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Future of Retail — Customer Engagement


issue 05


of flexible ways – through the cloud, licences, and pay-what-you-consume arrangements that helps iron out the peaks and troughs of demand – which is making it possible for retailers to service customers easier, faster and better than had previously been possible.


PERSONALISATION Customers today expect an experience that is unique to them. They want the journey they take with a retailer to be tailored to their desires and demands. Achieving personalisation at scale is a tough challenge and technology is the vital enabler. Retailers need to harness its power because


the delivery of a personal experience to every shopper is worth chasing since the prize is potentially huge. But it has to be done across all the channels in order to give a seamless customer experience and not one that is constrained by silos. Data sets of transactional, product, and


customer information are now being pulled together in a way that is enabling one version of the truth to become more than just an aspiration for the industry. The truth is that lots of shoppers leave


stores without having any engagement with a sales advisor and also having failed to buy anything. They could have been browsing or searching for something that they failed to find. The reality is that in many cases the retailer is completely unaware of the shoppers’ mission. The digital strategy of retailers is critical to gaining data around the customer journey in the physical environment. Although it is still far from being a reality for


the vast majority of retailers at the moment the positive news is that the industry as a whole seems to be at least on a path towards achieving it. Some retailers have moved away from


having traditional Monday morning boardroom reports and instead have adopted a new way of working with realtime data visualised through dashboards on desktop PCs and mobile devices. The reality is that the traditional trading week has changed irrevocably. This is based upon today’s anytime, anywhere, any product consumer. With seven-day trading and


The future for retailers in 2020 will undoubtedly involve a mobile-first and cloud first model.


the availability of instant real-time data, the way retailers make decisions has become far more predictive than the reactive way of old. A lot of the solutions today are therefore not


just centred on historic reporting mechanisms but are far more predictive and analytical. They also ensure that access to the data and insight is based on an individual’s role within an organisation.


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