer

April 18, 2013

There is a growing conundrum in retail: How do you capture the attention of the connected consumer?

With more shoppers staring at screens, essentially becoming less connected with reality the more connected they become with the digital world, the answer can elude retailers that have yet to embrace the digital revolution. But those retailers who have witnessed the power of the mobile phone and other digital technologies have probably realized their huge and far-reaching potential.

During a session this week at GlobalShop's conference in Chicago, Florian Vollmer, principal and SVP of design for Atlanta-based design and strategy firm inReality, led a session on how retailers can create a mix of digital and reality to create meaningful connections with the consumer.

Vollmer's presentation took attendees on a journey along the customer's purchasing decision, which he said is made up of the ever-changing context of customer experiences. Consumers are expecting real-time experiences and information at every single touch point, Vollmer said.

"What we really need to do is look at the customer journey," he said. "Look at the individual, trace their steps and understand what is relevant."

Technologies such as life-sized digital displays, gesture interfaces that cross the boundaries of personal space, touchscreens, NFC and wearable technology like Google Glass and smartwatches are all working to create a seamless interaction for the consumer's shopping experience, he said.

Vollmer also said retailers need to move from the idea of showrooming to the idea of "experiencespacing," which will create an experience that is relevant to the customer. Defensive tactics against showrooming are a futile effort, he said. Retailers must instead invite mobile technologies into the store, maintaining a tight control of all channels.

Read more about multichannel retailing.