Retailers urged to embrace new technologies
19.01.2004 - CCL News

Retailers must look beyond legacy systems and point of sale upgrades and invest in innovative technologies such as radio frequency identification and self-service checkouts to sustain competitive advantage.

Technology has become a major differentiator for retailers, which have traditionally focused on store upgrades, pricing, product ranges and improved sales staff to beat competitors.

Carefully targeted technology can not only improve these areas but will, for the first time, also improve customer service through devices such as self-service checkouts.

Consumers are now willing to interface with technology to improve their in-store experience. Implementing technologies like self-checkout and kiosks allows customers to have a hand in addressing their biggest service issues. Wireless devices that help staff serve customers on the sales floor are critical as well.

The four essential areas for retailers to invest in over the next five to 10 years:
Store execution technologies such as self-service checkouts;
RFID;
Analytics and optimisation software;
Customer relationship management at a store level.