I happened to pause last week at a pile of newspapers in my father’s house in Atlanta.
The reason: A feature article about Cisco on the front page of the March 25th business section of the Journal-Constitution.
The article was interesting. But best of all, it jumped from the front page to the inside pages of the section… which is why, on page D2, I stumbled across one of the best, common sense advisory articles on retail technology I’ve read in a long time.
My colleagues Jon Stine and Lisa Fretwell with Cisco IBSG recently published research about consumers that are constantly channel hopping in their shopping journey. We all have personal experiences shopping on the web, in the store and on mobile devices.
I recently in the middle of a conversation during lunch, made a reservation on Open Table app, purchased a case for my phone on amazon app and bought a music album on iTunes (Doctor Who Series 6), and pulled up directions to the local home improvement store, all in 10 minutes. Obviously the consumer trend is shopping across multiple channels, and some retailers are succeeding in this new world, and some are not.
I sat down with Brian Kilcourse, managing partner of Retail Systems Research and this was one of the topics we talked about.
Traditionally, customer satisfaction is driven by product availability and the ability of the staff to assist the shopper and complete the transaction. This model today is being broken by the modern consumer who is playing by different rules.
Ever had a customer who hesitates to buy a dress because she worries she’ll never find the right accessories to tie the look together? Or because she’s just not sure it’ll pass the boyfriend test? Too often such customers leave empty-handed, promising to come back with the man and/or potential shoes and jewelry in tow so she can decide.
Sometimes she comes back. Usually she doesn’t.
That doesn’t have to happen anymore, and retailers have technology to thank for it.
We are excited to showcase our latest retail video case study with Sport Chalet, a chain of 54 stores in four western states. California, Nevada, Arizona, Utah, plus an online store, www.sportchalet.com.
In this video Craig Levra, Chairman and CEO and Ted Jackson, Vice President of information technology and CIO of Sport Chalet discusses the importance of customer experience to Sport Chalet. The video overviews how technology is an enabler to help their current and future business needs.
With their partnership with Cisco, Sport Chalet leverages technologies such as the network, data center and collaboration at headquarters and the stores to help run their business faster, enable their employees to put customers first and drive growth for the business.