Jack Dorsey's View on Personalization and Physical Storefronts
How retailers can use technology to help facilitate more in-store traffic was a popular topic at this week's National Retail Federation Big Show in New York City. From Matt Marcotte, senior vice president of global retail for Tory Burch, discussing customer centricity to David Gilboa, co-founder and co-CEO of Warby Parker, sharing how technology has enabled the brand to personalize its storefronts, there was a general theme that while technology integration is great, retailers have to remember it's meant to be used as a tool for success, not as an entire retail strategy.
In a keynote presentation yesterday at the show, Jack Dorsey, co-founder of social media giant Twitter and CEO of of mobile payments app company Square, explained how mobile payments are helping retailers to become more personal with their customers by being mindful of consumer privacy and developing personal experiences. Dorsey touched on Square's "Let's Talk" campaign, how to bring customers in-store and delivering a cohesive brand experience during his hour-long presentation.
While there's lots of technology to help facilitate sales, Dorsey believes that "just being human" is the No. 1 way to drive sales, not matter what size business you are.
"I think one of the most generous things you can do is to recognize a consumer as a person," he said. "It's not conceptual, it really works. Starbucks built a great business because it asked baristas to ask the name of their customer. Just being human really works. It's simple, it works and it inspires a sense of loyalty more than any points system or piece of technology."
"Let's Talk" Campaign
Over the last year, Dorsey has visited various cities for Square's "Let's Talk" campaign, an open forum for business owners to ask questions and discuss solutions on how technology can help them get their businesses off the ground and maintain relationships with customers.