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66


Future of Retail — Omnichannel


issue 07


Recognising the journeys taken led


to the implementation of systems that have given the company a single view of stock across the whole business, which has enabled


the roll-out of tablets into store that can


take orders, and it has also given a view of customer behaviour.


CULTURAL CHANGE IS BIGGEST CHALLENGE Although the project has been successful Fairley admits it has “not been without its challenges and the main one is cultural”. Martin Newman, founder of Practicology and


non-executive director of White Stuff, agrees: “A lot of the issues are about culture. To put the customer first is not about technology it is about culture. And it has to come from the top. A lot of leaders in the UK do not have the mindset and still see the world of the mid-90s. Everybody talks about digital transformations – it’s just an enabler for what customers want.” One thing a new mindset would bring is a


different set of metrics to measure success for retailers. Kate Franklin, former group marketing & omnichannel director at Outdoor & Cycle Concepts, says that as a customer-centric business retailers need to: “Measure things that are important to the customer and not to


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