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Businesses urged to embrace tech to improve customer experience

Making the customer experience unique will be a key objective for retailers over the coming two years, new research has suggested.

Customer expectation for improved shopping experiences and added value from in-store browsing has meant that many retailers are looking to evolve.

However, two reports released by the Aberdeen Group and sponsored by HP have found that 76 per cent of retailers questioned do not possess the relevant technology for carrying out web, catalog or special orders from in-store.

According to the research, retailers need to make customer-focused store improvements that utilize digital signage, point-of-sale systems and kiosks to improve in-store product information, promotions, sales and service personalization for customers.

It follows news from Forrester Research that 86 per cent of organizations believe improving their customer experience should be a strategic priority in 2011.

"To remain competitive and profitable in today's connected society, retailers must be able to engage with consumers at all points of service throughout the shopping experience with real-time, personalized information," said Ray Carlin, vice-president of retail solutions global business unit at HP.

Posted by Richard JonesADNFCR-2366-ID-800474448-ADNFCR