As retailers re-open their doors to shoppers, I’ve been thinking about what makes an enjoyable customer journey.
Besides innovative concept driven stores, there are a few obvious factors such as visual merchandising displays, store layout and good customer service but often, even the basic necessities aren’t met.
The Basics of a Customer Journey
At a bare minimum, retailers should think clearly about 2 main elements when embarking on creating an enjoyable customer journey: product and stock.
Stock
At Retail247, we know and understand that stock accuracy is fundamental to omni-channel retailing. This is where RFID comes in. Simply put, RFID technology delivers a significant improvement in stock accuracy. Stock accuracy allows best stock levels to be retained in-store as replenishment is based on true demand, which in time, leads to increased sales opportunities. In addition, stock accuracy allows for ranges to be accurately represented on the shop floor through stock room replenishment. Reduced stock cover in store is also considered so that stock can be replenished to demand. This too, leads to increased sales opportunities, reduced fragmentation, increased sell through and reduced mark down. Accurate stock information prepares retailers for store-based Click & Collect as well as store fulfilment.
It must be noted that even if stock is 100% accurate, failure is a potential due to shops being fluid environments. For example, 5 units of a product may be in existence at a store, but 3 may be in the changing room and therefore inaccessible on the shop floor. Stock management systems deal with failure and retailers need to acknowledge the fact that they are working in dynamic environments. Read more about RFID here.
Product
PIM solutions are by far the most effective way for retailers to keep track of their product data and information. Origin, our PIM platform establishes a single point for all things product and is our first core foundation ‘engine’. Massively scalable and completely flexible, Origin can be used in multiple product management scenarios. Product data management, product data distribution, product data collation, price change management and digital asset management are all use cases designed to manage multiple channels. The Retail247 wraparound service ensures your product data gets where it needs to be. Read more about Origin here.
The Next Step
Mastering the basics is a fundamental part of nailing an enjoyable customer journey. Without solid infrastructure, brands will fall at the first hurdle. After understanding and tackling the essentials, retailers can begin to focus on more creative elements of the customer journey.
Great examples of stores with innovative customer journeys include:
Harrods
Harrods guide their customers through their luxurious departments in inventive ways. Even on their Careers Page it’s obvious how important a thrilling customer journey is: ‘The Harrods customer journey shopping experience goes far beyond our shop floor sales employees. That’s why we have dedicated teams focused on delivering an outstanding customer experience. From our Visual Merchandising Teams who ensure perfect product presentation throughout the store, to our shop-floor based Customer Loyalty hosts who use their extensive knowledge of the store to provide a warm welcome and offer guidance… to our Personal Shopping Team and 24/7 security officers, all have a mission to produce an exceptional experience to each of our customers.’
Reiss
Reiss have invested in retail technology to create a smooth journey for their customers by extending their use of Origin, our PIM platform as well as RFID. Reiss is a premium high street brand and as such, being able too fulfil customer promise with confidence is of paramount importance. As touched upon above, knowing exactly what stock is in a store enables better replenishment, improved availability and means that stock can be opened up to full omni-channel selling. Learn more about Reiss’s use of Origin here, and their implementation of RFID here.
Urban Outfitters
Urban Outfitters knows its target consumer inside out. The walls are donned with retro-inspired clothing, funky accessories and Gen Z inspired literature, but it’s not just about exciting visuals. In late 2019, it was announced that Urban Outfitters were adopting retail technology solutions enabling their in-store and head office teams to understand customers sentiments and perceptions at every meaningful moment along the customer journey.
Lush
Lush is a traditionally bricks-and-mortar retailer which has mastered the art of customer experience, both online and offline. They’ve invested in state-of-the-art technology to help them at every stage of their business, whether it be to do with product ingredients or building augmented reality apps and bespoke tills to speed up in-store transactions. Lush employs a team to match the retail and customer need with technology solutions in order to drive business growth. The team consistently work on several projects spanning hardware, software and design which are then placed in front of real customers for feedback.
None of these exciting, inventive customer journeys would be possible without clear stock accuracy and product knowledge. At Retail247, we can help you master the basics and offer innovative technology which underpins your business, enabling you to take the next steps in mastering a trailblazing customer experience with our PIM solution, Origin, and our stock engine, Archean. Get in touch to learn more.