CMO Talks with Tulip VP Marketing Pouneh Hanafi
Canada’s retail sector is present process transformation. During a current CMO Talks podcast with ITWC President and CEO Fawn Annan, Tulip VP Marketing Pouneh Hanafi mentioned the energy of information and personalization in retail, and the largest alternatives in iOS cell functions over the subsequent few years.
In 2013, when Hanafi’s firm, Tulip, was based, individuals have been debating whether or not brick-and-mortar shops have been related in the retail ecosystem. Tulip CEO Ali Asaria insisted they have been nonetheless related however the buyer expertise needed to change with a purpose to tackle the wants of the fashionable client.
“Customers had access to data, which put store associates at a disadvantage,” stated Hanafi. Customers strolling right into a store knew greater than the particular person serving them. Associates have been unable to supply a customized and curated expertise.”
This is the world into which Tulip, a maker of cell apps for store associates, was born. “But our vision is to power the connected store through technology.”
Hanafi spoke about retail’s tendency to lag in the case of investing in and adopting new applied sciences, particularly in the case of shops. In the previous, she stated, a store affiliate would have captured buyer information in a bodily black guide, and phoned “VIP customers” to inform them about some new product or promotion. But now the expertise has been fully digitized.
“So services that companies were only able to offer to one per cent of their VIP customers now can be extended to 10 or 20 per cent. And we’re finding that the consumer path to purchase is no longer linear.”
This is the place apps like these Tulip produce are available. These apps, stated Hanafi, give retailers a holistic, 360 view of consumers. “Associates can see what customers’ preferences are, what they’ve purchased. And with this knowledge, associates can give better service and create a more meaningful experience.”
But for Hanafi it doesn’t finish there. She predicts enormous alternatives in iOS cell functions over the subsequent few years. As clients are on the lookout for increasingly more personalised experiences, we’re going to see such applied sciences as stay chat and video chat evolve over the subsequent variety of years. We’re additionally going to see good mirrors, AR and VR experiences — and far of it through the use of cell apps.
“People are now, after the pandemic, more comfortable with technology, and retailers are going to be investing in new technologies to really enhance their customer experience across the connection touchpoints.”