Internet Retailing — "Guest comment: ‘May I also recommend… ?’ Has the virtual shop assistant finally arrived?"
Welcome to a new era of retail – where the shopper is in charge. Consumers now engage with brands and stores across channels, using whichever methods suit them best. Technology has unleashed freedom of choice and action, thereby creating a shopper with heightened expectations about how the shopping experience should unfold. To compete and win, retailers must not only accommodate the complex behaviour of this new kind of consumer, but also provide dynamic, engaging experiences at whichever touch point the customer chooses to engage. The customer expects a personal service, whether online, on the telephone or in person.