Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

How is the in-store retail customer experience evolving?

Blog
22nd June 2017

expéclient

American retailers appear to be facing a crisis. Brands like JC Penney, American Apparel, and Sears are all closing stores and customers there are increasingly focused on shopping with their smart phone. Shoppers don’t need to tolerate anything less than an excellent customer experience in stores because they have the ability to immediately shop elsewhere.

So how can retail brands build a premium experience that starts blending the excellent online approach with in-store? It is likely to require an approach to the use of technology in-store, but how?

British retailer John Lewis is rolling out one good example. A recent trial at their Cambridge store demonstrated how a single iPhone app used by employees can change in-store customer interactions. They now have plans to roll out the app to over 8,000 in-store employees.

The app has three main functions:

This sounds simple, but it dramatically changes the relationship of the employees to in-store customers because they now have information on every product and oversight of stock levels across the entire business. If a customer asks about a product, the employee can pull up detailed information immediately. If a customer is interested in ordering something they saw last week, but cannot see in the store today, it’s easy to check where it is in stock. If the customer wants to go ahead and order, the employee can take the order immediately without sending the customer away to wait in line.

A recent feature in the Retail Customer Experience suggested that in-store interactivity is the real key difference. The article suggested thinking about these points when considering how interactive technologies can be used in-store:

I think that interactivity is a key part of the answer, but is not complete. To really change the in-store experience in a fundamental way requires innovation and careful thought. Think about the John Lewis example. It’s an iPhone app. That’s something we all use. It’s not reinventing the wheel, however, by placing information, supply chain, and ordering capabilities in the hands of every employee they are changing the entire in-store customer journey and that is a big difference.

Let me know what you think are the key areas where in-store retail CX strategy is evolving? Leave a comment here or get in touch via LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Inside Sales – This new generation of B2B salespeople that is changing everything! at last!

The B2B sale has adopted a new model, of American origin. More efficient, it is based on Inside Sellers. Their profile and working methods are presented by Etienne Turion, Webhelp Enterprise CEO. What are the new challenges in the sale of B2B products and services? First of all, a first observation: "cold" contact is largely over in B2B. Call campaigns are no longer launched on...

Whitepaper
AI and Automation: Improving the Customer Experience

This paper has been borne of conversations with experts within Webhelp and beyond and is also the result of a YouGov study of over 2,000 adults in the UK. In this paper we hope to dispel some myths around automation and Artificial Intelligence (AI) and also to outline the most effective ways that...

News
Webhelp Employees Saddle Up For Charity In Virtual Cycle To India

Teams at Webhelp, one of the country’s leading business process outsourcers (BPO), have raised £2,119.96 for ultra-athlete and cystic fibrosis warrior Josh Llewellyn Jones through a virtual cycle from Larbert to Guragon in India. On January 31st 2019 staff from across all the Webhelp UK,...

News
Webhelp and SKY make it a hat trick of awards

London, UK, 30/11/2018 Global customer experience expert, Webhelp, and leading telecommunications provider, Sky, were celebrating again after taking home the award for Best Outsourced Contact Centre at the European Contact Centre and Customer Service Awards, which took place in London on 27th...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook