How back end tech can improve customer experience?

Technology’s ability to move the needle in retail is massive, but often, even the largest of brands adopt tech before thinking about how it might actually benefit the business.

Many retailers may focus on showy customer-facing technology, however, CenturyLink EMEA head of retail Melanie Humphries believes there is a bigger opportunity at the back end.

Tech backstage

Asda’s YouTo service increases footfall by allowing shoppers to collect and return parcels from fashion retail partners

“Arguably, when we think retail tech, we think flashy in-store gadgets – they are great, but it’s the tech behind the scenes that can put businesses ahead of the game,” says Humphries.

An example of this Asda, which adopted application hosting, network infrastructure and professional services technology to bolster efficiencies in its warehouses.

This allowed Asda to implement its ‘toyou’ service, which allows customers to collect and return online orders of George clothing – as well as those from third parties including Asos, Missguided and Fat Face – all in an Asda store.

By doing this, Asda enhanced customer experience, built loyalty with customers and increased footfall into its stores.

Seamless integration

Humphries adds: “With the right tech, retailers are able to react quicker than ever before to meet business goals with a number of different tactics.

“The retailer is the middleman between the consumer and supply chain and it’s imperative this middleman creates a seamless integration between the two by having a robust network in place.

“In the race to be the most innovative brand, technology such as smart mirrors, robots and chatbots have got retailers acting like kids in a candy store, but they need to be able to walk before they can run.”

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