Combining creativity and efficiency by sharing behind-the-scenes processes with consumers can win their invaluable loyalty.

You know retail has got well and truly under your skin when you find yourself itching to tell someone about a brilliant piece of customer service you’ve had the pleasure of experiencing.

Luckily for me this is the perfect forum on which to share an example of supply chain innovation with like-minded people.

It all began when I booked a car service with my local Nissan garage. I was already impressed when I received a personally-addressed, polite text message confirming my appointment, and later a reminder.

Just imagine my delight when, during the servicing process, I was texted a link via which I could watch a short video of my car being serviced while mechanics talked me through their findings.

It was a brilliant touch. Reassuring, informative and undoubtedly creative, providing a glimpse into a behind-the-scenes part of the chain I had never seen before.

I was so impressed it even took the edge off the bill I was left with at the end. Would I use that garage again? Absolutely.

Back-end visibility

This example of innovative, yet simple tech-driven customer service reminded me of 12-year-old Not Before Tea entrepreneur Henry Patterson talking recently at Retail Week Live.

Patterson reiterated the importance of theatre and experience for retailers. He explained that his company films online orders being packaged before they are sent out, which is then shared with the customer. A fantastic example not only of adding some creativity to the supply chain but of keeping the customer informed too.

If your supply chain works and you’re proud of it why not show it off and in the process enhance the relationship with your customer? I guarantee even non-retail addicts will be impressed.

  •  Kate Doherty is Retail Week Connect’s deputy projects editor