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The Digital Native generation is a consumer class that is skilled with digital devices, openminded in accepting new trends and seeking for the convenience of digital devices since childhood. The following are three cases targeting especially on digital native groups.

The Digital Native generation is a consumer class that is skilled with digital devices, openminded in accepting new trends and seeking for the convenience of digital devices since childhood.

This group is always seeking new experiences, valuing experience more than other consumer groups, and are eager to experience their own values through work and leisure. Elimination of the complexity of payment processes and focusing on providing a unique experience is how to engage this group.

Here are a few examples.

Burberry, Digital Innovation through technology

Burberry recruited Fumbi Chima, former CIO of Walmart Asia, to reorganize its existing sales channels and to achieve digital innovation in its stores.

As a pioneer in customer participation technology, Burberry eliminated all printed lookbooks since 2012 and provided iPads to support product identification.

store staff could check customer purchase history and favorite styles by accessing a digital system. In 2012, audio and visual content displays and digital mirrors were installed in London stores, and RFID chips were attached to apparels and accessories so that the customers could check the content right in front of the mirror in the dressing room.

They also tried new marketing by combining mobile interaction with digital signage. Burberry New York has a digital signage window that allows people to instantly display their favorite fragrance with their initials on the virtual screen when they connect to the Burberry homepage via smartphone.

 Source: Burberry

Amazon Go, cashierless stores

Amazon piloted Amazon Go in 2016 Seattle, the USA using computer visualization, deep learning algorithms, and sensor fusion technology algorithms. This cashierless smart store provides customized service and an easy payment system. While the customer is shopping, the autonomous circular camera sensor follows the customer to check the purchases. 

All the customers have to do is entering the store and picking up the items they want. Payment is done automatically when leaving the store.

(https://www.youtube.com/watch?time_continue=4&v=NrmMk1Myrxc)

Apple's iBeacon Service

Apple's iBeacon offers a number of services that are useful in offline stores. When an iPhone user enters the Apple Store, they receive customized coupons, or they can see all the videos, pricing, and SNS information of the products as they pass by. Instead of just sending simple information, customer behavior patterns, purchase histories, contract terms, etc., are analyzed and provide customized information in the form of push notifications.

iBeacon Technology has a service to recommend Starbucks drinks and to offer coupons. In New York's Matsu Stadium, information on baseball games, location, and exits is provided.

The customer from today is no longer bound to offline stores. They are familiar with an online environment. Businesses are breaking down the boundaries between online and offline for more consumer convenience.

Digitized services in an offline store provide new experiences to consumers and therefore can increase the entry rate. Omni channels like when a customer tries out a product at an online store and purchases online are becoming more and more common.

Businesses try to maximize customer experience through innovation and analyze the rapidly changing consumer behavior. 

Sources : Webloyalty, Retail Innovation, Forbes, 국제섬유신문, 한국 트렌드 연구소, 

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