Retail Asia 2018 JunJuly2018 | Page 15

TRENDING

TRENDING

Improving the consumer journey with Storevolution

The digital revolution in retail allows retailers to be more customer-centric and transform their business to stay competitive in the current environment .

Historically , suppliers and vendors in the retail industry have focused on a product-led approach to selling systems , software , and services but that should no longer be the case now , according to Mark S . Brewer , senior vice president and managing director , global retail at Diebold Nixdorf .

“ Now , we have to be solutions sellers . One of the ways we are trying to articulate our vision to our clients is by showing them the transformational capabilities of “ Storevolution ”. This strategy does not solely focus on the technology ; it is morever focusing on the journeys that consumers take .
“ Essentially , we believe while physical and digital retail channels are emerging , all is related to connected commerce , seamless shopping experiences , and how retailers efficiently engage with consumers ,” he said .
Brewer joined Diebold Nixdorf in January this year and he is responsible for leading the company ’ s global retail business and operations — getting the retail store networks future-ready is his mission , including business development , customer relationship management and global sales .
Explaining more about Storevolution , Brewer continued : “ Focusing on consumer journeys is a game changer . Rather than limiting ourselves to technological features , we expand the discussion to business performances , resulting from the interaction between the retailer and consumer , whether that be loyalty , cross-selling or up-selling , online or offline .”
Digital and mobile technologies shifted the power to consumers — now it is on the retailers to identify how to engage most efficiently with shoppers and build up a loyal relationship .
Hence , instead of focusing on systems , software and services , Diebold Nixdorf is now presenting end-to-end solutions by looking at its clients ’ business challenges and how they can be translated into a digitally enabled journey that meets the distinctive needs of their customers .

“ Focusing on consumer journeys is a game changer . It helps retailers to drive innovation and improve consumer experience .”

— Mark S . Brewer , Senior Vice President &
Managing Director , Global Retail ,
Diebold Nixdorf .
Brewer shared that his company ’ s clients are represented in all major segments : in grocery retail , speciality retail , particularly in the apparel segment , as well as in the DIY and homefurnishing market , and in the fuel and convenience business . “ Even though the requirements vary across the different retail segments , all our clients strive for solutions that augment the customer experience . Across our portfolio of point-of-sale ( POS ) systems , self-service terminals , cash management technology , services and software , our customers expect a product that is robust and affordable , they want service that they can rely on , and which is consistent across the globe .”
Diebold Nixdorf ’ s systems can be operated in a multi-vendor environment , that is , clients can keep their existing ecosystem . “ That is important to us and that is why our Vynamic retail software suite has an open application programming interface ( API ) that allows the flexible integration into existing enterprise solutions ,” Brewer said .
Retail shift in Asia
Despite the competitive retail landscape in the region , Brewer observed that the “ impatience level in Asia is much higher compared to other parts of the world ”, as businesses are very eager and look forward to the latest technology in the market .
“ It has been inspiring to come here and see the buying behaviours , which are slightly different than in other parts of the world . And when you look at the technology revolution that is embracing retail in China , it is a trend barometer that indicates what will soon appear in global markets .”
He added that the curiosity factor in Asia is also higher and there is an apparent excitement for technology , combined with readiness to tolerate failures . For example , retailers are open for piloting innovative technology to see if it can move a magnitude shift in relevance to their customers . “ In other countries retailers rely
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