The way we shop online is evolving, making use of cutting-edge technology, as well as
taking cues from other industry sectors which pride themselves on customer experience and immersion. Today’s consumers are more demanding than ever before, so customer service, personalisation, accessibility, and functionality are at a premium for any e-commerce business.
Of course, part of the joy of shopping (if you’re into it) involves interactivity, holding the clothes, trying them on, even having a laugh with the shop assistant. But now online shopping aims to replicate that experience, just with the added convenience of being able to shop from the comfort of your own home. But what are these technologies, and how are they being implemented? Let’s take a closer look.
Virtual concierge
For immersion and personalization, take as an example the world of online gambling — now a thriving multi-billion-dollar global industry. We’ve seen an increase of live dealer games such as roulette, poker, and blackjack capture the imaginations of players, and now it’s gone to the next level with live game shows at Paddy Power, replete with presenters and myriad themes. And retail apps have picked up on the trend.
A concierge is a major part of any shopping experience, and until now, was sorely lacking from e-commerce. But now, with the advent of advanced and affordable mobile technology, a virtual concierge has become a reality. The truth is, with all the convenience and accessibility online entertainment, retail, banking, etc offer, we still crave the personal touch. And retail has been duly inspired, recognising that personalisation and interactivity is a key part of the shopping experience, even through a mobile phone or laptop. A virtual concierge is beneficial for consumers and for businesses, as they are able to handle multiple queries at once,
providing a better and more efficient service.
AI and customer service
Ok, so we love to interact. But there are some situations where speed is of the essence, and that’s where AI customer service comes in. Rather than a frustrating page of FAQs, an advanced chatbot will quickly get to the bottom of any concern or query a shopper may have, whether it’s a complaint, information about returns, or advice about payment methods.
Customer service chatbots are also able to refer customers to a real human, should the query be more complex or intricate.
Chatbots also mean that a brand can be on call 24/7, so whenever you’re doing your shopping, you know you can rely on some intelligent (albeit artificial) advice.
AR and retail
Augmented Reality (AR) has really shaken up the world of e-commerce. Being able to try on items virtually, assemble a virtual wardrobe, test out different combinations, and even see which glasses suit you might sound futuristic. But our smartphones are more than capable of handling this tech, which seems perfectly suited to the customer experience.
Going back to online casinos, AR is also beginning to be implemented into card and other table games, combining real life scenarios with 3D, manipulatable objects — although the cost of developing apps is hindering the roll out for the time being, at least. Retail is a ripe industry for the exploration and implementation of cutting-edge technology. And with more of us buying our clothes online than ever before, it seems certain that shopping will keep rolling with the times.
