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Retailers using technology to provide better customer experiences

Rachel Wheeler Archive

Brands understand that in today's economy, they must go digital or face the consequences. Without interactive and personal customer experiences across channels, many retail stores will lose wallet share to tech-savvy competitors. This is why brands like Kate Spade and sports merchandise specialists Fanzz and Zappos have invested in iPads for their brick-and-mortar locations.

Using the tablets, customers can browse store merchandise through "endless aisles," and make purchases right then and there by entering their payment information. If stores have address management programs to protect data quality, they can safely accept remote payments and pad their contact lists with new client data. 

CVS took a different approach using the same technology, according to Retail Customer Experience. The drug store chain has rolled out a tablet application featuring a digital store that allows customers to walk through virtual 3D stores, refill prescriptions, browse merchandise and complete purchases. 

"Our intent was to empower our customers on their path to better health through innovative and personalized technologies," Brian Tilzer, senior vice president and chief digital officer for CVS, told the source. 

If companies are managing important information, such as prescription names and corresponding dosage amounts, it's crucial that they employ the tools necessary to spot incomplete fields or inaccurate information to prevent errors that could lead to serious consequences.