To delight customers, aim for the clouds

As stories about “digital transformation” pervade our Twitter feeds, we must not forget that the bits and bytes of the latest technologies won’t alone create a meaningful bond with shoppers. Technology must serve a larger purpose. Learn about the four forces driving modern consumer demands and hear from leaders at Macy’s, Warby Parker, FINDMINE and IBM on how technology can help meet them.

Consumers are more aware, more vocal, more empowered today than ever before. They want retailers and brands to reflect their values, and do so authentically. Shoppers’ desire for “Self Expression” means retailers and brands have to become more transparent, enable their customers to live a more wholesome lifestyle and build a stronger brand that shoppers care deeply about.

Time is currency for consumers living increasingly urban, digital-first lives. For retailers and brands, shoppers’ desire for “Urban Efficiency” must be about much more than just fast shipping and easy returns. It must be about respecting their time, and aggressively eliminating friction from their customer experience.

Consumers, empowered by the “at-my-time, at-my-pace” independence of digital, want the same from in-store experiences. From customizing recipes at a restaurant kiosk to completing online returns in-store without assistance - they want greater control of their entire relationship with you. Digital is the front door to your store, and your customers have the key.

Consumers don’t just buy products; they use them as part of the broader narrative of their lives. By evolving their relationship with shoppers from transactional (make shopping easier) to functional (fit into their customers’ lives), retailers and brands can become a part of their tribe.