S6 | 476: Digital experiences in physical retail with Sarah Jarvis, Eagle Eye Solutions

Digital StrategyTechnologyConversational AI
Written By Basil Ali

About the Episode

Eagle Eye have recently released their new retail marketing book, Omnichannel Retail: How to Build Winning Stores in a Digital World and in it there are a number of insights about the state of retail marketing. Today we’re going to talk about a few of the insights in the report, including how contextual personalization and an omnichannel approach are becoming more important in the physical and digital retail environments.

To help me discuss this topic, I’d like to welcome Sarah Jarvis at Eagle Eye Solutions.

About Sarah Jarvis

Sarah Jarvis is the Communications and Propositions Director of Eagle Eye. With over 15 years of experience as a Retail Marketing Leader in the loyalty industry, she has worked with some of the world’s largest retailers and FMCG brands to help them drive profitable growth by prioritising the customer in their decision-making processes. Her expertise spans loyalty program design, CRM, personalisation, data analytics and commercialisation, and the technical implementation of initiatives that bring retailers and brands closer to their customers. Her know-how of what drives loyalty and effective personalisation can be seen in the 2nd edition of Omnichannel Retail: How to Build Winning Stores in a Digital World, which she has co-authored with Tim Mason, CEO of Eagle Eye, and is due out in late 2023.

Resources

Synopsis

In this episode, Sarah Jarvis from Eagle Eye Solutions (the speaker) explores the impact of technology on people's behavior and preferences. They highlight how technology has made tasks easier and more convenient, leading to a shift in behavior. Once people experience the convenience of a technological solution, they are likely to continue using it rather than reverting to a more difficult method. This emphasizes the significant role technology plays in shaping behavior.

Jarvis also emphasizes that technology isn't solely about entertainment and engagement. It serves a practical purpose in solving problems and making everyday life easier. Technology can address the needs and challenges individuals face, providing practical and useful solutions.

Furthermore, Jarvis discusses the importance of businesses adapting to this behavioral shift. They suggest that businesses should make shopping a "phone-in-the-hand" activity rather than a "phone-in-the-pocket" one. They provide an example of how mobile devices are used for scanning and shopping in grocery stores, particularly in the UK. This showcases how technology has transformed the shopping experience, making it more efficient and convenient for consumers.

Overall, the episode highlights the crucial role technology plays in shaping behavior and preferences by offering easier and more convenient solutions. It emphasizes the need for businesses to recognize and adapt to this shift to meet the evolving needs and expectations of consumers.

In another part of the episode, the host and guest discuss how brands can make incremental progress by focusing on the customer and addressing specific pain points. They stress the importance of using customer data to identify and solve these pain points. By analyzing the data, brands can pinpoint one area where they can make a difference and improve the customer experience. The key is to relentlessly focus on that one thing and make progress. Additionally, they emphasize the need for brands to consolidate customer data to drive desired behaviors and gain a better understanding of individual customer preferences. They also highlight the significance of engaging with customers at the right time and moment to provide a consistent and personalized experience.

Overall, the episode suggests that brands can achieve incremental progress by prioritizing the customer, leveraging data to identify pain points, and taking action to address them.

In another segment, the hosts discuss the importance of businesses making shopping a "phone-in-the-hand" activity rather than a "phone-in-the-pocket" one. They argue that businesses should aim to establish a mobile connection with customers during the shopping process. They compare this objective to giving a physical store a makeover, emphasizing the value of connecting with customers through their mobile devices.

While some may find the idea of shopping with a phone in hand ridiculous, the hosts point out that people already engage in various activities with their phones in hand, such as watching TV or going to the movies. They believe that shopping with a phone in hand will become increasingly common in the future.

To achieve a "phone-in-the-hand" shopping experience, businesses need to develop a compelling value proposition for customers. The hosts provide an example of using a mobile device to scan items while grocery shopping. They explain that they didn't see the need for this until they had a baby and realized the convenience of not having to carry a basket.

Overall, the episode suggests that businesses should invest in creating a mobile-friendly shopping experience to cater to the changing habits of customers. By making shopping a "phone-in-the-hand" activity, businesses can enhance the customer experience and potentially increase sales.

Sarah Jarvis, Communications and Propositions Director, Eagle Eye

Basil Ali
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S6 | 477: Gen AI in the E-commerce Experience with Bernadette Nixon, Algolia
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S6 | 475: Customer lifetime value for the win, with Neil Hoyne, Chief Strategist at Google