Mark Up, a well-known marketing and retail magazine at the forefront of socio-economic, technological, and urban innovation issues, interviewed Giovanni Verreschi, CEO of ETT, on the occasion of a visit to ETT‘s Milan showroom. He emphasised how innovative content and technological tools can create immersive and interactive experiences within spaces and points of sale.
Verreschi discussed how technology is transforming the retail sector, highlighting how the rise of eCommerce, with Amazon leading the way, can be a challenge but also an opportunity. ‘This has led to a substantial redefinition of the physical in-store experience,’ said Verreschi, ’which is increasingly becoming phygital.
He explained that this covers not only organisational and process aspects, such as just-in-time stock management and sales forecasting through advanced technological tools, but also the monitoring of customer satisfaction with shop layouts.
Verreschi then spoke about Sentiment Analysis, a technique that ETT has been experimenting with, explaining that this is not limited to analysing customer flows within stores, via telephone or web, but also measures the level of customer satisfaction. For example, consumer behaviour can be analysed, such as the time spent in front of a shop window or the path followed within the shop. Artificiall intelligence allows these analyses to be performed anonymously, using the data collected by the cameras to assess customer satisfaction.