In today’s fast-paced and ever-evolving retail landscape, staying agile and innovative is not just an option; it’s a necessity. As technology transforms the retail industry, keeping pace with customer expectations and market trends requires a unique blend of vision, adaptability, and a rock-solid team.
In a recent conversation with a leading retail tech CMO, he shared his insights on bridging the gap between digital and physical experiences while nurturing a workforce prepared for constant change. Elvijs Plugis, CMO of Grozeo UK, provided valuable perspectives on leadership challenges and opportunities to create a seamless customer experience.
The Journey to a Seamless Customer Experience
For Elvijs Plugis, the journey to creating a seamless customer experience starts with understanding and managing each company’s unique customer journey. Loyal customers at the majority of the retail groups make purchases more than 20 times a year, a testament to the company’s commitment to customer satisfaction. According to him, the “secret sauce” lies in experimenting with outreach strategies to acquire more customers digitally and offering them the joy of discovering something new.
Consumer behaviours have evolved in the wake of the pandemic, and companies like Ralph Lauren have had to reevaluate their strategies. Janet Sherlock, Chief Digital and Technology Officer at Ralph Lauren emphasised identifying which pandemic-driven implementations resonated with consumers. Whether it was virtual stores, apps, or in-store pick-up options, Sherlock’s team assessed these measures’ impact on key metrics to maintain customer satisfaction.
One crucial aspect of maintaining a seamless customer experience, as Sherlock pointed out, is a robust infrastructure that is interoperable across all platforms. Every touchpoint should work harmoniously to accommodate customers, from online shopping to managing clientele and accessing wish lists. As Elvis Plugis aptly said, “If you don’t have sound architecture, you’re building on quicksand.”
Building an Agile and Innovative Team
Having the right team is critical in achieving retail innovation and agility. Elvis Plugis emphasised the importance of employees who understand the brand and the technology that drives it. These individuals connect with the company’s mission and vision, making them integral to its success.
Grant Anderson, CIO of Living Spaces Furniture, found a unique approach to building an innovative and adaptable team. He recognised the potential in individuals who had previously worked in the company’s stores and nurtured their growth into higher IT positions. By investing in their development, Anderson created a loyal workforce and a team capable of embracing new challenges and driving innovation.
Navigating New Challenges
In the ever-evolving world of retail technology, anticipating and navigating new challenges is a constant. According to Grant Anderson, one key strategy is to create a clear vision for the future and revisit it annually to accommodate uncertainties. A forward-looking vision helps keep the team aligned with the company’s goals and ensures they are prepared to embrace emerging technologies and trends.
Additionally, assessing the team’s strengths and weaknesses and identifying areas where support is needed for new technology introductions is essential. Technology leaders are pivotal in driving positive results by ensuring their teams have the right skills and resources.
Conclusion
In the dynamic world of retail technology, remaining agile and innovative is a continuous journey. Retail tech executives like Elvijs Plugis provide valuable insights into the challenges and opportunities that come with this journey. Retail leaders can stay ahead of the curve by understanding the unique customer journey, building a robust and interoperable infrastructure, and nurturing an adaptable and innovative team.
Navigating new challenges with a clear vision and assessing team needs for emerging technologies are essential strategies for success. As the retail landscape continues to evolve, these principles will remain at the core of achieving a seamless customer experience and driving growth in the industry.
About Elvijs Plugis
Elvijs Plugis is a Fractional CMO with a global outlook. From CMO for Grozeo UK to Marketing Consultant, he navigates challenges and champions innovation, helping retail businesses thrive in the digital age. He’s not just a marketing pro; he’s also a dedicated member of CFCC and the Latvian Chamber of Commerce, passionate about arts, fashion, and sports.