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The Right Disruptive Technologies Will Delight Customers

by Robert Hetu  |  February 28, 2018  |  Submit a Comment

Customers are using emerging technologies to transform the ways in which they interact with retailers. Retail CIOs must help the business understand how the convergence of these technologies can be used to deliver delightfully disruptive customer experiences.  My recent research highlights an approach for discovery that we call “delightfully disruptive”.

What does a “delightfully disruptive” use case look like? A delightfully disruptive use case is a narrative that describes a new, differentiating, customer-centric experience. It is, in effect, a framework that can help provide context for choosing appropriate technologies and directing those technologies toward the right customer audience.

Identifying and prioritizing the right technologies for investment requires a customer-centric experience perspective to build strategies and enable technology roadmaps. To help ignite the creative process, Gartner suggests a sample use case of enhanced “click and collect” at a physical retail store:
  • Automatically identify when a known customer is in transit to the store for a scheduled pickup of a click-and-collect order. Include various checkpoints to ensure that the order is collected and available for pickup by the time the customer arrives in the parking lot. Use a virtual display to guide the customer to the correct pickup area. Identify the customer by name as he or she pulls up to the click-and-collect area. Deliver customer’s order without human intervention.

enhanced click and collect map

Once the use case is created, use Gartner’s “Hype Cycle for Retail Technologies, 2017” to identify the subset of technologies required to support the use case.  

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Category: hype-cycles  retail-trends  

Tags: click-and-collect  customer-centricity  customer-experience  omni-channel  retail  satisfaction  stores  trends  unified-retail-commerce  

Robert Hetu
VP, Analyst Retail
7 years at Gartner
29 years IT Industry

Bob Hetu is a Research Director with the Gartner Retail Industry Services team. His responsibilities involve tracking the technology markets and trends impacting the broad-based retail merchandising and planning areas. Mr. Hetu is an expert in the areas of brand, vendor and assortment management, merchandise planning, allocation, and replenishment. Read Full Bio

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