DECEMBER - JANUARYretailtechinsights.com8IN IN MY OPINIONStaying on Top of Dynamic Changes in Retail LandscapeAn Interview With Scott Ziegler, Retail Director EMEA, Havaianas-AlpargatasA veteran with over 38 years of experience, Scott Ziegler has worked with some of the most iconic brands in the apparel world like VF Corporation, Columbia Sportswear, Adidas and Foot Locker. Presently working with Havaianas', Brazilian flip-flop brand owned by Alpargatas, as Retail Director.In your opinion, how has the Retail Tech landscape evolved over the years? What are some of the advantages of the current technological evolution?The Retail Tech landscape has definitely changed over the years. In the past, the most important focus was speed of transactions and service at the point-of-sale. Today, the focus is not only on speed of transactions and service, but also customer convenience and experience. The advantages of the new technologies include such things as increased assortment for customers to shop (Endless-Aisle), mobile payment options to limit wait time, virtual shopping, seamless/x-channel options such as Click & Collect, Click & Reserve, Ship-from-Store, Drop-Points for E-Com orders, 360 Inventory visibility and Customer Visibility across channels, all which improve customer convenience and experience.What according to you are some of the challenges plaguing the Retail Tech landscape and how can they be effectively mitigated?There are a few challenges and one of the biggest is the "speed of change" that is taking place within this landscape. Just when you think you have determined the needs of your customers and the direction you will take to satisfy those needs, the market/customers demand a new technology or service. This can cause a large amount of changing direction and causing challenges for your entire organization if you continually look to make changes mid-stream.Mitigation involves understanding the options available that make the most sense for your Brand or Business, to offer the best service to your customers and also fit your company's technology infrastructure and direction. The importance of setting the plan based on this criteria and working to perfect the options you choose to offer your customers, to make their shopping experience the best possible, cannot be underestimated.Which are a few technological trends influencing Retail Tech today? What are some of the best practices businesses should adopt today to steer ahead of competitors?The past few years have placed an emphasis on Digital and connecting all channels together to make shopping as simple as possible. Can I buy on-line and pick-up in store? Can I reserve on-line and buy in store? Can I pay in-store "hands free" or via Scott Ziegler
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