Page 32 - March 2023 #179

RLI RETAIL INSIGHT

The Role of Technology

in Top Tier Customer

Experience

David Fuller-Watts, CEO of Mallcomm, explains how digital
technology is helping retailers to elevate the customer experience
in-store and online.

s retailers continue to respond to changes in consumer onto one platform, providing shoppers with information that helps them
behaviour and an uncertain economic climate, the need to plan their visit more effectively, including car parking capacity.
Ato improve the customer experience has intensified. To
differentiate in a competitive and challenging market, creating a memorable A step ahead
experience is essential and technology has a vital role to play. Continuously improving the customer experience goes hand in
With more shoppers spending time in the digital world, the hand with data monitoring, collection and analysis. There is a vast
customer journey now begins long before they physically enter a store. range of technology that can be adopted to understand a customer’s
This is fuelling the need for more effective omni-channel strategies. behaviour, their needs and expectations, helping retailers to create
Consistency is key to this approach, ensuring the customer experience more tailored services and experiences that build loyalty.
across multiple channels meets changing needs and expectations. Artificial intelligence can be used to identify key trends and
enable retailers to respond accordingly such as adapting marketing,
Streamlining journeys merchandising, supply chains and promotions.
Customers expect the purchasing journey to be quick, simple and Digital technology can also be adopted to create bespoke, online
stress free. The same principle applies to the returns process. With feedback forms, polls and surveys that analyse customer feedback
online retail significantly increasing the number of returns, creating and sales data, ensuring retailers get a clearer picture of customer
more efficiency is essential. satisfaction as well as the impact of experiential retail initiatives and
Technology, including artificial intelligence (AI) is already being used marketing campaigns.
to tackle rising returns and costs. Automated fulfilment processes,
virtual fitting rooms and tailored size advice are just some of the People first
initiatives being deployed across the retail industry. Improving the customer experience relies on people and ensuring
At the same time, many retailers are proactively encouraging retail staff are happy and motivated. After the challenges of the past
shoppers to bring their items back to store to reduce costs. This two years, engaging workers has become more important than ever
approach doesn’t, however, remove the need for technology. before. Technology will never replace good people skills, but it can
Digitisation can streamline the in-store returns process making it far help to make their jobs easier.
quicker and simpler for customers. The use of digital touch-screens is In shopping centres for example, digitising operational processes
just one example and for larger shopping centres, there is the potential such as maintenance or cleaning requests, keeps retail tenants
to adopt a similar strategy, providing shoppers with more flexibility. productive, saving their time and streamlining management.
By using a digital platform, retailers can centralise the returns process Digital tools can also be used as part of wider employee recognition
for their customers, enabling shoppers to select a preferred time for strategies, enabling managers to offer online awards that acknowledge
bringing back their items. This will help them to avoid the queues at peak excellence and offering the ability to share an employee’s achievements
periods, removing stress and freeing up time for browsing and shopping. with the wider team or retail community.
Keeping connected Standing out
Another benefit of an omni-channel strategy is that it can help As customer expectations continue to rise so does the need for
retailers to build stronger connections with their customers. By more memorable experiences in retail. In response, technology is
creating memorable experiences both on and offline, retailers can evolving bringing with it a vast range of digital tools that can be used
boost engagement and loyalty. to meet the changing needs of shoppers. From improving connections
In-store product demonstrations, personal styling, events or offers, and communication through to more forensic analysis of trends and
can all help to encourage customers back into physical shops and behaviours, technology is playing a crucial role in ensuring retailers can
incentivise sales. But to maximise the effectiveness of this strategy, the differentiate, boost loyalty and increase sales.
online experience must match up.
Customers now demand relevant and accurate information at their
fingertips. Adopting new technology can meet this need by bringing
the information that matters the most into one place. This means that
retailers’ latest news, including details of special offers and in-store
events, can be communicated to them through a single source and
tailored to customer demographics.
This provides a more bespoke experience that extends beyond
the purchase of goods or services. Customers also have more
opportunities to engage with the brand and long term, this technology
can help to foster a greater sense of community across both physical
and digital spaces.
Centralising information though digital technology can improve
the experience in other ways too. It enables customers to directly
communicate with retailers, helping them to receive a swifter response
to any queries. At shopping centres, multiple applications can be brought

34 RETAIL & LEISURE INTERNATIONAL MARCH 2023