Technology Record - Issue 27: Winter 2022

167 RSM helped Priority Cycles use AI and virtual reality technologies to create new experiences for its customers way to purchase bicycles. It wanted technology to serve as the platform for its future growth. RSM helped the retailer to create a connected physical and e-commerce store with AI-driven virtual assistance using customer insights and automated security measures like fraud detection. “The goal was to make bicycling simpler,” says Carpen. “Bicycle sales are based on customer demand, which requires finding new methods to incorporate user feedback into all aspects of the business. “The company fully embraced what we had to offer to differentiate its business. Our collaboration included an augmented reality solution to service bicycles in the field, as well as a product selection and configuration tool in its showroom.” The partnership has allowed Priority Bicycles to deliver a premium customer experience, setting it apart from its competition. And it can now use analytics to continually innovate based on customer feedback. “It’s not about having the data; it’s about having a partner like RSM to work with that data and make it functional,” says Connor Swegle, chief marketing officer at Priority Bicycles. “We now understand how to use data to make our business stronger.” RSM will host tours of its Priority Bicycles retail experience centre at the NRF 2023 event in New York, as well as showcasing other new innovations, including: an LED light selection that connects physical spaces with digital information; Dynamics 365 Guides, which uses mixed reality and Microsoft HoloLens; machine learning analytics for user emotions analysis; and in-store heat mapping and traffic tracking. “The whole RSM team is incredibly excited for NRF,” says Carpen. “It not only gives us an opportunity to showcase how we are leveraging our own technologies and that of partners like Microsoft, but it also allows us to highlight how we continue to strive for retail innovation.” R E TA I L & CG