FARCON 2017

The tension between physical retail and digital retail is usually attributed to the inherent analytical and behavioral advantages of the digital medium. The underlying forces operating in physical retail and digital retail are subtle and complex. Customer experience in either medium is more important than the particular medium. Modern customers expect a rich and contextual experience that is derived from their interaction history. New forms of physical retail are emerging and the space is transforming in ways that provide a differentiated customer experience.

Relevant experience in physical retail is readily available with the emergence of the Physical Web. The Physical Web enables immediate and frictionless interaction between customers and physical objects / locations. Physical retailers can engage and satisfy customers with relevant and timely data that is harvested from Physical Web interactions; they can map customer data from online behavior to integrate customer perceptions and purchasing patterns across all media. The Physical Web can extend and amplify the power of data centricity and a customer-centric analytical orientation.

This session will provide insight into the contextual experience adaptations of early adopters and fast followers in the early majority; it will identify the obstacles that may cause slow followers to get left behind in the late majority -- or worse. Technical practitioners will identify with quantified examples of the Physical Web; non-technical practitioners will identify with the strategic importance of weaving Physical Web customer interactions and online behavior into the emerging physical environment.