Interactive Customer Experience (ICX) Summit
ICX Summit: CX leaders offer up retail customer experience predictions
Top retail and brand leaders will share executive predictions when it comes to improving the customer experience at the upcoming ICX Summit happening Sept. 9-11 in Charlotte, North Carolina.
August 8, 2024 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
In early 2024 RetailCustomerExperience.com polled a slew of customer experience leaders on CX predictions and AI led the list as the top denominator impacting the retail sector this year.
Now just about eight months in, it's clear from the news and articles on retail CX innovation that prediction bore truth but it's not the only technology and innovation taking root. There's the shift toward standardized in-store technology and omnichannel visibility landing high on this year's to-do list as well.
Finding a balance is top of mind
Also top on the list is the fact that the retail consumer is in a state of flux, according to John Lowe, CEO at Jeni's Splendid Ice Creams.
"The consumer appreciates automated ordering. And the customer appreciates a smiling, hard working person providing customer service. Every business — from grocery stores to coffee shops to Chipotle — are trying to find the right balance b/w kiosk ordering and human service," Lowe said in an email interview. "I believe the consumer now welcomes self-ordering far more than most retailers have accepted, and we will see a continued push toward more kiosk ordering, not less. The Japanese Ramen Shop vending machine ordering before the customer walks into the restaurant may be the model we want to gradually move toward."
Finding that level of balance between tech and human service along with the consumer's need for instant gratification, whether through self-order or via a mobile device, is a big challenge for the small to mid-size retailer at this point, according to Billy Thompson, president, RSAI, Kate's Skating Rinks, LLC.
"Being in the entertainment business and also housing a full retail pro shop, the biggest thing that affects us today is the need for instant gratification. Large online depots such as Amazon, Walmart and other retailers have the means and ability to house massive amounts of inventory and get items to customers sometimes on the same day. As a small business that is impossible to compete with," he told RetailCustomerExperience.com in an email interview. "We have to in turn justify what overhead we want to keep, and as prices continue to rise on products, shipping and labor, providing that instant gratification to customers comes at a much higher cost today than it did, even just five years ago. Customers will come into our facility, look at our products that are in stock, and have their phones out to try and shop us right there. Combating that is very difficult but providing the service immediately helps us stay ahead of the game on that."
Executive predictions on CX
Lowe and Thompson are two of four retail leaders participating in a panel talk at the upcoming 2024 ICX Summit being held Sept. 9-11 in Charlotte, North Carolina.
They will be sharing the stage with Erin Cohee, VP of digital customer experience at OneUnited Bank, and Mike Rotondo, CEO of Indoor Active Brands, for the session "CX Roundtable: Executive Predictions." The session will be moderated by Shelly Chandler, senior vice president, customer experience at Wells Fargo.
The CX roundtable talk is one nearly two dozen sessions at the ICX Summit, which is celebrating its eighth year. Early bird registration offers a special discount of $150 if registered by August 9.
The summit, a dual event with the Banking Customer Experience event, brings together B2C brands to learn from industry leaders, network among peers and hear from top innovators when it comes to innovative customer experience. It is hosted by Networld Media Group, a business-to-business media communications company specializing in digital media, associations and events in the mobile, self-service, digital signage, retail, food service and financial services industries.
The panel will focus on predictions and expectations relating to retail CX just as retailers and brands are gearing up for the busiest season of the year — the holiday sales season — and are being challenged every day to meet consumer needs and wants.
It's all about the people
A big element in that quest, according to Lowe, is the human factor.
"Training, retraining, rewarding and holding people accountable is still the answer to 90% of customer experience misses," Lowe said. "Too often brands don't layout clearly and concisely in their staff training exactly what good looks like. I like operators who set out very specific goals: We want every person walking in here to be greeted with menus and a smile within 25 seconds of sitting down. If you don't hit that for some reason, then apologize. And mean it."
Given all the priorities on the CX to-do list, Thompson has one big recommendation for retailers and brands as the second half of 2024 hits.
"I would tell retailers to pick and choose your battles. Find out what products you can get the most return out of and focus on those. Don't get bogged down with specialty items or releases because they will be here and gone sometimes so fast that it's just not worth it," he said. "Finding your niche in any market and perfecting that niche and becoming a destination for that product or service is the best way to maintain above the fray and continue to capitalize in certain markets."
About Judy Mottl
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