Last updated : March 15, 2019 10:06 am
Angela Gearhart, spoke about the experiential value add that brands can create to connect with the customers, at the In Store Asia 2019 Convention.
Talking further about leveraging technology to enable human contact, Gearhart cited some examples of how Sleep Number had created individualistic, immersive store experiences that struck an emotional chord with the customer. “It is all about a more relationship based selling process by combining digital high tech experiences and low tech analogue experiences. Our objective is to engage and educate the customer and achieve conversion,” she said.
Explaining further the benefits of technology, Gearhart talked about how technology helps in sharing interesting localised information with the customers regarding sleeping patterns in the neighbourhood and other aspects. Essentially, Sleep Number is about selling an idea that resonates with the lifestyle and aspirational needs of a customer and Gearhart reiterated the role of retail experience in delivering this.