Customer experience is where the omni-channel challenge is won or lost
The biggest challenge on the mind of grocers and supermarket retailers across the Asia Pacific region today is how to successfully build and operate an omni-channel that will win over current and potential customers. The omni-channel opens up many grocery shopping choices for consumers such as the ability to order online and have products delivered to their home, work or in store for pick-up. While it is essential that food retailers offer a wide range of options as part of their omni-channel strategy in order to cater to a range of different customer shopping styles, it is also vital that all shopping channels operate seamlessly to offer the same level of customer satisfaction across the board.
With Asia’s middle class experiencing huge growth we can expect consumer demands for the best possible omni-channel customer experience to increase. This expanding Asian middle class and their corresponding rising consumer buying power is already leading to calls for a wider array of food products to choose from, including high end goods previously not sought after in this market.
The omni-channel trend
The omni-channel business model has reached a tipping point in the Asia Pacific region and grocers and supermarket retailers are increasingly aware they need to get their strategies right and make sure individual business silos work together to offer a seamless customer experience across all their channels.
The omni-channel strategy requires technology designed to grow revenue and solutions that integrate brick and mortar grocery stores with e-commerce, provide greater mobility and data visibility, and overall improve the customer experience. It’s all about creating the perfect customer experience, building a loyal customer base, and growing a more profitable business.
Connecting with the mobile shopper
In-store order fulfilment
Big changes for the DC and delivery
The omni-channel is driving a change in grocery warehouses as higher customer expectations around faster delivery and order tracking at every point in the supply chain lead to higher throughput requirements. DCs have to now combine the traditional direct supermarket delivery with consumer direct grocery order shipping. Technologies such as mobile computers, scanners and voice help to increase efficiency, productivity and accuracy of receiving, picking and putaway in the DC.
Delivery services are also feeling the pressure to get the right food products to the right customer in the right amount of time and in the right condition. Consumer expectations around delivery times also continue to shrink. Mobile computers help delivery operators to track and trace deliveries, plan routes and record proof of delivery. Technologies that increase the accuracy of orders also ensure grocery retailers avoid costly and reputation damaging reverse logistics caused by errors in order fulfilment.
As the food and beverage industry becomes more globally connected via multinational retailers, consumer demand and government regulations are driving the need for traceability of food products from point of harvest to point of sale. In fact, this is already the trend amongst some large US retailers, who have already rolled out the Produce Traceability Initiative (PTI) standard labels for their suppliers. We can also expect to see this trend to also flow on to the Asia Pacific region.
Supermarket retailers who have comprehensive traceability throughout their supply chain, capable of meeting local and international standards with technologies that facilitate real-time information such as 2D barcodes and smart labelling or RFID, will be ready for the introduction of traceability standards.
Winning over customers at the check-out
Elevating the customer experience
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