Digital technology improves the customer experience in retail stores

Share Article

Reinvent the retail store experience with digital technology to better connect with customers, says Andy Brown, Central Operations Director, Home Retail Group and Simon Russell, Director, Retail Operations Development, John Lewis in a newly published whitepaper by One Connected Community

Retailers are searching for new ways to adapt to changing customer behaviour and develop strategies for the digital world.

Reinventing the store experience is crucial to retailers. The best retailers are increasingly thinking about how to make it more relevant and personalised to be in their store (engaging customers on their digital terms).

Those that take advantage of these capabilities stand to gain against competitors that don’t.

“Find ways to take your customers with you,” says Andy Brown, Central Operations Director, Home Retail Group in a whitepaper published this week by One Connected Community.

“At Argos we are particularly interested in ways to improve and simplify the customers’ journeys around enabling more efficient click and collect,” he adds.

While Simon Russell, Director, Retail Operations Development, John Lewis says: “We understand that customer shopping habits are evolving. Christmas 2014 was our first ‘Click & Collect’ Christmas with 56 percent of online orders being collected in store (which overtook home delivery for the first time”).

Staying abreast of new and innovative technology is key, he adds. “We are currently trialing a number of new in store initiatives to enhance the omni-channel customer experience… including ‘Click & Commute.’”

The ever-changing face of retail demands a personalised, relevant and intelligent approach to connecting to the customer. The real challenge for retailers is to understand the value of digital in forging deeper connections with customers to better serve their needs. 

Ultimately, the technology has to create a richer experience for the customer. Give customers what they expect, but bring the unexpected to drive store traffic, conversion and loyalty.

The ability to innovate and harness digital technology will set the successful apart as we move into the new era of retailing.

The digital store is explored further in a newly published whitepaper, including full interviews with Andy Brown (Argos) and Simon Russell (John Lewis), plus digital disruptors Dressipi, Ziploop and The Retail Doctor.

Download the full 10-page whitepaper here:

George Kiley at One Connected Community says: “This paper provides invaluable insight from leading retailers on how the store, digital technology and its ability to better connect customers, is very much at the heart of growth strategies in 2015.”

The full 10-page whitepaper shares insight on:

Customer Expectations – Read how retail’s dreamers, disruptors and champions are responding to evolving customer behaviour 
Digital Innovation – Insight on “Click and Collect” strategies, digital store transformation, mobility, engagement and loyalty
Commercial Drive – Where and why investment in digital makes good business sense

Share article on social media or email:

View article via:

Pdf Print

Contact Author

George Kiley

George Kiley
since: 10/2014
Follow >
One Connected Community

Visit website