MASTERCLASSING

RichRelevance Launches Relevance in Store

David Murphy

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RichRelevance, which specializes in “omnichannel personalization” has launched Relevance in Store, which it describes as “the next era of data-driven retail”. It’s a strategic initiative that gives retailers a blueprint and tool kit for optimising the in-store experience to drive product discovery, consideration and sales.

Relevance in the Store enables retailers to access RichRelevance’s DataMesh platform and team of retail data executives to merge online and offline data sources and build custom applications designed to engage shoppers at every store touchpoint, from the entrance to the changing rooms and checkouts.

Relevance in Store also debuts the RichRelevance Omnichannel Lab, a retail test environment equipped with beacons, point of sale systems and digital surfaces, which when combined with mobile SDK and omnichannel data, enable retailers to create in-store personalised experiences for consumers.

“Online commerce is rapidly growing, but still only accounts for 16 per cent of non-food sales in the UK,” said RichRelevance CEO, David Selinger. “The battle for the future of retail will be won or lost in the store. Relevance in Store optimises personalisation for all customer touchpoints in the physical retail environment and creates new opportunities for retailers to engage shoppers, empower associates and build customer lifetime value.”

The company has outlined a number of possible use cases, including:
At the store entrance, a shopper is digitally greeted with relevant offers, promotions and notifications.

In the aisle, a shopper’s own behaviour combines with online and offline data to expose the most relevant inventory in real time.

Shop-floor sales staff could present the relevant upsell and cross-sell opportunities, becoming category experts with minimal training.

At the checkout, store receipts and follow-up emails build customer lifetime value through personalised messages that provide a discount or encourage participation in a loyalty programme.

Most of this, the company says, could be delivered via the retailer’s app, though in-store kiosks could also act as an engagement point. There’s a video explaining the concept here.

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