Retail Week Indicator 2018: Schuh's tech-laden store simplifies shopping

In-store it achieves this by using tech to simplify shopping, making it as quick and seamless as possible.

The retailer opened its first technology-oriented store in Bluewater in 2015, which features kiosks showing real-time stock availability and screens displaying its website and social media feeds in a bid to link its various channels in the customer’s mind.

Schuh intends to roll out elements of the shop across its 115-strong estate over the next five years.

This year, the footwear specialist began partnering with technology and music provider Startle to introduce more tailored music and digital signage, which will display offers, across its entire store estate to try to increase dwell time and average customer spend.

The death of the cash desk

Aside from its digital kiosks and signage, Schuh rolled out mobile payment technology across its entire store estate during 2015 and 2016.

Staff have been given Apple devices, which run a payment app built in-house, allowing them to take payment for shoes without the shopper having to go to the till. The system reduced the time it takes to make a card transaction from 145 seconds to 45 seconds.

The device’s scanners can also be used to request shoes in the right size and colour from the stock room – a process that can take as little as 30 seconds.

Schuh also offers e-receipts, which enables more data collection in-store and brings it closer to a single view of the customer.

The retailer’s latest store fit design does not include a cash desk. This allows store assistants to spend their time on the shop floor, which is crucial in a service-heavy sector such as footwear, where customers need more attention than in the average retail store.

Store staff can focus on answering queries, fetching customers’ shoes and taking their payments all in one area as well as giving customers e-receipts. This solution also frees up selling and display space and ensures a seamless and speedy customer journey.

Schuh is currently focused on further improving its staffing model to make sure it is as efficient as possible. Customer experience and ecommerce director Sean McKee says Schuh wants to use predictive technology to manage the way stores are staffed.

Real-time stock information

Schuh has a sophisticated stock management system, which gives it a real-time view of its stock across stores and distribution centres. This means it can easily fulfil click-and-collect orders and reallocate stock to stores when needed.

The next step for Schuh is to allow customers to use their own technology in stores to check stock levels at a certain store through the mobile website. Wi-Fi has been rolled out across the estate to support this.

This technology-laden store has created a fast, easy shopping experience, which appeals to time-poor customers.