Retailers need to stop looking to use technology to (only) create efficiencies but also use it to create experience.

One of the key points in our Future of Retail report is that retailers need to stop looking to use technology to (only) create efficiencies, but also use it to create heightened experiences.

Often the drive for efficiency sucks the soul out of retail. This morning on my way through New York’s LaGuardia airport to give a Future of Retail presentation in Memphis, I went to get a breakfast at Pat LaFrieda‘s concession there (partly because I’ve just known LaFrieda as a meat-packing brand from the west side of Manhattan and not a food retailer). Here they have opted for touch screen ordering. In some ways, it allows the shopper to make their choices and creates automation in the process which I suppose picks up the ordering speed – but in practice, the removal of a human at order-taking reduces the service and leaves the consumer with uncertainties.

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