Canadian Retailer - Summer 2011 - (Page 46)

| CLOSING TIME have your say T oday’s consumer is increasingly looking toward technology to ensure greater ease efficiency and enjoyment with respect to their shopping experience. Canadian Retailer asked industry professionals what their customers want with respect to technology, whether in-store, online or through their mobile device, and what they’re doing to meet their desires and preferences. “Our customers are looking to be supported via all channels, so we’ve put together a mobile strategy that will launch in the fall in the form of a mobile application. The application will position Party Packagers as a party solutions destination and will offer a suite of tools to help bring party ideas to our users and enable a simple check-out process. In addition to the app, we'll begin to solicit opt-ins from our Party Club members and fully integrate their mobile data within our existing CRM platform. With this in place, we should be able to reach customers in a more timely and targeted manner offering incentives based on their needs whilst in the proximity of one of our locations.” Bill Goodwin, President, Party Packagers “Our customers want to be informed about our products and services, both prior to and during their shopping experience. To meet this need, we strive to keep accurate and timely information on our corporate website and Facebook page. We are also in the process of redeveloping our website to enhance the customer experience, and last year replaced all of the equipment in the stores, both at the front cash and in the back offices, to ensure rapid checkout. In addition, we are deploying a demand planning system in our supply chain which will improve the accuracy of our forecasts. And by exploring areas such as online selling and mobile technology we will enhance the overall customer experience.” Laura Eagen, Director, Information Technology, Newfoundland and Labrador Liquor Corporation Meeting your consumer’s technological needs “Our customers are not so much requesting the availability of technology in-store. However, we are using a texting service to provide our customers with directions to our new location. This simple and cost-effective tactic, enabled of course by technology, has worked really well for our customers who have cellphones. It has provided us with a quick and personal method of engaging with our clientele, allowing us to provide them with the directions they need.” Bill Hole, Owner and President, Hole’s Greenhouses and Gardens Ltd. “Customers are taking pictures with multiple devices today, including smartphones, and are requiring Black’s to provide quick and easy ways for them to do more with their photos. Black’s is helping our customers by creating mobile applications for the devices they’re using on the go. Black’s applications allow customers to quickly and easily print on the go as well as upload their photos to our website - - which offers even more options for customers to do things with their prints.” BJ Morden, Director, Information Technology, Black’s Photo Corporation Have Your Say — send your thoughts and opinions on this matter to Your insights may be featured within a future issue of Canadian Retailer, or on our website at 46 | canadian retailer | summer 2011 |

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2011

Canadian Retailer - Summer 2011
Publisher’s Desk
Shop Talk
Mobile Retail
Leadership Series
In Your Best Interest
Sector Spotlight
Retail Innovation
LP Roundtable
LP Technology
PCI Compliance
Technology Leadership
Training and Education
Advertisers’ Index
Have Your Say

Canadian Retailer - Summer 2011