Quarter of retailers say tech investment makes it harder to connect with consumers

Quarter of retailers say tech investment makes it harder to connect with consumers 1 / 4 of shops are upset by their return on funding in expertise, claiming it has put a barrier between them and their prospects, in accordance with the analysis.

that 25% of shops weren’t impressed by the return on their funding in applied sciences and mentioned it had made it laborious to attach with prospects face-to-face – which is regarding when customers are more and more demanding a personalized expertise from retailers throughout all channels.

Only half of the retailers surveyed claimed to have a digital technique outlining how they deliberate to implement applied sciences sooner or later, mentioned Fujitsu.

Rupal Karia, managing director of Fujitsu UK & Ireland’s industrial sector, mentioned retailers couldn’t proceed to “bury their heads in the sand” in relation to expertise transformation, which is able to proceed to shift the retail sector panorama.

Personalisation has turn out to be a scorching subject within the retail area, as elevated information assortment and evaluation assist retailers to supply customers the service and expertise they need.

But retailers are nonetheless centered on footfall moderately than different methods shops can cater to customers and slot in with fashionable procuring habits, mentioned Karia.

“There is a clear disconnect between how retailers view themselves in this wave of technological change we undergoing right now,” he mentioned. “Instead of focusing on how technology can improve their offering and loyalty among their customers, many are focused on the increased competition and the disruption to their sector.”

According to the survey, of the retailers who’ve carried out expertise, 35% mentioned it had elevated their productiveness and 37% mentioned operational effectivity had improved.

More than 40% mentioned adopting new applied sciences had led to enterprise progress, however many retailers are nonetheless lagging behind shopper expectations, mentioned Fujitsu.

As smartphones give customers instant entry to info and the power to buy wherever, retailers are having to supply an more and more omni-channel service that reaches customers throughout on-line, cellular and in-store. According to the survey, 70% of customers suppose expertise has “dramatically transformed” the retail sector and 45% say it makes accessing services extra handy.

Almost half of the UK customers surveyed mentioned they thought augmented actuality (AR) would have a constructive affect on retail, and 22% mentioned digital actuality (VR) would do the identical.

Some retailers have begun to consider implementing these applied sciences. For instance, Just Eat has developed a demo AR menu that customers might use to view what their order would seem like earlier than they ordered it, and throughout the Co-op Supermarket of the Future showcase on the 2015 World Expo, Xbox Kinect cameras had been used to supply customers with details about merchandise as they walked round a retailer.

But 73% of the retailers in Fujitsu’s research had no plans to implement VR expertise over the subsequent 12 months, and 72% had no plans to implement synthetic intelligence (AI), regardless of 36% of customers saying they’d be completely satisfied to be served by a robotic.

Karia mentioned: “Consumers have a clear appetite for technology and innovation and are ready and wanting more. When it comes to retail, consumers already say they would be happy to be served by a robot in a supermarket or to have an automated machine deliver their goods. This presents an exciting opportunity for retailers, who may have thought such futuristic technologies would have scared customers away, when actually it will entice consumers towards them more.”

Retailers ought to guarantee they’ve an “agile vision and strategy” in place to map out expertise adoption throughout their enterprise and make adjustments based mostly on the instructions during which customers push the market, mentioned Karia.

Some retailers are combating accelerated expertise adoption due to their monolithic legacy methods that are laborious to alter, however others are tackling this downside by pairing with startups to check and implement new concepts shortly.

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