Five retail technology questions for Susan Cuffe, Retail Client Services Lead at Slalom
RTIH asks major players in the retail technology space for their thoughts on the sector, and throws in a random question to keep them on their toes. This time around, our five questions go to Susan Cuffe, Retail Client Services Lead at Slalom.
RTIH: Looking at the hottest retail technologies right now, check-out free stores, rapid delivery services, the metaverse and NFTs, automation and robotics, which ones stand out to you, and for what reason?
SC: Automation, robotics, and AI are the standout technologies for me right now.
As costs continue to soar across organisations, automation is critical to driving efficiencies. It also frees up employee time spent on menial tasks and increases time on more transformative efforts. Quite literally helping businesses to do more with less.
Lots of industrial processes and procedures have existed for years and we rely heavily on these, such as airline freight and food services. As AI evolves, we will see robotics grow in customer service and interactions.
Areas such as virtual assistants, information desks, teaching, and even performing surgery. It will have some advantages like enhanced customer experience and demand-flexibility.
But, if the future of jobs with AI and robotics is not addressed now, it will also start to have economic impacts linked to employment.
RTIH: Which retail technology trend is overrated in your opinion?
SC: At the moment, I would say the metaverse and NFTs.
There is evidence in the uptake in certain retailers that it's here to stay. But I feel there are too many fundamental problems to be solved in the short-to-medium term that should be the focus of retailers e.g.
· Process optimisation to remove waste in process rather than reduce headcount.
· Deliver hyper personalisation experiences in all customer interactions to strengthen relationships and drive sales - e.g. clientelling apps, call centres driven by meaningful insights from all data sources.
· An organisation wide loyalty strategy that is not just about increasing transactions but sharing values such as ethics providing a positive experience.
· Reducing churn and the cost of training in a well thought out employment engagement and wellbeing strategy and plan.
RTIH: What are the top five retail tech Twitter/LinkedIn accounts you can’t do without, and why?
SC: The Beauty & Fashion Industry – their content is clear and succinct: managing to convey what you need to know without having to click through to their website. A great customer experience.
The MACH Alliance – coming from a technology background, I love to keep up-to-date with the latest technology trends.
With retailers of all kinds moving to a more scalable and strategic architecture following the MACH principles. This channel keeps me informed on who is transforming and gives lots of first-hand insights from CTOs and CIOs.
Retail Week and Retail Gazette. Always up-to-date commentary on what matters most, and we had a great article published recently.
Slalom – the sheer variety of working in 44 markets around the world means there are a lot of invaluable insights. If I miss anything, I love being reminded through LinkedIn of our amazing client stories and points of view.
Wired – another interesting one for tech commentary – although industry agnostic, there’s always something in there that can inspire retailers.
RTIH: If you could have a dinner party with any five retail pioneers, dead or alive, who would they be and why?
SC: Richard Branson – on his island over dinner. I would love to find out what he would do differently.
John Foley and Hisao Kushi who are co-founders of Peloton. It’s a wonderful set of product offerings, blending exercise and gamification.
My grandad, who died when I was very young. During WW2, he owned a couple of shops.
I would love to talk to him generally, but it would be great to know how he managed rationing, what customer behaviours were like, and get his views on the likes of Black Friday and digital post payment methods such as Klarna Pay.
Sir Alan Sugar – just so he could fire me!
RTIH: Which fictional character would you most like to hang out with?
SC: Danger Mouse - for his inquisitive nature and ability to save Penfold each episode.
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