Advertise with fastmoving.co.za
 
 

The fashion retail landscape must adapt to changing consumer habits.
The fashion retail landscape must adapt to changing consumer habits.

How dynamic pricing and automated inventory impacts customer experience

MARKETING NEWS

By Agata Sadowska - Apr 18th, 11:07

The fashion retail landscape must adapt to changing consumer habits. Technologies which marry the physical stores with digital retail spaces are becoming a default for any successful business in the fashion world. Retailers will succeed if they are able to create and individualise customer journeys which are supported by digital platforms and tools with various touchpoints. 

Perhaps the most glaring difference from the past decade is that operating multiple channels has become the backbone of many fashion retailers’ overarching strategies. The more customer behaviour can be captured and tracked throughout the various channels, the more personalised the journey can become.

Because customers often don’t distinguish between channels, customers expect the same products, prices, services, offers and promotions whether they are online, in store or on their mobiles. It is, therefore vital that fashion retailers ensure their propositions and consumer experiences are consistent across all channels. The challenge here for many fashion retailers is how to ensure this consistency occurs in offline stores.

More and more service providers are basing their business on the dynamic pricing logic, stabilising the demand between the peak times. It will only be a matter of time before customers will start requesting this on a consumer good level as well. The potential is huge, prices can be adapted, dependent on demand, weather, or popularity across social media.

Digital price labelling and price optimisation is one such example. Easily integrating with legacy back-of-house systems and attached to apparel for sale, dynamic price labels allow product prices to be automatically updated. Pricing is consistent, and dynamic pricing – previously the remit of online only – can be enacted in-store, whenever and wherever needed.

There is also a growing awareness that digital solutions can be used to optimise store operations. In particular, fashion retailers are increasingly looking to adopt technologies which can enhance inventory management, accuracy and add traceability. Managing inventory needs to be completed more efficiently, and with better accuracy to maximise revenue and profit. You need to know in real time what you have in stock to be able to sell more. With technological solutions that afford real-time insight into inventory, retailers are able to anticipate these better.

Retailers must look to new sources for innovative answers to win these new challenges. Shopping is like a game – it has to be fun, fast, personalised and never the same.
Copyright © Legend Exhibitions Limited 2017. All rights reserved. 

Read more about: retail | fashion | digital | customer experience

Related News

The Millennial shopping fallacy that impacts CX
23/10/2017 - 14:38
If you were to guess whether Millennials prefer to buy online (on their phones) or in brick-and-mortar stores, what would you guess? No Googling, either.

Pick n Pay online visitors grow
23/10/2017 - 11:22
Visitors to the Pick n Pay Online Web site increased by 32% year on year, according to the retailer's interim results for the 26 weeks ended 27 August 2017.

British fashion returns to growth for the first time since Brexit vote
23/10/2017 - 10:13
The British fashion market has returned to growth after consecutive months of decline dating back to June 2016, at around the time of the Brexit vote.

H&M denies incinerating tonnes of unsold usable clothing
20/10/2017 - 14:13
H&M has been accused of burning tonnes of unsold items every year, flying in the face of its widely-publicised sustainability drive.

Lewis acquires cash furniture retailer for R320m
20/10/2017 - 09:09
Lewis Stores advised shareholders on Thursday that it has acquired the entire issued ordinary share capital and all shareholders’ claims against United Furniture Outlets Proprietary Limited (UFO) for a cash amount of R320m plus any applicable interest.