Customers today not only want excellent products and services, but they increasingly seek a fulfilling and personal service that is unique to them. They want storytelling. This change does not mark the end of traditional retail – it is the end of retail that has no more meaning, or no more feeling than just the availability of products. We recognise that brick and mortar retail and its habits and attitudes must transform.
Our Group plans to use technology to create a seamless customer experience. We will make use of a customer’s buying history to improve service, suggest preferred brands and remember product sizes. We understand that a hybrid retail model needs to engage with customers seamlessly in digital and physical channels, and that the way to achieve that is to relentlessly collect information that helps us understand customers’ desires and improve their experiences accordingly.
Our hybrid retailing ambitions will have repercussions for our existing network of more than 600 stores. Larger outlets are likely to expand as they focus on storytelling experiences, others will relocate closer to certain communities and some will close.
We recognise that we need to be relevant to the needs and dynamics of the modern consumer which means our current network of stores will need to adapt.
To help our brands, we have put in place a Customer Experience (CX) programme composed of different initiatives that will allow the brand to design their CX Transformation and enable the brand to be truly customer-centric.
The CX programme aims to transform us into a customer-centric Group by delivering against these three areas.
In 2019 the pilot programme will be launched in the UAE and by 2020, we aim deploy the programme in the GCC region.