how to put the customer first with a service oriented retail strategy

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From Product to Service: Putting the customer first with a service-oriented retail strategy


Today’s Presenter

Geoff NairnEnterprise Solutions Specialist@ Openbravo


Today’s presentation will be available for download at: www.openbravo.com/retailers/resources/webinars

For additional resources on our retail solutions, please visit: www.openbravo.com/retailers/resources/

Have a question? Click on the Question tab.Q&A will be at the end of today’s presentation.

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The Importance of Services

Services allow retailers to stand out from their competitors and fulfill customer needs more thoroughly than by offering products alone, thereby providing additional customer value.


The Risks with low Prices

Difficult to sustain so credibility suffers Low prices associated with low qualityCustomer service suffers

“Consumers may be sensitive about price, but no retailer, not even the lowest-priced retailer, can win on price forever.”RSR Research


How Services Create an Advantage

Differentiation strategyEasy way to innovateDifficult to imitateDivert attention from priceGather information on customersBuild stronger customer relationships


The Three Facets of Service Orientation

1. The number of services offered 2. How many customers these

services are offered to (broadness)

3. How strongly they are emphasized


Product-related Services

• Information on merchandise• Advice on merchandise usage

and maintenance• Information desk• Visits to the customer's home to

provide information• Invitation to special events • Extended guarantee/ warranty

on merchandise• Flexible returns policy for

merchandise• Merchandise repair• Merchandise alteration/

adjustment• Home delivery of merchandise

• Home pickup for repair/maintenance

• Merchandise installation/assembly

• Order by internet • Payment by credit/debit cards• Availability of credit• Child care• Discounted/free parking• Extended store operating hours• Free beverages during the sales

process• Layaway of merchandise• Gift certificates


Services Diversification15% of Halfords’ revenues now generated by its auto services business


Role of Services in Retail Transformation

New and enhanced customer experiences to support lifestyle choicesStores needs to become more service-oriented venuesNew business models, products, services, channels, processes and ecosystems


POS wish list for Digital Business

Operate natively in an omnichannel environment

Deliver new functionality in a flexible and agile manner

Integrated with cross-channel order management

Optimized for the convergence of new technologies

Integrates into wider business ecosystem


The Evolution of POS

Source: Gartner


Tight Integration with Order Management

POS design must allow for efficient handling of different types of orders:1. Real-time orders that are fulfilled instantly2. Orders requiring deferred fulfillment3. Return orders


Mobile POS needs to offer full POS capability on a mobile form factorUser interface must be optimized for the needs of mobile users

Mobile POS Comes of age


What Retailers want from Cloud

A mix-and-match approach to implementing servicesFlexibility when it comes to architectures

Choice of delivery modelsSupport for highly available, resilient and scalable applications


The aim for retailers in a services-oriented future is to understand how customers live and offer customer relevant experiences that enhance their lifestyles.POS must have access to real-time contextual information about customers obtained from “social listening”, and interact directly with them through social media.

POS in a Social World


How to sell Services Using Openbravo


Key TakeawaysServices let retailers stand out from their

competitors and fulfill customer needs more thoroughly than by offering products alone.

Services create additional value and also build customer loyalty.

POS will play a pivotal role in helping retailers make their stores more service-oriented and support digital business transformation.

A flexible and modular POS makes it easier for retailers to introduce new services and embrace mobile POS, Cloud and other new technologies.


Questions and Comments?

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