Mini-Series Part 3: Enhancing the Customer Experience with Technology

Mini-Series Part 3: Enhancing the Customer Experience with Technology

17th August 2015

Previously we outlined the need for a strong Order Management System at the heart of the Omni-Channel efforts which allows retailers to see customers, not channels. In today’s summary we’ll look at some successful Omni-Channel implementations and other technological components that played a key role.

International fashion retailer L.K. Bennett, with 120 plus locations worldwide, have made a concerted effort to become more customer centric by way of “an integrated operation in which our customers can transact with us in a way they want,” notes Kate Smyth, Director of Ecommerce. L.K. Bennett recognized the need to enable their customers with the technology to “purchase in a store, purchase online within the store for out of stock items, or purchase online via mobile store app.”  This will also enable capabilities for store pickup, “click and collect” as well as returns, granting every opportunity to meet customer demand. Kate acknowledged the value of strong Order Management and Warehouse Management Systems are “a key part of these developments.”

Also benefiting from omni-channel efforts is half century old Soletrader. With 52 stores throughout the UK, Soletrader relies on modern technology to meet their omni-channel goals. ‘The ability to sell across multiple channels is a must in the current online environment. By using solutions built by MNP we’ve been able to do this with a fast moving, and buffer-free, single stock holding’, says Soletrader’s Ecommerce Manager, Will Foster. 

Utilizing store front applications that have real-time access to back-end order management data allows for exceptional customer service levels. Having access to this data via tablets allows progressive retailers such as Soletrader and L.K. Bennett to work with customers away from typical POS registers in a mobile fashion. Personalizing the shopping experience on the customer’s terms. Having access to inventory across all locations helps insure a sale is never lost. This real-time data enabled technology easily accommodates the needs for store pick up and return to store. Enabling customer centric staff with the technical tools to meet current demands further yields happy shoppers.

Stores like L.K. Bennett, Soletrader, and other Omni-Channel retailers now have a distinct advantage with their integrated technologies. As we’ll explore in our final piece of the mini-series, real-time data is only as valuable as it is acted upon.

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Soletrader

Soletrader

E Commerce Manager

Will Foster

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Lakeland

Lakeland

Chairman

Sam Rayner

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Force 4 Chandlery

Force 4 Chandlery

Director

Lawrence Parr

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L K Bennett

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E Commerce Director

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Lakeland

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Chairman

Sam Rayner

“During the testing phase, our system reduced average order taking time by about 20%. It also reduced the system training ...

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Robin Horsell

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Strategy & Operations Director

Geoff van Sonsbeek

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