Has digital figured out how to improve high street customer experience? | DMA

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Has digital figured out how to improve high street customer experience?

Time, our most precious commodity. And lunch hour even more so.

So, isn’t it great when brands takes this into consideration and use technology to reduce effort and improve the convenience of the experience rather than just employ it to save costs.

And even rarer when the designers and the technologists work together to enhance the aesthetics and with the perceptions of the brand at the same. This perfect collision of world can deliver a better experience and reaffirm the differentiation of the brand. This drivers a greater ROI from CX than the typical ‘preservation’ approach digital (migrate customer from one costly channel to a less costly channel) often is employed to provide.

With this in mind, here are two examples of much loved high street names leading with a customer experience approach which introduce digital technology into their operational processes across the value chain to add real value to all involved.

McDonalds Faster Food

If your fast food is not delivered fast enough or you find waiting in a queue as time consuming as downloading via a poor internet connection. McDonald’s has begun trialling in store self-order kiosks with speedy contactless payment for time strapped customers at one of its branches in London.mcdonalds

Welcome to Planet Argos

Separately, Argos has made much of its new sleek digital concept stores. Bringing the online experience to the high street with the entire catalogue available to order via an interactive tablet as well as a collection facility. Click the image to link to a YouTube video showcasing the new store in Old Street, London.

argos

In both cases, what works is the simplicity of the approach. Whilst each has clearly been designed to speed up service fulfillment, it’s noticeable that actually having designed the process with the customer at the centre, visitors to the stores can be observed happily interacting with the simple to use technology and in fact spending that extra time to browse, select and even order more.

Posted by Christopher Brooks

taken from http://lexdengroup.wordpress.com/2014/10/14/has-digital-figured-out-how-to-improve-high-street-customer-experience/ (first published 14th October 2014 by Asif Chaudhry, Lexden)

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