The Retailer Spring 2018

Click, Collect & Compete: Evolving In-Store Amenities with Retail Technology

Jon Walkington Head of Retail Apex Order Pick-Up Technologies

“new technology is being used to address a retailer’s operational requirements as well as meeting the customer needs.”

WHEN IT COMES TO CLICK AND COLLECT SERVICES, NORTH AMERICAN RETAILERS ARE PLAYING CATCH UP TO THE UK IN MAKING THIS CONVENIENT SERVICE A SEAMLESS EXPERIENCE IN FRONT OF HOUSE AS WELL AS IN BACK OF HOUSE. BUT AS THE CUSTOMER AND THEIR NEEDS CONTINUE TO CHANGE, THE UK IS FOCUSING ON CLICK AND COLLECT’S NEXT EVOLUTION. Forward-thinking retailers are using new technology to improve existing services or to create new ones. All of this activity shares a common trait: new technology is being used to address a retailer’s operational requirements as well as meeting the customer needs. This is leading to a physical-digital integration of retail. And a retailer’s bricks and mortar stores are becoming a much more Considering the entire fulfillment process is helping retailers think creatively about how their stores can work harder. Take click and collect and order fulfillment for example. Traditional package collection and return models are a good start, but a focus on continuous improvement is critical as customer expectations change. Adding returns to the mix acknowledges its critical, and costly role in the shopping experience. Retailers have a financial incentive to improve this traditionally negative process – at their bricks and mortar shops in particular. According to research, returns cost retailers an estimated £60 billion each year. The returns process also has emotional stakes. When a customer returns something, they are unsatisfied. This can make for potentially awkward interactions with store associates. And yet, if click and collect or returns require a customer to queue, the processes can cause more problems than they solve. From existing click and collect programmes to retailers exploring it for the first time, retailers can adopt money saving tech to address these issues. By reimagining bricks and mortar store fronts as streamlined, cost-efficient order fulfillment centers, retailers can optimise the shopping experience to the customer’s and retailer’s benefit. flexible piece of the supply chain. Evolving Store Fulfillment

The Next Level of Customer Convenience and In-Store Fulfillment Making any part of the shopping experience more convenient than before – whether it’s a purchase, a collection, or a return – differentiates retailers from their competition. This is critical as customers are loyal to the retailers who continue to meet their changing needs. By reimagining their stores as streamlined, cost-efficient order fulfillment centers, retailers can optimise the customer experience in a way that benefits their operations. This is certain to benefit the customer and the retailer today and into the future.

Self-Serve Automation Offers a Smart Solution Self-serve, automated lockers can improve inefficient, manual processes including click and collect programmes and returns as well. Once an order is ready, customers are automatically notified by e-mail or text. At their leisure, they visit the store and simply scan a barcode or enter a pick-up code to gain access to the secure compartment holding their purchase. And with rugged, outdoor lockers, retailers can even offer 24/7 collection for the ultimate in collection flexibility. Providing the customer with return options is a simple and straightforward task. It can be included with every purchase, like most any online purchases include a return label. This gives the customer a way to return their purchase in just seconds. Using smart lockers is a simple next step to evolving a store’s amenities that benefits customers and retailers alike. No Store Associate Interaction Required: Customers bypass the friction of queuing in stores, spending seconds, not minutes, getting their purchases and returning unwanted goods. Now customers have more free time to shop. Quicker, More Efficient Processes: Online orders and returns can be processed more quickly, and store associates can focus on more profitable activities, such as assisting sales. This translates into increased productivity and fewer operational cost. Two Services, One Set of Lockers: Using a single set of automated lockers for both services increases the return on investment and takes up less valuable floor space. Stress-Free Returns: Eliminating emotions from the returns process makes it a stress-free experience. A potentially negative experience is now a purchasing opportunity. And store associates aren’t put in a difficult situation, where they must appease a disgruntled customer. Branded Lockers: Easily-branded lockers are easy for customers to find inside or outside the store. The customer is ensured a fast, simple experience while the retailer reinforces a positive brand perception. Data Insights: All of these transaction details can be tracked to help improve the efficiency of a retailer’s fulfillment operations. In-Store Traffic Boost: Research shows this automation drives more in-store foot traffic and encourages impulse purchases. Store sales tend to increase along with customer satisfaction.

JON WALKINGTON // 0800 840 4776 // apexsupplychain.com/gb

retailer

46 | SPRING 2018 |

retailer | SPRING 2018 | 47