Retail technology always evolves in pursuit of new customers.
The recent launch of Amazon’s new Fire Phone is one such evolution. It is designed specifically for Amazon Prime customers—and those who will join them. The Fire Phone features Firefly, an application that identifies printed web and email addresses, phone numbers, bar codes and other items such as movies, TV shows, music, DVDs, CDs and video games.
Once Firefly recognises any of these items, it quickly accesses product details and other information through the web. Next, it makes the products immediately ready for order and purchase through Amazon. The Firefly application is a kind of wish-granting electronic genie that condenses the entire consumer experience into a lightning-fast process of identify, search, compare and buy.
All you need is Firefly on your Fire Phone, an image, the desire for a product, and the money to buy it. It’s fast, comprehensive and easy. It’s also exactly how Amazon has honed its competitive advantage since its beginning.
Firefly is a key feature that ensures Amazon’s great service is delivered straight to shops. The defining feature, however, is a product-recognition and barcode-scanning function that lets customers identify and price check over 70 million goods — and then order straight from Amazon if it’s cheaper- the chances are, it will be.
Beyond Firefly
It is a scary thought for most brick-and-mortar retailers that a consumer can be in their shop and instantly find the same item they wanted to buy for less, available at the click of a button, and often delivered free through Amazon Prime.
No retailer can afford to lose business like this.
Once again technology has changed the game. Still, the same technology used by Amazon to get the right products to eager customers can support real-world stores too.
Just like Amazon, walk-in shops need to make the customer experience as fast, easy and enjoyable as possible. They’ve got to make the non-virtual shopping and buying experience as seamless and even more appealing than buying online in an instant. To accomplish this requires impeccable customer service along with great products that customers can actually touch and feel before they buy.
Even though the headline here is Amazon’s technology to identify and offer 70 million products in an instant, the story behind the story is automation. Automation gives retailers such as Amazon the impeccable back-office processes for accurate inventory tracking and partner coordination together with fast ordering, purchasing and shipping processes.
If customers are to enjoy a great experience with Amazon’s FireFly, tightly automated processes will be essential- it’s the only way to ensure that valuable data is not lost and that an impeccable service is delivered
Exciting new retail technologies such as Amazon’s phone are all very well and good, but problems arise if they can’t provide the superior service they are promising. For example, in December 2013, Waitrose customers were affected by an IT failure that saw 400 customers left without the shopping that they ordered online. This delivery mishap could have been avoided with tightly automated processes to keep everything running smoothly at the front and back end. Super service and keeping customers happy can only be ensured by collaboration across the business to reduce technical error.
French Connection is an example of a retailer using automation to its advantage. The fashion retailer needed automation services to eliminate risky manual data entry and receive accurate information on margins and stock movements. With complete visibility over stock, there will rarely be situations where customers are viewing out of stock items when they shouldn’t be there. Accurate stock inventory makes for a loyal customer.
Automatic Service
No matter where they sell, all retailers have to be better than ever to deliver a customer experience in line with current consumer expectations. Now the secret is out. Tightly automated processes keep popular items in stock, make customer service glide and help retailers take advantage of trends quickly. Manual inventory and sales analysis lead to slow response times and manual errors—which both cost customers.
With companies like Amazon leading the way, it’s time for all retailers to sharpen their competitive edge and use automated processes to stay in the game–everywhere.
