Uncrowd boss discusses retail technology vendor fails at Shoptalk Europe
Shoptalk Europe 2022 took place in London this week.
Uncrowd Co-founder Richard Hammond, a retail veteran and the author of Friction/reward: Be your Customer’s First Choice, was at the show and has penned a thought provoking article on LinkedIn.
He wrote: “Here’s what we’ve noticed. Too many vendors here expected retailers to care about their solution. Truth is, nobody cares unless vendors, including us, do one important thing. One thing I saw very little of.”
He added: “In these challenging times, we vendors must be outcome focused. We must constantly answer the question - what does our solution do for our customers? And that answer can’t be in vague, broad terms but specifically an answer for each retailer we talk to.”
“An answer for M&S, a different answer for Ahold Delhaize, another for Saturn. What specifically, with worked cases, can we do for this retailer? Targeted and relevant solutions are what the retailers at Shoptalk Europe wanted and they didn't get enough of them.
Hammond noted that every retailer and brand Uncrowd spoke to at Shoptalk Europe was optimistic.
“That's been a big story; there is bravery and a readiness to continue to invest and to keep on with transformation and change.”
“In every meeting we’ve had we've been clear that this combo of tougher times and continued investment calls for doubling down on the tools that get you somewhere profitable; tools that actually deliver stronger trading performance, as well as long-term directional guidance.”
The Uncrowd Relative Attractiveness Platform does this in two ways, Hammond stressed.
Firstly, it identifies the quick wins, the ‘now’ opportunities to take more money off the table.
Secondly, it reveals where best to put those transformation investments. “Ours is a tool that ensures a retailer or brand's next investment is also their next best action.”
Hammond concluded: “We've talked constantly this week about how with challenges around consumer spend and supply chain cost beginning to bite, these rough seas cannot be navigated by relying on inward looking feedback-based CX measurement.”
“A better compass is one that shows the user where the dry land is, where the opportunities and safe harbours are.”
“If your product also does that you're 50% of the way there, the missing piece is to get tailoring and crafting specific retailer by retailer cases. Make prospects care by showing that you do.”
