With teams across different countries, leadership wanted to get to grips with the latest technologies and explore which was the right fit, together. We used EY wavespace™ to give executives from three countries the space and freedom to imagine the future, and how they wanted to engage with customers. With a curated blend of technology and talent, we broke down geographical barriers and internal silos and aligned thinking.
We also used wavespace to bring a variety of innovative technologies to life. From augmented reality (AR), artificial intelligence (AI), geo-fencing, Internet of Things (IoT), facial recognition and blockchain to scan-as-you-shop technology, we demonstrated how each could be used to improve the customer journey. For example, smart cameras, IoT sensors, and AI could be used to recognize customers on arrival, predictive analytics and geo-fencing could be used to pre-order items to collect on arrival at a chosen forecourt, and facial recognition could be used to authenticate customer payments.
But we knew it wasn’t enough to look at technology: we had to understand customers. What brought customers to the retailer’s forecourts? Where were their “pain points” when refilling and shopping in the forecourts? These were the questions we went directly to customers to answer.
We spent time in the service stations of two countries, gathering feedback. We also drew on EY research into future consumer trends, such as convenience, personalization and the ability to deliver unique experiences. Aligned and energized by what the team learned, the company chose to invest in AR before the year end.
While wavespace works across a number of horizons, this was all about a quick win. Our agile, accelerated way of working drew on a blend of talent across the retailer’s marketing and brand teams, along with EY’s consumer, mobility and technology specialists. Within 10 weeks, we had designed and tested a proof-of-concept app.
In essence, the app sent customers on a treasure hunt. It encouraged people to unlock games and discounts in the convenience stores, creating a fun and differentiated retail experience that engaged new types of customers and encouraged return visits.
