[NRF 2018] The digital retail experience confirmed on this second day

The NRF, a major retail event in New York City, is in full swing. Yesterday I presented my vision of the beginning of this edition. Today, the second day, we enter into the heart of the matter with the “omnidigital”. Decoding and explaining this innovative phenomenon:

Phygital is a concept widely exploited by Retailers.

The term “phygital” reflects the desire to create an interaction between the customer experience in the “physical” store and the various “digital” channels. This trend has been going on for some years now. We have seen different examples of this, such as Undiz (Etam Group) creating an in-store customer experience with express delivery tips after ordering on an interactive kiosk. This has allowed them to lighten the shelf space while at the same time having more stock in their store. During the 2018 NRF event, we are attending the presentation of the new Sephora store on 5th Avenue with “à la carte”: video make-up lessons, sharing on social networks, screens informing about the health of our skin and complexion, etc. Digital technology is in the heart of the flagship store!

The customer pathway, precision is the keyword.

Already essential on the web, the customer experience and more precisely the customer pathway is at the heart of all the concerns of traditional retailers. It becomes more precise and is an essential KPI to be taken into account in store. This convergence can also be seen in the opposite direction: e-retailers like Amazon offer their customers to find in the physical world the purchasing facilities they have created in the digital world. We therefore see flourish not only cashless stores but also personalized suggestions in store thanks to an impressive technological maturity.

On the other hand, Wallmart is building a digital hub to achieve or even surpass the digital customer experience of its competitor Amazon, notably with JD. com, Alibaba’s competitor: “We need to build an e-commerce business quickly. We still have a lot of work to do because our consumers want to combine the online experience with the in-store experience. The two must converge,”says Doug McMillon, CEO of Walmart. In some ways, in a frantic race against time, the big players all converge on this “omni-digital” experience.

Topic number one in this edition will remain the data. Its valorization is now the important issue for retailers coming en masse to learn about trends. Digital and physical commerce must no longer be the opposite of each other, but must now be gather in order to meet optimally the customers needs who are keen on new technological experiences.

On the other hand, Wallmart is building a digital hub to achieve or even surpass the digital customer experience of its competitor Amazon, notably with JD. com, Alibaba’s competitor:”We need to build an e-commerce business quickly. We still have a lot of work to do because our consumers want to combine the online experience with the in-store experience. The two must converge,”says Doug McMillon, CEO of Walmart. In some ways, in a frantic race against time, the big players all converge on this “omni-digital” experience.

Topic number one in this edition will remain the data. Its valorization is now the important issue for retailers coming en masse to learn about trends. Digital and physical commerce must no longer be the opposite of each other, but must now be gather in order to meet optimally the customers needs who are keen on new technological experiences.

Would you like to discuss this?

manuel davy vekia nrf

Manuel Davy
President and Founder of Vekia
Stand #1155