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Most of the digital commerce initiatives affect both operations and customer experience management. They offer several ways to sell products, interact consistently with customers, and differentiate from the competition. According to a recent report, the experts analyzed several emerging digital commerce technologies. Here are the top five technologies for delivering great customer experiences, including personalization.
1. API-based Digital Commerce
An application programming interface (API) based solutions have gained much appreciation with businesses that recognize digital experiences are a key differentiator when it comes to customer relationship strategies.
Digital commerce has gone beyond the storefront with the emergence of brand new technologies. Various customers today engage with companies through social media platforms, wearable devices, smart home devices or their connected vehicles. The customers expect their in-store experiences are simply an extension of all of their other experiences.
API-based commerce boosts consistency across all of these customer experiences. By separating the presentation layer from the logic, businesses become flexible to support multiple digital or physical channels, and contextualize content that resonates with the customer. For businesses that wish to stay ahead of the competition by quickly innovating and experimenting new customer experiences, API-based digital commerce is a perfect choice.
2. Augmented and Virtual Reality Commerce
One of the best-augmented reality games is Pokémon that has been downloaded over a hundred million times and has over twenty million active users. However, augmented reality and virtual reality have used far beyond the gaming industry. It can increase sales and conversions by enhancing the shopping experience. IKEA is responsible for publishing augmented reality catalogs. Converse created a mobile app that allows you to try every shoe just by pointing your phone at your leg. Sephora is working on an augmented reality platform that uses facial recognition so users can try a wide array of different looks then adds the recommended products into a cart. The three-dimensional technology is particularly useful in travel, real estate, engineering, and medicine. The customers can simulate and visualize the results of the product they are searching for and create an immersive experience.
3. Conversational Commerce
Conversational commerce is where messaging applications and shopping merge. All the customers can reach out to company reps or a chatbot using messaging apps, chat apps, or voice technology to make inquiries or get recommendations. It uses different technologies consumers already use such as WeChat stores, Facebook Messenger, and Amazon Echo (Alexa) to explore and purchase goods and services. It comes down to customer engagement across the entire customer journey. Conversational commerce allows every customer to engage using their method of choice and taking channel transparency to a whole new level.
4. Thing Commerce
“Thing commerce” has transformed from the smartphone to the smart home. Now it’s the smart home filled with objects programmed to make consecutive purchases based on pre-set rules, preferences, or context. Amazon provides the Dash Replenishment Service, which sets up appliances to reorder when supplies run low. Several tech companies are investing to embed digital assistants in refrigerators and other appliances or to assistants like Alexa who can shop on their behalf.
5. Digital Experience Platforms (DXP)
A DXP is a technology toolkit for creating digital experiences for the target audience. It can mean one product or an entire suite of products and technologies from other vendors. It offers customers with a consistent brand experience despite of legacy technology challenges. It helps a business offer and improves customer experiences across diverse digital experiences and audiences. A good DXP should be agile, flexible and easy to extend. Usually, the DXP platform combines technologies and systems to support specific business needs. It provides the foundation for all digital experiences, as new devices and channels are “plugged into” newly defined experiences.
