Retailers target improved customer engagement

Enhancing the customer experience in-store by improving

engagement and offering a more tailored proposition to each shopper is the target for retailers around the globe as the store fights to boost its relevance in a multi-channel environment.

Speaking at Wincor World 2012 in Germany this week John Osborne, general manager for research and development at US-based Kroger, stated: "We want customers to be able to build their shopping list at home and to then come into store and have an independent experience. I need to be able to walk into a store with my mobile device and get a unique experience."

For this to work he says Kroger needs to know its shoppers' history and what they like - which is possible through its use of insight specialists Dunnhumby - and to then use this to "make sure we're providing a service that they then see as a benefit". Osborne says this requires a common network and service, and is device independent.

Richard Feest, Head of IT at Anglia Co-operative, who says: "Customers need to feel valued. We've got to make it easy for them to interact with us. For every toughpoint I need the data back to see what they've purchased, when they purchased...so we can upsell. The more information we have about our customers, and use technology to interact with them to get more data in, then we can work out the best way to engage with them."

He suggests this is the only way to counter the toughest thing in the market at the moment - the myriad offers and promotions from rival retailers.

For more on the subject, visit the Retail Bulletin's 4th Multichannel Retailing Summit, 6th February 2013.The theme of the day is: "Connecting everything in the new omni-channel world retailing environment: 360° loyalty solutions to maximise sales effectiveness at every customer touchpoint".