Delivering seamless and personalised shopping experience with digital innovation

Naresh Vemuri of Fujitsu’s Uvance Solutions and Services discussed key trends and challenges for retailers in Asia Pacific and the importance of using technology to enhance customer experience and drive business growth.

Retailers in the Asia Pacific (APAC) region are facing both challenges and opportunities that demand a proactive approach. From shifting consumer behaviours to integrating emerging technologies, retailers constantly need to adapt to changes to meet the expectations of consumers. 

Retail Asia spoke with Naresh Vemuri, Head of Uvance Solutions and Services for Asia Pacific at Fujitsu, to gain his insights into the key trends shaping the future of retail and the role of technology in helping retailers to navigate the ever-evolving landscape. 

According to Naresh, one of the main challenges of the retail sector in APAC is creating a seamless consumer experience, especially as the lines between online and offline shopping become increasingly blurred. 

"Consumers expect a seamless, personalised experience from start to finish," he said, "But retailers often fall short of delivering this."

With the rapidly changing technology landscape, retailers are asking now more than ever: “How do we achieve frictionless customer experience?”

Retailers must balance technology with human elements to meet evolving demands for hyper-personalisation, convenience, security, and sustainability.

This evolving landscape also impacts talent acquisition and retention, as retailers grapple with the increasing demand for skilled employees capable of delivering these elevated experiences. 

Omnichannel retail innovation to improve shopping experience: AI, IoT, AR and VR 

Consumers are no longer willing to differentiate between shopping online or in-store, as they opt for an omnichannel experience. Additionally, there is a growing demand for hyper-personalisation, with consumers expecting personalised shopping experiences that cater to their individual preferences. 

Technological advancements serve a major role in addressing these needs. Retailers are adopting a range of digital solutions, including artificial intelligence (AI) and Internet of Things (IoT) to enhance operational efficiency.

An example of this is the use of augmented reality (AR) and virtual reality (VR) to improve shopping experience. With these technologies, consumers can virtually try on products and visualise items in their homes—an example of immersive experiences that drive higher engagement and satisfaction amongst consumers.

Additionally, retailers are using AI-driven tools to analyse customer behaviour in-store. This data allows retailers to optimise staffing levels, improve store layouts, and offer proactive customer support.

Retail technology to enhance efficiency, profits and security

Fujitsu, a leader in digital transformation, offers digital solutions that help retailers stay ahead of the curve. One solution is Profit Protection, which allows businesses to detect issues like shoplifting or scanning errors. This technology monitors customer behaviour at checkout, alerting staff to potential discrepancies to prevent profit loss.

In addition, with Fujitsu's Video Behaviour Analytics solution, retailers can track customer movements in-store to provide proactive customer service. This technology detects when a customer may need assistance, notifying store employees to proactively engage them. Retailers can optimise store layouts by analysing insights of customer behaviour, allowing them to identify areas that attract the most attention and pinpoint areas that are underutilised.

“This level of behavioural data and analytics, gathered as customers move through the store, is incredibly powerful,” Naresh said. "At Fujitsu, we're providing this technology to help our customers optimise their operations by extracting maximum value from their data."

Naresh also emphasised the importance for retailers to invest in cyber security protocols and implement data protection measures at all levels of their operations.

In line with this, Fujitsu offers comprehensive security consulting and posture solutions. These help businesses implement best practices in data protection and subsequently build customer trust.

For Naresh, staying competitive amidst future trends lies in agility. With this, retailers must be open to adopting new technologies that enhance customer experience and operational efficiency. 

"A retailer's ability to rapidly adapt and stay agile in adopting these trends will be key to their success," he added.

Nonetheless, he stressed that striking a balance between embracing digital innovation and maintaining a human-centred approach to service is still crucial. “Finding that right balance between being agile and staying true to who you are is very important,” Naresh said. 

With the right strategies in place, businesses can navigate the challenges and opportunities that lie ahead and ensure long-term growth in an ever-changing market.

Don’t navigate the ever-evolving retail landscape alone. Fujitsu’s expertise in technology, data and cyber security, digital experience, and sustainability transformation can help you stay ahead. 

Ready to supercharge your retail strategy? Schedule a complimentary consultation with our retail experts today: https://global.fujitsu/en-apac/industries/retail