Smart retailers and brands consistently experiment with emerging technologies and tools to optimize customer experiences both online and in-store. The 2022 data, however, indicates that the investment in emerging tech is slightly down compared to previous years. One reason is likely that organizations have put innovation on the backburner because they have simply been too busy focusing on keeping up with customer demands caused by the pandemic such as curbside pickup and fast delivery.
Digital commerce moves so quickly – today's innovations becomes tomorrow's best practices – and it is therefore so important to dedicate resources and budget to consistently evaluate and test new experiential solutions and tactics to elevate the customer experience across the entire customer journey. When it comes to innovation, it is key to remember that not all innovations are robots and drones. Sometimes innovations can be brilliant basics or simply be a better way of doing something that already exists.