How do retailers achieve operational efficiency without compromising customer service?

Stores need to adapt to the emergence of alternative distribution channels.

Retailers can use these channels to help build relationships with their customers while also making operations more efficient, but what is the best way of doing this?

David Lowrence, retail industry consultant at Fujitsu UK & Ireland, says that there is no such thing as a single model to combine efficiency with customer service, as retailers’ needs are specific to their market, customer needs and sector.

Simply filling the store with technology such as plasma screens and interactive kiosks won’t necessarily work.

Each retailer needs to understand what technology will work best for its customers, and where it needs to be placed.

Lowrence says: “The customer will interact with the retailer in whatever way is most comfortable, depending on time, location and urgency, switching between interaction methods as appropriate.”

He adds retailers need to consider their approach carefully. “By providing a grounded, joined-up process structure, stores of the future will increase interaction and integration between bricks-and-mortar stores and all of the other channels. This will help reconcile the customer experience and improve operational efficiency.”

As stores and digital services come together, consumers should be able to have an in-store experience that matches the online experience.

Lowrence says: “The future of retail stores will hinge on their ability to service customers across all channels.”