Under the motto “Innovate or die”, many companies in a time of AI, VR and Co are firmly convinced: no innovations = no customer experience. So there is a lot of tinkering with different measures that mankind has not yet seen. It should be as exciting as possible. 3D shopping? Product views via AR? Bring clothes to life? Everything already seen!
Many companies invest large sums of money and many resources in the development of a virtual shopping trip that remains in memory, emotionalizes and triggers a “WOW effect”. They fall for a huge myth. Because the attempt to be extraordinarily innovative is often very time – and resource-intensive and delivers few results. Because customers, like people in general, are afraid of change. Instead of reinventing the wheel, it is sufficient to apply existing innovations from other markets or optimize existing solutions.
For example, a restructuring of customer service or the implementation of same-day delivery can create much greater added value for the customer experience than working for months on a project that customers then find difficult to accept. After all, innovation is not an end in itself, but should have added value from the customer’s point of view.