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Automation and AI are not the future – you are


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data you’ve got. It’s how you use it.” Tony Brown, chief executive of Beales


Department Stores, highlighted how data was being used to tailor the offer at his stores through the running of several pop-ups in its smaller stores that housed a limited amount of furniture items. “We use the data to individualise the


items for each store. Millennials do not want to wait weeks for furniture so we have next day delivery. We have to hold the stock but [because it’s a tailored range] we sell it quickly. And our employees have tablets so this has also driven web sales,” he explains.


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the business. If you give customers a better experience then they will be more loyal and spend more with you. Therefore measure NPS and internal drivers that impact the outcomes of customers.”


DON’T BE SCARED OF DATA Andrew Mann, VP of insight, pricing & digital CRM at Asda, says that part of the change in culture that is required should include removing the fear people have about data. “People are frightened of it and think you’ve got to be very clever to use it. It needs to be [better] explained to people how they can use data. We hear about big data. This is not about the amount of


IN-STORE TECHNOLOGY SERVING A NEED Utilising the likes of tablets should be very much about it solving a problem, according to Ed Duggan, chief financial officer & commercial director at Fishpools Furniture Store, who says: “We could adopt the latest technology, but you have to find what fits. You need to understand it. If you introduce tablets then you need employees to buy into it.” This was an issue that Stefan Schmidhammer,


IT retail innovation manager at Swarovski, faced two years ago. He says “We realised we had a lack of IT innovation and our stores had not changed. We had digital signage in some stores but no tablets. Compared to our competitors – with their tablets and smart- phones – we were behind.” With the creation of a retail innovation team


investigations took place that has led to a number of trials involving technology in-store. These have included an artificial intelligence solution that recognises Swarovski products that are brought into its service centres purely though identifying it through its image when there is no receipt present. A style finder has also hit some stores


and involves the company’s online content reconfigured for a tablet in-store that enables the searching of specific types of items. This also includes a chatbot. Swarovski has also created a virtual try-on solution, which been tested in some outlets and involves taking a photograph of the customer and then allowing them to virtually try on the range of products.


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