As retailers re-open their doors to shoppers this summer following the easing of the lockdown restrictions, we’ve been thinking about what makes for a good and enjoyable retail experience.
At the beginning of March this year, we were treated to our first glimpse on UK soil of ‘Amazon Fresh‘ when the doors opened on a 2500 square ft store in Ealing Broadway. Despite it standing out as something unique because of the technology it has in play, it still needs to achieve against the same criteria as its more traditional neighbours; Primark, Marks and Spencer, JD Sports, Decathlon, H&M and Boots.
You see, it doesn’t matter how much innovative technology is woven into the shopping experience, there are some basics that if a retailer gets wrong, the relationship with their customer will be severely compromised and the resulting breakdown of loyalty may prove irreversible.
What makes a good customer experience?
When customers go into shops they are encouraged to make purchases, but it is equally important that they leave satisfied and ideally, delighted, with the experience and that they not only return, but spread the word of a shop worth visiting. Providing comprehensive, consistent and accurate product, price and inventory information is vital is this objective is to be met, and this applies as much to Amazon Fresh as it does to an independent High Street shop. But too often, retailers fail to deliver this basic requirement and even though they have the customer facing technology in full view, the information serviced only goes towards generating disappointment.
How many times have you been into a shop and served by a very helpful and friendly assistant, who has then struggled to find the right on-hand-stock level to satisfy your order? Or the right price to sell you an item? Or even the correct fabric composition of an item of clothing you want to buy? This is not their fault, but it is a serious problem that retailers must address. Good customer service is not just about a warm welcome, and it’s certainly not all about having the latest technologies installed. It’s about getting the balance right between everything that makes a difference.
How do PIM platforms improve retail experience?
There should be a single source for all things product information; this will ensure accuracy and consistency. Access to this information should be easy and reliable. Product information should be comprehensive and go a lot further than standard descriptions such as ‘blue denim jeans’. Times have moved on from when databases were restricted by size; we can now use attribution to determine and define every aspect of a product’s identity and embellish this further by pictures, videos and audio descriptions. Once a retailer has this source data, they can then use it to power-up customer facing technologies with confidence that the experience delivered will be positive and aligned to building strong customer relationships.
But retailers must choose their technology partners carefully and find companies that can deliver the foundation systems that digitally transformed futures can be built upon. There are too many stories about failed investment where the business requirements were not delivered; most frequently because they weren’t understood. Technology alone is never the answer; it must be focused upon delivering specific business needs. And what great need is there in retail than to provide the best possible customer experience, especially now, when people want to visit shops again?
At Retail247, we deliver the foundation systems needed to ensure that you offer your customers the very best service and overall experience. Our Origin solution is not a generic PIM system, it is designed specifically with retail in mind, and it will deliver you the platform you need to launch future technologies that will provide you with the competitive advantage you need, to get ahead and stay ahead.
Written by Alan Morris and Lucy Heard