DECEMBER 2023retailtechinsights.com8In my opinionIn today's world, delivering excellent customer service is a corporate must, as customers expect brands to deliver personalized experiences tailored to them at each point in the journey. The pace of changing consumer behavior is pushing all of us to rethink how we can interact with our customers. For the fashion retail industry and even more so, the footwear industry, one of the biggest challenges is that "one size does not fit all."With over 74 percent of shoppers purchasing footwear online according to PowerReview's State of Apparel & Footwear Shopping in 2022 and the expected increase in online sales, it goes without saying that the continuous development of our omnichannel is our focus. We are consistently implementing new processes and innovative technologies, such as AI technology, to achieve operational excellence.As part of this omnichannel approach, brick-and-mortar stores remain an essential part of the customer's journey because over 30 percent of customers still feel the need to test out the shoes before purchasing them. Undoubtedly, the inventory at a physical store is limited compared to an e-store, but this issue can be avoided with the Endless Aisle store app. It is a virtual presentation of the products used to complement the physical inventory at the shop. At Bata, this hybrid concept allows us to fulfill our customers' expectations by enabling them to buy a product unavailable in store (size, color, etc.) and have it delivered to their home.All of us can come up with new ideas, but they will only be meaningful if they respond to our customers' needs and if we can measure their satisfaction. Thus, I believe a customer-centric approach is the ideal solution to create a fully integrated, best-in-class shopping experience across all channels, focusing on building a direct relationship with the consumers.This is the approach we are currently taking at Bata to ensure customer satisfaction. With almost 130 years of existence CUSTOMER EXPERIENCE IN THE FOOTWEAR INDUSTRYBy Roger Graell, Chief Digital Officer, Bata Group
< Page 7 | Page 9 >