Retailers are still just scratching the surface when it comes to leveraging tech for the benefit of the consumer, writes Danny Emmett, chief operating officer of AO.com.

Marketplaces where goods could be exchanged have existed since antiquity and, over thousands of years, have evolved into today’s modern store environment. 

With these developments taking place over many generations, it’s not unreasonable to suggest that the store experience is about as good as it’s ever going to get. 

“We are right at the start of what can be achieved. The online customer experience will never be worse than it is today”

That’s not intended as a criticism. We’re hopefully past the false fight of stores versus online. However, it’s worth contrasting the passage of time with digital retail, which is in its infancy in comparison. 

We are right at the start of what can be achieved. The online customer experience will never be worse than it is today.

So yes, AO is a tech business – aren’t we all now? – but the magic that sets us apart happens with our people.

Inclusion in the Retail Week Tech 100 list this year is a reflection of the thousands of people we have dreaming, designing, creating and delivering ways we can be better for our customers. 

We have an exciting digital roadmap that is repeatable and scalable as we expand into new categories and territories. It’s absolutely guided by our purpose: to make customers’ lives easier by helping them brilliantly. 

And with effective use of technology comes huge-scale economies and structural efficiencies, so we can reach and serve even more customers.

We’re constantly looking at ways to raise the bar on customer experience. We’re aiming for simple, intuitive and enjoyable, making it as easy as possible for customers to find what they need quickly, compare products and buy what they want. 

We have developed and continue to iterate tailored category journeys through our site for whatever product customers are looking at.

It’s no surprise really that the decision-making process for buying a washing machine is very different to buying a TV and so the online journey should be different for each one.

Generally, many online retailers have been slow to innovate here and, being honest, we have, too. This is a significant area for investment for us where we can bring our deep product expertise to bear for customers by making it easy for them to find what they want. 

Linked to this, we’re transforming the way we tell product stories. We’re investing in amazing creative content including video and 3D photography that brings products to life. 

We explain features and benefits in an accessible, easy and consistent way, and we want to be the destination for information. This is both pre-purchase and post-purchase content to help customers get the most out of their new products. 

Apple spends billions of dollars on research and development on incredible functionality for the iPhone, which, for many customers, just becomes a very expensive way to browse social media, take photos and tell the time.

Only a fraction of its capability is used and the same principle applies to all the products we sell. It’s in our customers’ interest, our manufacturers’ interest and our interest to ensure people are buying the right product for them and are then supported to get the most out of it.

“With tech, we believe if you can dream it, we can build it. The digital world simply doesn’t have the same constraints as the physical world”

It’s not just our customer-facing colleagues who offer this support and make the ‘AO Way’. The teams who are responsible for driving our digital experience are just as empowered to make their mums proud and be brilliant in the moments that matter.

In many ways, they can be the unsung heroes, but our consistently high NPS and Trust Pilot scores are a real credit to them.

With tech, we believe if you can dream it, we can build it. The digital world simply doesn’t have the same constraints as the physical world. 

It’s the power of imagination that makes technology deliver brilliantly for customers. And imagine the future, looking back over several generations – just how much better we can all make the online experience for our customers.

Tech 100 title image

Danny Emmett is among the global digital commerce leaders featured in this year’s Tech 100 index.

Innovative thinking. New ideas. Investing ahead of the competition. These are all requirements if retailers want to stay agile in these changing times. So, who are the individuals leading the charge?

Retail Week’s annual Tech 100 index celebrates the people shaping the new digital retail ecosystem and who will continue to do so in the months and years ahead.

Read Tech 100 today to discover:

  • Developments and trends setting the direction of travel for the industry
  • Which women are leading the digital revolution including Marcia Kilgore of Beauty Pie, Jessica Anuna of Klasha and Jo Graham of Boohoo
  • The start-ups that you may not have heard of – yet – but will want to familiarise yourself with