A lack of physical stores and outlets has seen the retail sector seek out improved technologies to boost their CX offering, a new study has found.
The 2021 Retail Digital Transformation Survey has revealed that better CX solutions is a priority for retailers this year.
Though surprisingly, the figure is down 15% from 2020 when the COVID-19 pandemic took hold.
Robert Brown, digital retail leader at business advisor network BDO said: “Digital should be considered as a key catalyst for success and/or an enabler for capturing new opportunity, reducing costs and creating shareholder, stakeholder and customer value.
“Technology by itself may not always ensure success, and in some cases, may actually hinder the business.
“Yet, at all times, retailers need to be able to answer the ‘why’ behind implementing a specific technology, solutions, product or service,” he said. “Simply put, any successful digital transformation initiative needs to be grounded in a business strategy and a demonstrable outcome for the business.”
Independent marketing research firm Rabin Research Company commissioned the study, which found 85% of retailers are now actively pursuing digital transformation to improve CX.
It also found that 70% of retailers are using mobile apps to improve the online and mobile CX, while in-store analytics is the top digital solution for the in-store customer experience for 68% of respondents.
Driving operational efficiencies across the supply chain is the second highest digital priority for retailers in 2021, behind improving customer experience. As consumers expect seamless omnichannel experiences, data transparency across the supply chain is critical.
To deliver on these demands, retailers are implementing digital solutions that enable better data and connectivity to improve omni-channel logistics.
