Abstract

The IDC TechScape provides a list of technologies that retailers should invest in considering their current level of customer experience personalization and their need to differentiate their offerings. The IDC TechScape aims to support retailers:

• Identify where they are (now) and what's next by leveraging the right technology while addressing the related cost effort
• Drive their businesses and advanced technologies investments to better deliver customer experience, and thus implement the retail commerce platform
• Improve customer experience personalization throughout the entire customer journey, from initial engagement to customer service while increasing customer engagement and loyalty

In this report, IDC offers a visual representation of the process of retail customer experience-enabled technologies adoption, dividing technologies into three major categories based on their impact on the organization and assessing technology relative adoption levels within their respective categories. The report examines individual technology categories and provides additional insights about the speed of adoption, technology potential for success (risk), and level of market buzz so end users may make their own decisions about investment.

"In the new shopping era, retailers need to adopt a set of technologies that enable contextual customer experience and contactless commerce while aiming to increase customer lifetime value and overall customer satisfaction and trust," said Ornella Urso, senior research analyst, IDC Retail Insights. "Focus on a digital road map that point at a contextualized CX and contactless commerce, focusing on loyalty, AI and data analytics, safety, and security."

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