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Reply [MTA, STAR: REY] specialises in the design and implementation of solutions based on new communication channels and digital media. Through its network of specialist companies, Reply supports some of Europe’s leading industrial groups in Telco & Media, Industry & Services, Banks & Insurance, and Public Administration to define and develop business models, suited to the new paradigms of Big Data, Cloud Computing, Digital Media and the Internet of Things. Reply services include: Consulting, System Integration and Digital Services.
Over the past few years most retailers have added an ecommerce web site to supplement store and call centre sales. In many instances, new mobile apps or mobile web site have added further channels, and many are looking at how they can exploit new technologies such as wearables. However, the ever increasing ways to shop with a retailer has resulted in an inconsistent user experience where the quality of service can differ depending on what channel is used.
Our view is it’s no longer about the channel, it’s about the ‘conversation’ and the dialogue that a customer has their personal network and the retailer in the run up to a purchase and beyond.
Customer expectations have shifted and they now expect the same quality service wherever they choose to engage with the retailer; regardless of channel and supported by technology:
A SIMPLE PROPOSITION. Retailers have inadvertently created complex and artificial boundaries through the nature of their internal operations.
PERSONAL SERVICE. Proximity Commerce supports the new world of retail by enabling retailers to utilise the best of technology to recreate the level of personal customer interaction commonplace in the 1950s. Back then, customers’ personal tastes and sizing were known by their tailor and they received genuine personal service.
ADDED BENEFITS OF BELONGING WITHOUT INTRUSION. People like to be a member of something if it has a heightened status with their peers and offers extra benefits. Customers who become a member are more loyal and will have more meaningful conversations.
SERVICE ON THE CUSTOMERS’ TERMS. Customers are beginning to drive the service they want, the provenance they expect, the products they like and how they want to engage. Customers don’t want a card on the mat saying ‘You were out’, they want same day delivery or a convenient collection point.
Reply believes that, to create a really compelling Proximity Commerce solution, retailers must lay the foundations of Proximity Commerce within their IT infrastructure, taking an end-to-end approach. Having an architecture that understands data, enables integration and embraces change is the route to engaging the customer; to have a meaningful and lasting conversation.
Integration Excellence is an absolute necessity if retailers are to make the conversation engaging and lasting. Integration is not just the passing of information from one application to another, it is ensuring the end to end service is operational and will meet the customer demand. And finally, for Proximity Commerce solutions to remain engaging, we must innovate. Our design of mobile user interfaces, our solutions for Proximity Marketing and our live Mobile payment solutions might be innovative today, but it won’t be long until they are commonplace. Innovation is at the core of Reply, and we bring that innovation to Proximity Commerce.
To lay the foundations of Proximity Commerce and add the latest innovation to engage our customers, to have a meaningful and lasting conversation, we create an architecture that understands data, enables integration, and embraces change.
To find out more, please download the Proximity Commerce brochure