The future is self service - or is it?

  • Print
  • Share
  • Comment
  • Save

co-op self service

The future is self service

Sir, The Fourth Industrial Revolution is already impacting retail. As physical, digital and biological technologies become entwined, we are witnessing a huge change in how retailers operate and consumers shop. We are already witnessing this change in action, most notably in the form of self-service machines in supermarkets and other retailers.

As tech giants step into physical retail, this shift will happen quicker than first thought. Retailers must invest in digital transformation to thrive, which is why flexible ‘device-as-a-service’ models are so popular. These eliminate financial (and usually logistical) constraints on retailers through subscription payments, allowing them to implement digital technology as quickly as possible.

Mark Kelly, sales director - retail, hospitality & supply chain, Econocom UK & IRL



…or is it checkout staff?

Sir, Sir Ken Morrison said he would rather appoint more checkout operators than appoint another board member. Retail executives may wish to apply his common sense. People would rather have more checkout operators and more staff looking after shelves than these self-service checkouts or company committees. More employment means more money circulating in retail. Paying people on the dole is a waste of scarce resource. Let’s employ them in retail.

John Barstow, member, Usdaw executive council



Clicks are a flawed guide

Sir, Since the dawn of digital, we’ve marvelled at the ability to measure campaign performance based on clicks. Great CTR? Great campaign. Except it’s not really true, and deep down we all know it.

We conducted a study of 60 UK fmcg and GM digital ad campaigns over a 12-month period and found no evidence that click-through is in any way related to sales performance for display. Many campaigns were successful, with the key drivers of performance identified as relevant target audiences, tailored, simple creative messaging, and the right frequency of exposure.

Good marketing leads to high-performing campaigns - and the right approach to measurement brings this to light. Concentrating on clicks does not. At best, you’re having no tangible impact on your digital media performance and could be promoting bad campaigns at the expense of good ones due to a flawed measure.

Tom Langley, head of media propositions, Dunnhumby

Have your say

Sign up to a Free 30 day Gold Membership Trial

  • Claim your free trial >>
  • You will be able to:

    - Comment on your industry
    - Read the latest category information
    - Find out more on consumer behaviours to technological advances

    You must sign in to make a comment

    • Print
    • Share
    • Comment
    • Save

    Grocer jobs Experts in FMCG

    Refresco New Business Manager - Commercial

    New Business Manager - Commercial - Refresco

    Circa £40,000 per annum + benefits
    Search jobs
    Sign in

    Newsletter Sign-up

    Free

    I wish to receive the following newsletters:

    For Members

    Become a Gold Member to receive these newsletters:

    Become a Platinum Member to receive these newsletters:

    Become a member of The Grocer

    Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.

    FOLLOW THE GROCER

    -

     
    Yes!I want to read more     CLAIM FREE TRIAL NOW
     
    Sign up to a 30 day free trial
    CLAIM FREE TRIAL NOW