One existing problem with retail is the last 5, 10 - even 20 years of legacy systems - out of date PIMs, multiple disconnected CRMs, PoS systems that barely get a postcode as well as a payment - and in-store tech that is in itself a silo - to even consider a world where the tech is all interconnected, harmoniously chattering, serving up exactly what the customer wants exactly when the customer wants it is a fallacy.  But we should take a lesson from only the last few years - the move to modular architectures in the Web World - I won't mention the MACH Alliance here, but I just did. The same will be and is becoming, for the rest of the retail tech.

Too negative? You’re right… Let's think of that journey but with a more positive lens, shall we?

So you are keen to invest team time, effort and maybe a little cash into the project “Keep an eye on the future” [notice conspicuously absent “innovation”]. Instead of looking out for tech that piques your interest (you keep these in your own list), you are on the hunt for a collection of tools and services that ladder up to your expectation of what your customer experience might be in the future.

So how do we get there, and what do you need to do today to remain relevant and at the front of the changes? Many innovators are just great combinations of existing inventions. Retail businesses should think the same.

Building a completely connected experience isn't easy; take a look at this outline to showcase the complexity (see adjacent diagram).

To move to a more future-focused way of thinking:

1. Start solving problems and creating solutions that serve a future where the interfaces will change, but the data types won't.
2. Stop trying to connect your data platforms 1 to 1 or in silos - start looking at your entire data set as a mechanism to serve the customer experience - as one - and of the moment.
3. To test 1 and 2 - Experiment often with creative technology solutions that solve the problem today AND could be envisaged in the future - then Validate first to ensure an ROI - however, understand if a solution isn’t right for today, it may be right tomorrow, so take the learnings.
4. Be authentic to your brand; yes, we all love Apple and Patagonia, but don’t try to be them; create connected experiences that match your brand and what you want to stand for.
5. Trust your consumers, they will lead you to what works and what doesn’t. Focus groups are great - but better to create channels with more open dialogue for constant learning and collaboration.
6. Align all of your departments, whatever experiment you take, and whichever department leads this, ensure that whatever the output, there is a connection back to your data system.

Let’s close it off with why OutcomePath. The above is the exact reason we founded this business. We move past the lists, the siloes and the long drawn-out navel gazing - We work with you to understand the art of the possible, the trends, the services and, of course, the tech - we think creatively about how to approach each new idea as a tested and validated proof of concept and help you on a journey of continual growth and excitement for what might be!