The impact of personalized engagement with customers and efficient stock management software systems on customer service at a clothing retailer in Cape Town, South Africa

Abstract

In today’s day and age, technology is a major game changer in the retail industry. Parallel variables were explored concurrently to establish their simultaneous impact on customer service. The study sought to determine the impact personalized engagement on customers, as well as the impact that efficient stock management software systems on customers using a clothing retailer in Cape Town as a case study. The study also sought to explore the challenges and opportunities that retailers face when they use technology in the customer service delivery process. The methodology used in this study involved a combination of quantitative and qualitative research. The study consisted of 55 respondents specific to the chosen location. Based on the study, retailer’s still face challenges of incorporating technology to improve customer service, on an “Omnichannel” level. Technological advancements would include handheld devices operated by sales assistants and/or customers, acquiring quick and accurate product information; interactive stand-alone digital touch-screen displays allowing customers to access in store and online product and service information; mobile apps and online store fully synchronised with the retailers stock software systems, virtual personalized models and customized online ‘wardrobe’, all connected by intelligent technological in store infrastructure. Retailers have many opportunities in the form of implementing rapidly developing technology throughout physical and online stores to create a hybrid leading retail platform where virtual meets physical shopping, under one roof. The study concludes by recommending that retailers should move off out-dated systems currently employed (i.e. the legacy systems), onto innovative stock software systems. Thus, bringing current inventory software systems up to a level where they are able to interface with technologies mentioned in this study, to improve customer satisfaction.