Director General, ESOMAR ESOMAR
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ESOMAR Congress showcases CX innovation

23rd Sep 2019
Director General, ESOMAR ESOMAR
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Recent innovative examples show how technology can kick your CX up a notch. If you’re looking for new and more effective ways of improving your shopper experience, you can find some inspiration in three great case studies that have recently been presented at ESOMAR’s 2019 Global Data & Insights Summit.

ESOMAR Congress is one of the biggest industry conferences globally and it has been at the forefront of showcasing data, research, and insight innovation for over 70 years. As it forms an important part of the insights sector, CX too is evolving towards a more innovative and efficient way of understanding consumers; here are the most disruptive presentations for CX professionals hosted on the ESOMAR stage.

  1. How to gather consumers data in store

The brick and mortar shopping experience is not a dying reality. Non-ecommerce sales still contribute the largest proportion to the retail total[1], and retail giants such as Amazon are opening physical shops to sell their products. 

In order to offer an ideal store experience to your customers, the store outline is a key factor. However, while online retailers are able to have a better understanding of their customer profiles, thanks to an extensive amount of data which can be easily gathered; brick and mortar retailers don’t benefit from the same advantage.

So how can you create a store that reflects consumers preferences based on their real shopping behaviour? A Telenet project in partnership with Nurama Belgium shows how innovation goes beyond the online only and can be applied to the brick and mortar shopping experience.

Through the installation of GDPR compliant sensors around their shop, the mobile retailer has been able to track customers’ movements and measure the time they spent in each store zone (dwell time) and in the shop itself. The sensors can also help identify the number of visitors and their demographic profile, offering detailed insights on customers’ shopping behaviour and profile.

From the sensor’s information, brick and mortar retailers can implement a SX tailored to their customers; this will not only improve the customers’ store experience but will also help the retailer hitting sales targets.

  1. A step towards virtual distribution

Nowadays technology can turn every brand encounter into a purchase opportunity. The so called “shoppable tech” is aimed at making products available wherever customers desire.

Vending machines are the first attempt of what is now known as virtual distribution, aimed at maximising shopping opportunities in as many places as possible, based on demand. Multiplying the possibilities for consumers to buy can significantly boost a product’s sales, as the success of the “Within an arm’s reach from desire” Coca-Cola strategy testifies.

With this in mind, Adimo explains how retailers can switch to virtual distribution according to recent innovative examples.

You don’t need to go to South Korea’s virtual supermarkets for a seamless in store shopping experience; supermarkets in the UK are already testing “cashless” stores where you can scan and pay for your grocery using a simple app. The aim is to reduce shopping stress to the minimum, making it easy for customers to come in, pick up what they need and leave without having to queue or wait.

Another example of in store technology is the one implemented by Bourjois in their Parisian boutique. The AI mirror allows consumers to virtually try on lipsticks without getting messy, making the whole CX easy and convenient.

Seamless, convenient and abundant; this is the SX of the future.

  1. Great CX for everyone

Technology is inclusive, if used wisely. This is what the Neatebox example is about, a seamless Shopping Experience for every single shopper.

Among impaired consumers, arrival anxiety can be a problem, which can prevent them from enjoying their shopping experience or shop at all. Shoppers with disabilities do not want to spend time (or money) when they feel like they’re not taken care of; Neatebox research shows that 75% of disabled people have left a shop after receiving poor customer service.

Technology once again can come to the rescue, minimising the element of arrival anxiety while ensuring that disabled customers are welcomed and taken care of. This happens through the use of an app aimed at improving the interactions between customer service teams and disabled consumers. The staff are made aware of specific needs of their visitors in advance, so that they can be ready to make everyone’s SX a success.

In a time where customers are expecting more and more from their CX, technology can be a powerful ally for retailers. Through technology, brands can deliver a smoother and accurately tailored CX, improving customer loyalty and success; through innovation they can stand out from the crowd boosting sales and improving their reputation.


[1] Emarketers, UK Retail and Ecommerce 2018,


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