Customer experience is the driving force behind High Street success
On the High Street, enhancing customer experience is important – and so is gathering insight from those customers, not only to further elevate their experience, but drive revenue. High Street businesses are constantly seeking innovative ways to engage their customers and provide a seamless, personalised shopping journey.
Leveraging advanced technology is essential not only to providing this experience, but gathering insights that can drive business growth. From personalisation and in-store engagement to operational efficiency, the role of technology in shaping the retail experience is undeniable. When supported by a reliable network infrastructure, that experience built on technological innovation can be transformed.
Personalisation and Customer Preferences
73% of customers cite experience as an integral factor when making purchasing decisions, demonstrating just how vital it is for High Street businesses to get customer experience right. It’s the experience that drives growth: happy customers are loyal customers, and the insights gathered both improve the in-store experience, but also make it easier to provide the right products, in the right places, at the right time. Advanced technologies are changing the way these personalised shopping experiences are delivered.
Hannah Lipczynski, one of Gamma’s Business Development Managers, emphasises this point: “It’s really around changing customer experience and customer preferences and the personalisation that comes with that, changes to e-commerce and the rise of AI and IoT.”
AI can analyse vast amounts of data to provide insights into customer behaviour, enabling High Street organisations to tailor their offerings. Recommendation engines can suggest products based on past purchases and browsing history, creating a more engaging shopping experience. Similarly, IoT devices can collect real-time data on customer interactions with products, helping to refine their strategies when it comes to overall customer experience.
94% of High Street businesses have already expressed a willingness to adopt IoT solutions and use that connected network to improve customer experience.
Engaging customers in-store
In-store engagement is an important aspect of the retail experience. Integrating mobile apps with in-store Wi-Fi to offer personalised promotions and rewards is one effective method to improve how customers interact with stores. For 80% of customers, receiving a personalised experience makes them more inclined to purchase products.
Mark Kershaw, Gamma’s Sector Head, notes the importance of such integrations: “You can integrate in the app, making sure you’re trying to get people to log in to the app while in the store. So, you might be offering them, if you’re in store and you engage with your app, then we’ll double the points, double the discount, whatever it may be.”
This approach not only boosts customer engagement, but also provides valuable data on shopping behaviours. That data can be used to better understand peak shopping times, popular products, and customer preferences, giving them the means to make more data-driven decisions.
Innovative retail technologies
Innovation is at the heart of many great things in today’s world, not least of which enhancing customer experience. Technologies like RFID (Radio-Frequency Identification), electronic shelf labels, and automated systems streamline operations and improve the shopping experience. RFID technology, for example, allows for accurate tracking of inventory, reducing the likelihood of stockouts and ensuring customers can always find what they need.
Laurence Malthouse, Solutions Sales Director at Gamma, agrees: “We’ve seen the impact of electronic shelf labelling. We’ve seen the impact of RFID has had on some of the supply chain initiatives.”
Electronic shelf labels provide real-time updates on product prices and availability, eliminating the need for manual updates and reducing errors. Those same shelf labels can provide product information at shelf level, which 64% of consumers has expressed a desire for. Automated systems, such as self-checkout kiosks and robots for shelf stocking, further enhance efficiency and customer satisfaction.
Data integration and real-time updates
Effective data integration is crucial for maintaining a seamless retail experience. Ensuring that data flows smoothly between different parts of the retail operation, from the shop floor to the warehouse, is essential for meeting customer expectations. And it’s not just on the High Street; it’s all the operations in the background that support the face of businesses that customers interact with.
Hannah elaborates on the importance of data integration: “It’s making sure that the data from those shop floors is being transmitted to and from the warehouses, to and from the distribution centres in the right way at the right time, in the right amounts to make sure that the stock itself is turning up.”
Real-time data updates allow inventory to be managed more effectively, ensuring that products are always available and reducing the risk of stockouts. This proactive approach to inventory management enhances the overall customer experience by providing reliability and convenience. It also ensures a smooth operational relationship across the breadth of a High Street operation, from distribution all the way to the shelf.
The role of Wi-Fi and connectivity
Great Wi-Fi connectivity has gone from being a cool new piece of tech to a basic customer expectation. Data suggests that 96% of consumers would prefer to shop in stores that offer free Wi-Fi and would be more likely to return to enjoy this in-store service. But above all, it’s useful: it supports various functions, from enhancing customer engagement to improving operational efficiency.
Reliable Wi-Fi can support services like mobile checkout, real-time promotions, and in-store navigation, all of which contribute to a superior shopping experience.
In fact, it goes beyond even those, according to Mark: “Wi-Fi is absolutely key these days because it’s not just about engaging with customers, but as you’ve mentioned, potentially into your security.”
High-quality Wi-Fi also supports third-party services, such as parcel pickup points and delivery lockers, enabling customers to complete multiple tasks in one visit. This convenience is particularly valuable for customers who expect efficiency and ease.
Enhancing operational efficiency
It may seem obvious, but it must be stated: operational efficiency directly impacts the customer experience. By streamlining processes and reducing bottlenecks, customers can enjoy a smoother shopping journey.
Laurence points out the benefits of automation: “If you’re a supermarket, for example, very large volumes going through, very transactional, then things like your margins are probably quite thin. So, anything to do with productivity gains, as you’ve mentioned, electronic shelves, that can all automate your supply chain and make sure shelves are stocked with the right products at the right time.”
Automated systems can handle routine tasks like shelf stocking and inventory management, freeing up staff to focus on more value-added activities, such as assisting customers and improving store presentation. Not only can customers enjoy a heightened experience, but those staff members will feel more engaged, which is crucial at a time when the average turnover rate stands at just over 50%.
The future of customer engagement tech
As the tech gets more advanced, and frankly cooler, the opportunities for boosting customer engagement only increase. Emerging tech like augmented reality (AR) and virtual reality (VR) hold great promise for the retail sector. These technologies can create immersive shopping experiences, allowing customers to visualise products in their homes or try on virtual clothing. The opportunity presented by both AR and VR is one waiting to be seized by the High Street, especially as only 1% of High Street businesses are currently using them.
Hannah envisions a future where technology plays an even more significant role: “The landscape moves so quickly. You really do need to be in a position where you can be flexible and agile. Technologies like augmented reality and virtual reality are becoming essential for creating engaging and personalised shopping experiences. Customers are demanding more interactive and immersive ways to shop.”
By staying ahead of technological trends and continuously innovating, High Street organisations can meet and exceed customer expectations, fostering loyalty and driving sales.
The High Street’s future is in your hands
As you can see, enhancing customer experience in retail through technology is becoming essential for staying competitive in today’s market. By leveraging advanced tech for personalisation, in-store engagement, operational efficiency, and data integration, High Street businesses can create a seamless and satisfying shopping experience, and most importantly of all, drive revenue and growth.