{"id":1674970,"date":"2020-01-23T15:36:22","date_gmt":"2020-01-23T23:36:22","guid":{"rendered":"https:\/\/www.retailpro.com\/News\/blog\/?p=1674970"},"modified":"2020-01-23T17:26:29","modified_gmt":"2020-01-24T01:26:29","slug":"nrf2020-recap-insight-for-people-first-retail","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2020\/01\/23\/nrf2020-recap-insight-for-people-first-retail\/","title":{"rendered":"NRF2020 recap: Insight for people-first retail"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1674976\" src=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-1.jpg\" alt=\"\" width=\"640\" height=\"440\" srcset=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-1.jpg 640w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-1-300x206.jpg 300w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-1-436x300.jpg 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>It is no small thing that this year\u2019s NRF was called 2020 Vision.<\/p>\n<p>The show shed light on retailer\u2019s perspectives and trajectories for 2020 \u2013 and perhaps more significantly highlighted what deeper visibility into your data can and should lead to: understanding your customers.<\/p>\n<p>&nbsp;<br \/>\n<center><iframe loading=\"lazy\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/EBcC4ukfjFg\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/center><\/p>\n<p>&nbsp;<\/p>\n<p>The conversation continued in full length at the Retail Pro booth, where specialty retailers of all shapes and sizes came to see what\u2019s new in Retail Pro Prism and how it is that every day, ordinary, unsexy technology like POS turned out to be one of the most helpful to retailers for seeing your customers more clearly.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"color: #6f737b;\">Retail is about people<\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1674972\" src=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2.jpg\" alt=\"\" width=\"640\" height=\"440\" srcset=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2.jpg 640w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2-300x206.jpg 300w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2-436x300.jpg 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>No matter the trend, retail is \u2013 and always should be \u2013 about the people.<\/p>\n<p>NRF sessions highlighted the sober truth that with the flux of rapid business expansion and the advance of technologies used in and around the store, attention devoted to customers tends to get ebb and flow congruently, sometimes resulting in neglected shoppers.<\/p>\n<p>But in the immediate past, retailers\u2019 use of technology has returned to its senses and refocused on the improvement of shopper experiences.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1674973\" src=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2b.jpg\" alt=\"\" width=\"640\" height=\"440\" srcset=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2b.jpg 640w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2b-300x206.jpg 300w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-2b-436x300.jpg 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>For example, we see more long-standing retailers taking on <a href=\"https:\/\/www.retailpro.com\/include\/eng\/Solutions\/Chain-Store-POS\/#Go-Mobile\">Retail Pro Prism<\/a> on mobile devices, so associates can spend more time interacting with shoppers on the sales floor.<\/p>\n<p>Mobility breaks the mental mold of needing to stand behind a counter at all times and releases the power of more personal interactions. Your customers get personal attention; you get a person\u2019s loyalty.<\/p>\n<p>Alex Genov, Head of Customer Research for Zappos, commented at NRF 2020 Vision: Retail\u2019s Big Show on <a href=\"https:\/\/marketscale.com\/industries\/retail\/nrf-2020-zappos-customer\/\">what customer-centricity means to Zappos<\/a>.<\/p>\n<p>\u201cI\u2019ve been on a mission to basically tell businesses and companies to understand their customers as people. Not as shoppers, not as users, not as callers. And there\u2019s a subtle difference,\u201d said Genov. \u201cIt\u2019s all great to look at big data and statistics, but without understanding individual customers\u2026it\u2019s very hard to build emotional and memorable experiences.\u201d<\/p>\n<p>Well said, Genov.<\/p>\n<p>How you frame our thinking about the people who shop with you will impact the technology investments you find yourself willing to make.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"color: #6f737b;\">Uncovering insight<\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1674974\" src=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-3.jpg\" alt=\"\" width=\"640\" height=\"440\" srcset=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-3.jpg 640w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-3-300x206.jpg 300w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-3-436x300.jpg 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>How you view your customers, too, will impact what kind of data you\u2019ll be after, and what you\u2019re going to do with it, and as one presenter infamously quipped, YOU NEED CLEAN DATA.<\/p>\n<p>Let\u2019s make another claim that just as painfully obvious, and just as operationally challenging: to actually understand your customers, you need to understand how they are interacting with you at all your touchpoints, and you need to look at that data holistically.