164 FEATURE Digital solutions and platforms such as Microsoft Cloud for Retail and Dynamics 365 can support retailers with this process by collecting and connecting information from all parts of the business. “To bring the best experience to the customer, retailers must really know their customer, and data platforms like Microsoft Cloud for Retail can serve to aggregate insights,” says Rajagopalan. “From there, analytics can be used to optimise experience and operations whilst additional business applications can improve assortment, service and commerce.” To add further value to the data platform, retailers can use a range of solutions from Microsoft’s partner ecosystem that are tailored towards the specific needs of physical stores, such as shelf analytics, sensors and more. UK retailer Asda, for example, has improved its inventory processes with radio-frequency identification (RFID) technology from Microsoft partner SML. The firm’s solutions, including its RFID tags and Clarity software, helped Asda to increase the availability and stock tracking of its George clothing line, which improved customer satisfaction. “RFID has been the biggest piece of strategic change the George business has seen in the last ten years,” said Kirsty Buxton, senior manager of RFID for George transformation at George Clothing. “This sentiment was echoed across the business with positive feedback from various stakeholders, from store floor employees to executive management, all noting the profound impact of this technology on daily operations. Other Microsoft partners supporting retailers with the digital transformation of in-store experiences include Blue Yonder, which is combining the planogram capabilities on its platform with in-store customer data to help retailers optimise inventory and improve on-shelf inventory accuracy. The platform runs on Microsoft Azure to ensure a seamless connection between data and insights. Furthermore, Xpand (formerly 1MRobotics), is helping retailers deliver autonomous checkout experiences. The virtual store interfaces allow customers to shop and collect their products at one terminal, providing convenience for the shopper and reducing workload for employees. The terminals can also be installed in third-party marketplaces, providing an omnichannel experience and enabling further benefits such as courier delivery services. According to Rajagopalan, one of the advantages of physical storefronts is that they are often more “service-rich” than their online counterparts. However, providing great customer service requires people, time and training, which can be a challenge in a tight labour market. Retailers that have an established data platform with a comprehensive set of sources can harness the power of generative AI to take it to the next level. “Generative AI and chatbots are a great way to level the playing field for all associates and help them provide excellent service,” says Rajagopalan. “If they have a question, they can ask it with natural language and get a response immediately. Likewise, if they spot a problem, they can create a task just by describing it, or if they want to better understand sales performance and root causes, they can just ask the question.” AI is also paving the way for more intelligent technology such as robots that can further alleviate the day-to-day workload for some store employees. Earlier this year, Canadian Tire Corporation collaborated with Microsoft partner Sanctuary Photo: iStock/NicolasMcComber
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