Abstract
In today’s day and age, technology is a major game changer in the retail industry. Parallel variables were explored concurrently to establish their simultaneous impact on customer service. The study sought to determine the impact personalized engagement on customers, as well as the impact that efficient stock management software systems on customers using a clothing retailer in Cape Town as a case study. The study also sought to explore the challenges and opportunities that retailers face when they use technology in the customer service delivery process. The methodology used in this study involved a combination of quantitative and qualitative research. The study consisted of 55 respondents specific to the chosen location. Based on the study, retailer’s still face challenges of incorporating technology to improve customer service, on an “Omni-channel” level. Technological advancements would include handheld devices operated by sales assistants and/or customers, acquiring quick and accurate product information; interactive stand-alone digital touch-screen displays allowing customers to access in store and online product and service information; mobile apps and online store fully synchronised with the retailers stock software systems, virtual personalized models and customized online ‘wardrobe’, all connected by intelligent technological in store infrastructure. Retailers have many opportunities in the form of implementing rapidly developing technology throughout physical and online stores to create a hybrid leading retail platform where virtual meets physical shopping, under one roof. The study concludes by recommending that retailers should move off out-dated systems currently employed (i.e. the legacy systems), onto innovative stock software systems. Thus, bringing current inventory software systems up to a level where they are able to interface with technologies mentioned in this study, to improve customer satisfaction. DOI: 10.5901/mjss.2015.v6n1p40
Highlights
The retail industry faces unprecedented challenges as technology advancements continue to accelerate, coupled with the rising expectations of today’s empowered consumer
The researcher sought to establish the impact of personalized engagement with customers and inventory management systems on customer service in the retail industry
Immediate product information can be communicated from sales associates to customers, through devices connected to intelligent technological store infrastructure
Summary
The retail industry faces unprecedented challenges as technology advancements continue to accelerate, coupled with the rising expectations of today’s empowered consumer. Hauss et al (2012) note that investments in technology that is able to mobilize sales associates will greatly improve customer satisfaction. Immediate product information can be communicated from sales associates to customers, through devices connected to intelligent technological store infrastructure. Customers will be able to gather product information via digital touchscreen displays in store, eliminating the need for sales associates. Hauss et al (2012) further mentions how fickle and unpredictable consumers have become, more so with the extensive choice of retailers. Due to these conditions, it became evident to the researcher that development of stock management software systems, in conjunction with the training of sales associates on efficient utility of software, is fundamental to combat customer dissatisfaction and complaints. The researcher hoped to, and has developed intellectual insight on the expectations of customers, the efforts of retailers and reality
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