I’ve just read an interesting article about how Top Shop is using technology to redesign its stores based on customers’ use of smartphones. Apparently “the system will allow retailers, shopping centres and other venues to gain easier access to customer movement data and to more effectively monetise their assets”. OK – so that’s one way to know Customers better: as some supermarket chains are also doing, you can use technology to monitor their movements, and what, and when, they buy. Then you can realign your store accordingly.
The problem with that approach, is that you will learn what they buy, but not why they buy.
In a week when a new survey suggests that Sales and Retail Assistants are “95% likely” to be replaced by robots, I’d suggest that whilst technology has its place in facilitating the Customer Experience, there is (or should be) no substitute for human interaction. My vision for what that interaction should look like is displayed on the homepage of my website: “The wave of enthusiasm from a team of people in love with what they do, who have created a sensational stage for their product, and who can’t wait to attend to every customer desire as they facilitate the ultimate buying experience”
Whilst retailers scratch their heads as they contemplate the impact of the new National Living Wage, and struggle to justify the running costs across their sprawling property portfolios, the answer is staring them in the face…