Customisation and innovation: the pathway to the future of retail

Something as simple as being welcomed to a shop with a "Good morning, how can I help you?" could soon be a thing of the past, or, at least, not hearing it from a person but a robot that customises the interaction according to the data the establishment has on the customer. Even now, both the role played by the shop assistant and the management of online information and purchases are fundamental. "Retailers are working to provide a seamless experience for customers, between online and offline shopping. We are now seeing customers browse online and pick up in the store; or visit a physical store to touch and feel the product and then purchase it online," explains Barbara Kahn, professor of marketing at The Wharton School, University of Pennsylvania. Building a strong brand that the consumer can identify with and a supportive brand experience is one of the approaches retailers are taking to adapt to these changes.