Page 34 - July 2021

RLI EVERYTHING DIGITAL

From Idea to Doorstep

In this month’s Everything Digital column, Kathy Kimple,
Chief Retail Officer at FitForCommerce discusses the building
blocks that are needed for digital success for retailers, brands
and malls in the modern world.

Although it seems like every day, another retailer or mall is closing technology solutions isn’t easy. It starts with a clear understanding of
its doors or decreasing its footprint, brick-and-mortar retail is not desired achievements, current system capabilities and future goals. A
completely dead [yet]. There is, however, more pressure than ever detailed requirements analysis is critical, and this exercise often leads
to reinvent traditional retail. Specifically, retailers, brands and mall to the identification of gaps and opportunities that may not have been
operators must assign greater focus on digital, and on how to deliver readily apparent.
a unified shopping experience that centres on convenience, delivers Choosing the right platform or solution to meet identified
unique experiences and caters to an “instant gratification” generation. requirements is a time-consuming and resource-intensive - but
As we look ahead, we expect to see further consolidation of the retail necessary - project. Investing in and implementing the wrong solution
market, improved use of data, emphasis on speedy delivery (same-day/ can have a detrimental impact on your overall business.
same-hour delivery anyone?), and a greater need to connect and blend It’s easy to get distracted by shiny new technologies, but it’s often
in-store and digital experiences. the less “flashy” solutions that help optimise and improve the overall
So, what does it take to run a successful digital and unified commerce efficiency of a business. It’s worth evaluating how and what can be
business in an evolving market that’s dominated by constantly changing improved “behind the scenes” before determining what technologies
consumer demands, volatility and technology moving at lightning are needed. This is especially true in today’s retail environment
speed? From “Idea to Doorstep,” there are so many different moving that was turned upside down by accelerated demand to “turn on”
parts to manage, including merchandising, user experience, marketing, omni-channel services from one day to the other. Finally, to deliver
transaction, security, privacy, fulfillment - and everything in between. that unified shopping experience that consumers demand, your
While most retailers and brands agree that a seamless and consistent technology stack should be fully integrated, allowing for complete
shopping experience across all channels is critical, the approach varies visibility into inventory, and customer and order data across the entire
greatly. Approaching the shopping experience in a strategic, holistic shopping journey.
manner is the only way to satisfy shopper’s high expectations. However,
one of the most important lessons from the Covid-19 pandemic is that Separate the wheat from the chaff
organisations must prioritise agility and flexibility when it comes to Retail and technology are evolving at lightning speed, and keeping up
technology, processes and people. with the latest and greatest takes time and resources - both of which
From developing the right strategy and building a high-performing are scarce for most retail organisations. It’s imperative to constantly
team, to creating a solid foundation and selecting the right technologies, understand customer shopping behaviours and expectations, monitor
there are many complex, interdependent and moving parts that what competitors are doing, and prioritise strategies and technologies
retailers and brands need to master. It’s no wonder that thriving, yet that allow for greater agility and flexibility. Furthermore, retailers
alone surviving, can be overwhelming - even for the most seasoned should look beyond specific industry characteristics to get inspiration
retail executives. and gain a sneak peek into what might be next.
Most organisations are inundated with promises from technology
People are your greatest asset providers to take their businesses to the next level, but it’s almost
An organisational structure of cross-functional teams with the right impossible to separate the wheat from the chaff. you need an
skills as well as shared values and goals that work collaboratively and organised approach to staying on top of innovations while navigating
in alignment to plan, manage and execute all functions is essential. which emerging technologies will truly help the bottom line. Few
Too often organisations employ people to manage each distinct organisations have the capacity to dedicate resources to innovation.
business area, resulting in functional silos. This frequently leads to Those that don’t should consider teaming up with a partner that
communication breakdowns, inefficiencies and missed opportunities. understands their business and can apply market knowledge and
By breaking down the barriers, you are better positioned to deliver insights on innovative tools and technologies best suited to grow
the standout shopping experiences necessary to compete. their business.
The right people are the most valuable asset for your organisation. With a solid foundation in place, the right people, proper technology
Ensure that you give them the tools to keep developing their skills and an eye towards the future, you have the building blocks for digital
and the technology to empower them to collaborate and best serve success and will be better prepared for whatever curveball the industry
your customers across all channels. The way that you develop staff, throws at us next.
incentivise and evaluate your staff can mean all the difference between
failure and success. It’s critical to ensure that employee performance
measurements, incentives and rewards are structured to foster
alignment in achieving strategic company objectives vs. tactical goals.
66 per cent of digital commerce technology implementations
end in divorce
The right technology foundation is imperative to success - it must
support and empower teams to achieve operational efficiencies,
deliver the optimal customer experience and be flexible enough to
evolve with the industry. Finding the best digital commerce and retail

34 RETRETAIL & LEISURE INTERNAAIL & LEISURE INTERNATIONAL JTIONAL JULULy 2021y 2021