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numero
Consumers are evolving, retailers must adapt or die Customer service champion and numero CEO, Guy Colclough, highlights some remarkable innovations changing the face of retailing for good. onsumers love technology. Anyone in any
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that make their life easier. We know this from first-hand
doubt should check the plethora of recently
experience seeing the amazing reaction to things like our text &
published research from a host of respected
reserve functionality (first developed in 2006), our iPhone
bodies. Ofcom, the independent regulator for the UK
applications that streamline customer returns processes and an
communications industries, captured the mood of the
array of new mobile shopping applications. So, for ambitious
nation when it found that on average people spend
retailers it’s not a case of how to meet the new communication
half their waking life using media and communications
demands of consumers but how quickly they can take advantage
(see table 1). ForeSee Results, in their Report on
of the new opportunities given the specific needs and
Mobile Shopping (UK Edition) covering the behaviour of nearly
preferences of their customer segments.
10,000 people, found that a third of consumers have shopped by mobile and a third more plan to do so (see table 2). And
One size doesn’t fit all
Josh Bernhoff, senior vice president idea development at
Despite Apple recently reporting a staggering 86 per cent
Forrester, charts the rise of the digitally empowered consumer,
year-on-year increase in sales of its trendsetting iPhone and
concluding that:
Nokia signalling the importance of smartphones with news of
“The spread of smart mobile devices means that people now
its groundbreaking tie-up with Microsoft; consumers remain
have access to those connections wherever they are, not just
individuals with specific preferences. And so, even with everyone
when they are at a computer. The availability of cloud services
embracing technology, people choose to communicate in
can tell you in an instant what your house is worth or whether
different ways and at different times. Rather than establish a
the restaurant you are about to go into is any good. And then
single platform for communication, technology has created a
video creates a new dimension. The combination of all of those
multi-channel society in which people can do what they like,
technologies means that the consumer who wants satisfaction
when the like. Enforcing a contact strategy based on telephony
is now in a position to have a lot more power than they have
alone is simply not good enough anymore.
ever had before.”
numero research into consumer behaviour has identified a number of consumer segments, each with very distinctive
Table 1: Key Ofcom findings about technology use in the UK
attitudes and preferences in relation to communication. I believe
• Consumers spend 7 hours a day watching TV, surfing the web and using mobiles
that all retailers need to understand the needs of individuals
• Consumers often multi-task using several devices at once
and adapt their customer service approaches accordingly. A one
• Mobile internet & smartphones are the key drivers in multichannel comms
size fits all approach is no longer acceptable to consumers as
• 13.5 million people surf the web on mobiles, 3 times the 2008 figure
smarter organisations deliver bespoke and personalised services.
• 25% of time online is now spent on social media including Facebook
The research, which is available in a free report from
• Internet penetration is now 73% in the UK
www.thisisnumero.com, includes more on the consumer
• Silver surfers are part of a growing population of social media fans
segments shown in table three. The scenario creates a real issue for retailers faced with
In fact, hardly a day goes by without further anecdotal or factual evidence confirming that the information age has taken
the need to support multiple consumer types, via multiple communication channels, while looking after business as usual.
a grip of the population. A trend we continually respond to at numero with the ongoing development of our software
The strongest survive
platform for retailers.
numero has the good fortune to work with many leading lights in the retail world, including Tesco, Argos, GAME, Matalan,
What consumers want
Lakeland, JD Williams, Selfridges & Co, Homebase, Dixons, Yodel,
Technology-savvy consumers are real advocates of innovations
Ideal Shopping, FGH and Express Gifts. We’re fascinated to see
04 RS February - March 2011