On our 15th CMO goes Tech event; “Phygital Experiences”, we talked about the future of great customer experience (Physical + Digital) together with Nils Rydén from Polestar and Mattias Schedvin from Workshop! The event was held at a truly inspiring venue; Next Gen Retail Hub. Thank you for having us!
While most customers expect companies to accelerate digital initiatives there are certainly more opportunities than ever before for customers to connect to businesses in a whole new way. And sometimes the new is the old; in-store interactions!
Here are the key takeaways from the evening:
Polestar doesn’t push sales in-store. Instead the consumer choose when and where to want to make their purchase. And always on their own device
The physical store has all the ingredients to play a role as a Media Scene, sharing the experience outside the walls of the store. Physical retail can be used to show your brand story
You should build your brand to secure confidence and digital conversion
Provide an analog option in your digital customer journey
Be distinct and act big. That’s the easiest way to win the game!
Don’t do tech, do consumer experience!
The physical store is a connection point and should be a fully integrated part of your echo system
The physical store can only compete with its digital counterpart by offering unique experiences
An experience always involves an interaction between two parts
Reinvented retail concepts mean reinvented KPIs with a holistic approach such as Halo sales effects, social engagements and NPS
The experience pyramid = Transformative | Meaningful | Memorable | Entertaining
Experience dimensions = Brand & Product Experience | Personalised Experience | Purposeful Engagement | Effortless Journey
Don’t miss our next event in February!
Until then, have a Merry Christmas and a Happy New year!
/The CMO goes TECH team