This year’s BT for Retail Summit was held in the motorsport-themed Whittlebury Hall, just a champagne cork’s pop from Silverstone. As they pulled in from the high speed High Street chase, what did the nearly 200 delegates get out of this two-day technology pit stop?
It wasn’t a rest, that’s for sure. Two days, packed with retail technology presentations, demonstrations, articulations and explanations. And, just as Formula One winners are decided by the tiniest of margins, everyone attending was making full use of every second at the event to try and gain an advantage when they rejoined the race.
The focus was on the practical, the here and now. So we had BT futurologist Nicola Millard describing herself as a ‘now-ologist’ while unveiling the latest customer loyalty research which highlighted the importance of reducing effort for customers. Then John Ryan, stores editor at Retail Week and Drapers, raced through a whistle stop tour of the best in-store theatre around the world, ending with “I have one second left…”
This ‘every second counts’ approach ran through the whole event. Even in between formal sessions – in the Indianapolis, Hockenheim and Hungoraring suites – retailers were rattling through a room full of technology demonstrations. Clienteling? Check. In-store wi-fi? Check. PayPal integration? Check? Cloud-based infrastructure? Check. Go, go, go!!
Every one of the delegates would have come armed with analysis of how the race had been unfolding and where remedial work was needed – they’d also have predictions of the conditions they’d be likely to face and an interest in what the competition was up to.
But what shone through was the collaborative spirit. The tone was set by our new CEO David Grossman, who kicked everything off by lifting the lid on some of the latest innovations he’d seen after a recent trip to Silicon Valley.
It was an event that was geared up for sharing as retailers got together to discuss experiences, solutions, insights and challenges. So Brown Thomas, Notcutts and Thomas Pink shared centre stage in a presentation on customer loyalty; Claire’s, Jigsaw UK and Jigsaw24 shared their web design experiences; PayPal and the Logic Group shared a vision of payments beyond plastic; WH Smith and The Co-operative Food Group explained how Elfs and beetles had helped stock shelves and serve customers; and Crabtree & Evelyn and Fat Face had an open discussion on the future of the store.
All too quickly, the pit stop was over and people rejoined the race – fired up for the next few laps. The brand takes all the glory, of course, but the IT, e-commerce, marketing, CRM and operational teams underpinning it are the ones really driving the business.
We’ll have videos, photos and presentations from the event available shortly. In the meantime, you can see the Fat Face case study video shown during the event.
Posted by Justine Arthur, Head of Communications and Campaigns, BT Expedite & Fresca