Retail Technology
“The first thing retailers need to figure out is exactly what their mobile objectives are and how mobile marketing and sales fit in with their business goals,” explains Ronkainen. There is no quick fix solution for retailers, what may be perfect for one store isn’t going to work for everyone. “Decisions need to be based on your target audience, the nature of your product and the type of devices you wish to focus on”. Once an mCommerce offering is set up, it is important that the retailer can monitor its success and ensure that any necessary changes are made along the way. Monitoring traffic and ensuring that the mobile offering is suitable for the target audience is an ongoing process. Finally, the mCommerce offering must be perfectly integrated into the customer’s existing relationship with the retailer in order to ensure that all channels gel properly, as Ronkainen concludes; “For the retailer the challenge is to ensure they offer a seamless yet tailored service across all these platforms. Mobile must be part of a holistic marketing plan that includes online and offline channels”. In order to improve customer service,
excellent levels of communication are needed across any store. This is something that retailers at Westfield Stratford City have realised, and stores including John Lewis, Dorothy Perkins and Mothercare have all saught the help of Call Systems Technology (CST) to help them with their communications. “Westfield represents a great
opportunity for retailers to implement new technologies that increase staff effectiveness and enhance their business operations,” explains Bruce McNair, sales director at CST. The John Lewis at Westfield invested in a
new digital radio with multiple channels and multiple groups, improving communications with different teams and departments. This ensures that members of staff are kept aware of changes in the store as staff on the shop floor can communicate easily with those in the store room, for example, and can provide customers with uptodate information. This is a great idea, because those on the shop floor are able to provide customers with clear and accurate advice, making the customer feel that any queries have been dealt with efficiently. As well as helping customers with
information and transactions, technology is 18
Microtiles from Christie help to create an innovative display for fashion retailer New Look.
also playing a major role in helping customers to find shopping that little bit more fun. Retail designers are incorporating more and more technology based displays to improve the retail experience and help stores to stand out from the crowd. Mood Media Corporation, a leading in
store media specialist, has recently created eyecatching visual media content for New Look stores using Christie Microtiles, creating a wall that can display animated content specially developed by Mood Media for New Look customers. Christie’s Microtiles are excellent for displaying information and encouraging customers in store, and can be arranged into almost any shape, including walls, columns, diagonals and steps to create highimpact instore displays. Vanessa Walmsley, SVP of Corporate
Marketing at Mood Media Corporation, said: “When we received the brief for this store opening, we knew we wanted to introduce something showstopping and immediately contacted Christie”. The installation of Christie’s Microtiles is simple, which was a huge draw for the project. “MicroTiles certainly provide us with the ability to pitch creative geometric shapes to enhance the store environment, and the HD bright canvas really makes for an eye catching effect. Ultimately, its success depends on the content being right for the shape and purpose of the screens to really make an impact”. Retail technology can benefit the retailer
in a number of ways, and as long as the needs and desires of the customer are always central to investment decisions, then retailers can’t go wrong when going for it with a technological update!
www.a1retailmagazine.com Contacts
Retail Business Technology Expo T: +44 (0)20 8874 2728
www.retailbusinesstechnologyexpo.com
Vista Support T: +44(0) 29 2054 2460
www.vistasupport.com
AirPOS T: +44 (0) 800 0119 767
www.airpointofsale.com
VeriFone T: +44 (0) 1895 275 275
www.verifone.com
Tradedoubler T: +44 (0) 20 7798 5800
www.tradedoubler.com
Call Systems Technology T: +44 (0) 800 389 5642
www.call-systems.com
Christie T: + 44 (0) 1189 778 000
www.christieema.com
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