<\/p>\n<p>The Retail Pro solution gives retailers a head start with the ability to <a href=\"https:\/\/www.retailpro.com\/include\/eng\/Solutions\/Retail-Pro-Decisions\/\">integrate all data sources<\/a>, including everything from your POS to your social media, to get the kind of holistic insight on your fans and customers that you need to deliver memorable experiences.<\/p>\n<p>It\u2019s great that Marketing is looking at who\u2019s clicking on your emails and SMS offers and whether they follow through to make a purchase.<\/p>\n<p>And it\u2019s great that you retail GM is looking at product sell-through.<\/p>\n<p>But who\u2019s looking at both of those pictures to see what it says about the interplay between the individual and the whole?<\/p>\n<p>There\u2019s a lot to learn about the unique, individual customer by looking at them against the backdrop of the whole customer base, and unifying your data will go a long way toward getting you there.<\/p>\n<p>PetSmart, for example, is funneling their data into a solution of <a href=\"https:\/\/biztechmagazine.com\/article\/2020\/01\/nrf-2020-how-ai-revolutionizing-retail\">AI with indoor location tech<\/a> to better understand and cater to their customers.<\/p>\n<p>\u201cMaybe you\u2019re walking into our services area and we can tell in real time whether you\u2019re a services customer or not,\u201d said Dave Caldwell, PetSmart\u2019s vice president of IT service delivery, in their session. \u201cIf not, would it be appropriate notify an associate to approach you to ask if you\u2019d like to learn about, say, grooming? Or suppose a known cat owner is browsing the puppy food aisle. That\u2019s a customer who might benefit from a new puppy starter kit, so maybe an employee should suggest it.\u201d<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3 style=\"color: #6f737b;\">Captivating with creativity<\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1674975\" src=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-4.jpg\" alt=\"\" width=\"640\" height=\"440\" srcset=\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-4.jpg 640w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-4-300x206.jpg 300w, https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2020\/01\/RPI-4-436x300.jpg 436w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Brands are evolving as much in technology as they are in concept.<\/p>\n<p>Many of the sessions at NRF2020 reflected exuberantly retail renewed flair for the colorful, with pop up concepts and creative ways to build community with your brand.<\/p>\n<p>As a browser-based solution, Retail Pro makes it easy to launch a new mobile POS for your one-month pop up in the heart of NYC or your traveling VIP events.<\/p>\n<p>The creativity for community challenge was highlighted especially <a href=\"https:\/\/nrf.com\/blog\/under-armours-kevin-plank-what-customer-needs-dream\">in a session<\/a> with Rod Sides, Deloitte\u2019s vice chairman and U.S. leader for retail, wholesale and distribution practice, and\u00a0Kevin Plank, executive chairman and brand chief of Under Armour.<\/p>\n<p>\u201cThe question for retailers is, how do we create that stickiness? How do we create community? How do we remain relevant in the lives of consumers? It\u2019s about promise. It\u2019s the promise of, \u2018Here\u2019s what my brand is all about.\u2019 It\u2019s about being able to connect with the consumer in a different way, and it\u2019s about being able to deliver on that brand promise.\u201d<\/p>\n<p>Plank comments, \u201cToday we\u2019re in 60 countries representing about 10 miles of storefront, or 170 football fields. So, we\u2019re alive and we\u2019re thriving, but we stay aware that you\u2019ve got to bring it to life every day.\u201d Under Armour has some 1,200 stores, 300 of which opened last year, most in the Asia\/Pacific region running the Retail Pro Prism software.<\/p>\n<p>Didn\u2019t get to see Retail Pro Prism at NRF this year? <a href=\"https:\/\/www.retailpro.com\/include\/eng\/RequestAConsultation\/\">See it in action<\/a> for yourself with a free demo.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; It is no small thing that this year\u2019s NRF was called 2020 Vision. The show shed light on retailer\u2019s perspectives and trajectories for 2020 \u2013 and perhaps more significantly highlighted what deeper visibility into your data can and &hellip; <a href=\"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2020\/01\/23\/nrf2020-recap-insight-for-people-first-retail\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":13,"featured_media":1674971,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[168],"tags":[175,105,41,92,80,39,177],"class_list":["post-1674970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","tag-ai","tag-customer-experience","tag-mobile-pos","tag-omnichannel","tag-pos","tag-trends","tag-unified-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1674970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=1674970"}],"version-history":[{"count":0,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1674970\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/media\/1674971"}],"wp:attachment":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=1674970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=1674970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=1674970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}