Leveraging robotics in the retail consumer experience quest

Pepper, a little unassuming robot who bursts into dance while greeting new acquaintances, was one of the most popular “people” at the recent ICX Summit in Dallas, Texas. According to more than a few experts, Pepper may serve as a robotics trailblazer within the customer experience.

That’s because robotics is no longer just an emerging technology; it’s fast establishing itself in the retail environment. According to David DiMeo, co-founder of RoboRetail and former senior director of FordDirect’s Innovation Lab, robotics involves more than simply a “robot,” but also the underlying technologies that come into play.

According to Ken Moy, vice president and co-head of digital at Subway, the coming of robotics is sparking a “interesting” discussion due to the possibility for digital and human-like interactions with customers. The major secret right now, he said, is how such technologies would improve the experience while also providing efficiencies and cost savings.

“That’s our secret right now. “How do you use it, and how do you measure success?” asked Moy.

Moy and DiMeo were two of four panelists that discussed robotics at the ICX Summit. The discussion, led by Kass Dawson, director of marketing at SoftBank Robotics (Pepper’s parent company), also featured Sarah Furnari, vice president of retail experience at Behr.

The discussion ranged from how Pepper and other human-like robots will impact customer experience to whether consumers are ready for such advanced digital engagement.

Behr is in the process of learning how to use robots and collecting data on the consumer path and what customers ask colleagues.

“We want to use that information to our advantage. Furnari stated that there is huge potential for robots to assist consumers and make the engagement process more efficient.

Noting that robotics is currently in use in a variety of areas, from auto vacuums to voice assistants like Alexa, the panelists also noted the growing number of uses for robotics.

“These apps, underlying, are already in existence. We don’t recognize them because they’re not like the ones we see in science fiction blockbusters,” DiMeo explained.

Such applications will improve shopping experiences by offering superior product recommendations.

“That’s where I think within three years, closer than we all think, retail will be much different than today,” according to DiMeo.

Furnari believes that consumers seek a genuine relationship, which is one of the primary reasons for this prediction.

“They want a personalized experience, one that completely delights the consumer, and that’s impossible for sales associates who help hundreds of customers a day,” she said, adding that she expects to see a “co-bot” technology that serves as a partner for sales associates and works alongside them.

Moy also sees robotics as a new channel for presenting the brand at a variety of stages along the customer journey.

“We’ve seen this tendency for a long time. “This is the next iteration of how data will be used,” he explained.

The challenge is to identify the robot, co-bot, or personal assistant, how it will perform best in the client experience, and “breaking it down into layers,” according to Moy.

“How do you manage consumer expectation today to make sure we bridge the gap?” replied the executive. “The essential part of data is the ability to use that data and turn it into an application for the app you’re thinking about, as well as create action from that data. “You need time to learn the material,” he explained.

Furnari stated that the time for assessment is now to begin learning.

“We need to take the first steps and then go to the next step,” she told me.

According to the panelists, incorporating robotics into the experience is all about improving the activities that consumers may take.

“I can order pizza from Alexa, but why can’t I order from my car? Consumers demand immediate action, but it’s incredibly difficult; the technology exists, but data collection is difficult, and it will take some time to figure out that engine,” Moy explained.

The good news, according to DiMeo, is that major tech companies like Intel, IBM, and Google are investing in such future technologies, and robots are already being used in retail as greeters and aisle help.

While there is still work to be done, Furnari believes the retail industry is close to true testing.

“We have the tech, so it’s time to start testing, yet at the same time we need a use case,” she told me.

DiMeo reiterated her sentiment, stating that “every day we are learning with it, gathering learning, and refining technology.”

Furnari identified one challenge as supporting retail leaders and executives in understanding the possibilities of robotics in the retail industry.

“Robots can be scary to senior executives, but it’s just one more test [of technology] aimed at helping solve existing problems for the consumer.”

As Moy stated, with robotics now in play, merchants must determine if they want to be a leader, a fast follower, or the man left behind.

“It’s already happening, and you need to be aware of how this evolution is going to impact what you do for a living.”