Retail Analysis
how to elevate and optimise the existing client base proactively. With so many resellers becoming service providers - or using partnerships to deliver ‘as-a-service’ models the financial flexibility will be greater than ever.” Speaking about the ways Zerto is working to meet these expectations in 2021 he says: “We are driven to influence more, unlock greater opportunity through programmes and meet user needs by focusing on the right partners. We want to optimise commercial channels and technology through Zerto Data Protection and support for containers. We will continue to lead in the areas we have always led, and will not only invest in those aiming to prevent cyber attacks, but those recovering as well.” Rob Shaw, MD EMEA at Fluent Commerce points out the vital need to optimise service offering both online and in store to encourage shoppers back and to continue spending, “As we head into 2021, and ‘browsing’ goes almost entirely digital, it is absolutely crucial to not only show inventory online, but to make sure it is accurate and up to date. We’ve heard from many instances recently where people went to stores where there was, according to the website, stock available - only to be told that in fact there wasn’t any left. Whilst showing this on the website is great, not being able to deliver on that promise can backfire spectacularly by making consumers choose a different retailer altogether for that purchase. Reliability will be more important than ever so that no customer feels they are “wasting a trip to the shops”. “Retailers also need to think about what makes people want to come into stores - to try on and test things, but also, human contact and interaction - and then ensure they can deliver on that. We have noticed that a lot of retailers have started pulling back on their store experiences by having less staff and also less stock available in stores. This is understandable under the current constraints but it needs to be carefully balanced against customer expectation when they do come into a store - as disappointed customers are less likely to return,” Shaw adds. Speaking about safety and convenience as drivers for customer preferences post-pandemic he says: “The Apparel Digital Maturity Benchmark Report found that shoppers are twice as likely to order online for store pick-up than to make an in-store purchase over the next six months. Retailers need to think about both how they can maximise their margins on store fulfilled orders (by optimising their pick and pack processes, for example) and also about how they can make the most 8
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out of this store traffic with upselling strategies. Our clients report that one in five customers who come to collect an order pick up something else in the store. There will be ways to build on this to increase store sales.” Whilst Martin Taylor, deputy CEO and cofounder at Content Guru says: “What is clear is that retailers will be operating in a tough environment for the foreseeable future, with consumer confidence dented significantly by worries about job security, and in many cases actual unemployment. The most successful retailers will be those who offer not just the safest shopping experience, but the best customer service. “As and when retail reopens, so will the channels through which customers will be communicating with their favourite brands and stores. Let’s not forget the impact that re-opening shops will have on contact centre and engagement hub staff around the UK. Ensuring all channels of communication are open – for enquiries or to return items – will be crucial to managing the increased flow of customers venturing out into physical stores,” Taylor points out. He continues, “As the demand for customer service increases, retailers will need to think about the kind of contact centre environment they are providing and how they are protecting their employees. Proper social distancing in a physical shop is difficult – in a traditional contact centre it is nearly impossible. Many organisations are being forced to operate reduced capacity customer service models. Retailers would be wise to consider adopting cloud technology for their contact centres, to enable agents to work and transact, effectively and compliantly, from home.”
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24/11/2020 11:58