Page 6 - Logistics News - May 2021
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T H OU GHT L E A D E R SHIP
How technology fuels customer
experience and brand value
By Laurie McGrath, courtesy RFID Journal
Retailers must invest in new technologies to make their supply chains agile, deliver seamless
omnichannel customer experiences, build customer loyalty and stay ahead of the competition.
he fundamental shift in retail toward blended Modern warehouse and production management
digital commerce has created several hurdles for systems for product customisation
Tretailers still clinging to traditional blueprints. Following the rise of individualism, modern
At a time when brand interactions bridge digital and customers now seek customised products that
physical shopping, it is increasingly important for connect directly with their lifestyles. A study by
retailers to leverage technology to improve customer Deloitte revealed that customers are willing to pay
experiences and create value. Here are a few examples 20 percent more than standard equivalents for
of how technology enhances customer experience and customised products. Thanks to modern warehouse
strengthens brand value. and production management systems, retailers can
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