Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Which Tech Will Change The Customer Experience in 2016?

Blog
29th March 2016

In a recent press release from Macy’s, the US-based retailer, they outlined exactly how the use of Radio Frequency Identification (RFID) on their stock control had accounted for a better service to customers and a $1bn reduction in inventory carried in retail stores. That’s a billion dollars that can be reinvested into the business or can just sit on the balance sheet earning interest.

It’s examples like this that really show how there are two sides to the omnichannel debate. The supply chain needs to be more effectively managed – as in the Macy’s example – so stock is always in the right place at the right time without the need to spend on the purchase and storage of excessive stock. In any case, an excess of stock often leads to a requirement to sell it discounted, just to free up storage space.

Omnichannel also sits on the customer communication side – the impression any customer has of the brand through their interactions. This Econsultancy article highlighting the probable omnichannel trends for 2016 largely focuses on this side of the coin.

The key three trends featured by Econsultancy are:

1. Move beyond your comfort zone; try something new. For example, if you are an online-only retailer then see how some pop-up stores work out.

2. Adopt new technologies; explore how the world is changing with new ideas such as virtual reality changing the way that customers see products.

3. Personalisation; start treating customers as individuals, not just one faceless person in a sea of millions.

Now, in general I agree with this advice. Good personalisation can mean features like recommendations. I have often bought something on Amazon because the system said, “if you bought this then you might like this…” I also agree the new technologies are really going to change the way that brands interact with customers this year, however I do have a major reservation about this advice.

New technologies will not improve your customer experience unless the customers want them to be available. Tools like virtual reality are going to create some amazing new ways for brands to interact with customers, but it will not be common to have VR systems at home for a few years yet. So every retailer that wants to explore this technology needs to consider how it might work in his or her in-store environment.

Car dealers may offer the opportunity for customers to see themselves driving in familiar places with their new car, before it is purchased. Clothes retailers may allow customers the opportunity to see themselves in a club wearing the clothes they are thinking of purchasing. There are an enormous number of ideas and opportunities, but for the past few years customers have always been ahead of retailers – so as multichannel and then the omnichannel was designed it was largely based on what customers really wanted.

Now we are in new waters with so many options for technology that can help the customer experience, but very few customers have tried this technology so at the moment it is unclear which will be a success. It’s worth remembering this change when reading all these predictions for 2016.


Leave a Reply

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


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Dearne Valley Team Receives Recognition Of Excellence At Webhelp’s Annual Star Awards

              Two employees from Webhelp’s Dearne Valley site have received awards at the leading global customer experience firm’s annual Star Awards ceremony. Cheryl Hawke, Senior People Advisor, was recognised as Role Model of the Year in a support role, and Neil Morton, Team Manager at Vodafone, as Role Model of the Year in an...

News
Sheffield Team Receives Recognition Of Excellence At Webhelp’s Annual Star Awards

              Three employees from Webhelp’s Sheffield contact centre have received awards at the leading global customer experience firm’s annual Star Awards ceremony. Customer Advisor, Ahmed Al Ahdal, was recognised as The Rising...

Blog
Tips to optimise your business’ cash flow

Lack of cash: all fashion brands are short of cash at some time or another. This was the reason for organising a workshop entitled: "Cash is king - How to optimise cash flow at each stage of your development". It was suggested by the Fédération Française du Prêt à Porter Féminin (French...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

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 terms and conditions.

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 terms and contitions 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