1.

What in your opinion are the information technology infrastructure and applications
Spencer’s should have?

 The recently launched WhatsApp payments infrastructure can be used with its existing
business account.
 Collect and merge customer data from multiple channels which can be used to analyse
customer behaviour in a particular place and to personalize customer journey.

 Providing a sense of community for discussion, feedback from customers, and complaint
redressal through social media comments, live events on Facebook and Instagram, and
providing responsive and quick query resolution on calls as well as e-mails.

 Online feedback about services at store and reward system for filling feedback form.

 Live price tracker for recently viewed products on the website to display graphs and
deviations in price. Personalised discount alerts can also be sent through push notifications, e-
mails, SMS in addition to advertising them.
 Re-targeting Ads on social media.
 Interactive catalogues and digital screens to assist the customer in store and on web.
 Self-checkout screens for faster checkouts and payments.
 Grocery credit cards can be an addition to payment ecosystem.
 Online specific product request which isn't available at the given time in the store
 Real time chat support complemented with AI chatbots for common to online customers
 Installing online inventory management system
 Availability of Retail store specific item in real time in app and website. So that customer
selects what he/she want before visiting the store. It will drive footfall and reduce the amount
of time a customer spend in the store and hence a store can service greater number of
customers.

2. Why? 

Being an omni-channel retailer it becomes important for Spencer’s to use profile data, campaign
engagement data and shopping behaviour and analyse it to understand customer journey and
personalise customer experience across channels. Automated trigger to send a when a customer
performs a certain action or goes through a period of time with no action. This way, message can be
sent according to customer needs at any given time in their customer journey. When messages are are
always relevant customers will better respond to them and this will in turn build trust. Online
inventory management systems can help in efficient use of warehouse space. Customer feedback and
query resolution is essential for developing long term relationships with them and IT is the best way
to do it effectively. More relevant information on prices and reminding customer of recently viewed
products on social media can further help in this direction.