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Fujitsu Pan-European Retail Survey 2013: European Retailers at the Crossroads Between Driving Operational Efficiency and Improving Customer Experience

Fujitsu UK & Ireland

London, June 20, 2013

Fujitsu today reveals that retailers across Europe are at a crossroads, facing the dilemma of increasing operational efficiency while also improving customer experience, and aware that achieving both is not possible. An exclusive survey of European retail management commissioned by Fujitsu1, a top-three retail solutions and services provider working with over 500 retailers and 82,000 stores around the world, found that almost 60 per cent of respondents placed the same value on both efficiency and customer experience in an increasingly multi-channel environment, underlining the fundamental challenge facing retailers with a store presence.

Findings from the Fujitsu Pan-European Retail Survey 2013 confirm the future of the store in a changing environment. Managers face challenges such as driving sales and managing people. Simultaneously they must maintain a unified view of customers across all channels, and so must understand how to leverage technology innovation to deliver multi-channel solutions that deliver improved customer experiences at a competitive cost.

Retailers are often under economic pressure due to the cost of space, inventory and people. A key finding of Fujitsu’s research is the high priority retailers place on driving sales, while managing and developing the skills of their people. Managers today use multiple indicators to evaluate store efficiency, with those relating to sales margin used most widely by 60 per cent of respondents. The survey confirms that retailers recognise their biggest challenge is to sell more, and to do so more efficiently, with 63 per cent of respondents identifying sales as their principle concern.

Almost three in every five retailers expect to benefit most from technology solutions supporting online-based services – most notably for the international companies and larger food retailers. Mobile phone sales capabilities are considered equally important by international retailers.

The biggest ‘efficiency versus customer experience’ gap is emerging among larger food retailers, which consider all self-service and hybrid technologies as contributing greatly to store efficiency (over 60 per cent), while simultaneously adding value to the business (around 65 per cent). In comparison, other retail categories consider these technologies as contributing more to the customer experience (50-60 per cent), and as such say these technologies generate less value to the business (around 30 per cent), possibly as it is more difficult to trace ‘cause and affect’ in such projects.

Store technology projects are delivering multi-channel retail solutions – the store is no longer the only place customers are buying. That said, technologies will become decisive in revolutionising in-store purchasing (according to 71 per cent of respondents), where stores will remain the hub for customer engagement. Although retailers realise that a first-class customer experience is the best way to build a brand with loyal customers, financial concerns hold back many companies from reaching for this goal.

To support retailers facing this dilemma, Fujitsu is developing a new generation of flexible and adjustable retail systems designed to meet changing market conditions and customer demands. Fujitsu’s end-to-end approach meets the unique challenges of the full variety of retail sectors and differing market-maturity stages, Retail solutions include initial consulting through to the commissioning and delivery of complete systems down to the cash registers, backed by managed services to keep retailers open for business.

Supporting Quote

Richard Clarke, Vice President, Global Retail at Fujitsu

“Being a retailer – buying and merchandising, supply chain, retail operations, transaction management – is no longer defined by having a store, merchandise to sell and a cash register. It has become defined by managing customers through their shopping ‘journeys’ on their terms, and often via their own personal assets, such as a smart phone, and their own capabilities – based on their product knowledge or social networking connectedness. Fujitsu Retail Solutions help retailers to begin recasting their business models to fit their customers, not just their stores.”

Notes to editors

1 Fujitsu Pan-European Retail Survey 2013

Future of the store in a multi-channel environment: How to turn today’s challenges into tomorrow’s successes through improvement of store efficiency and customer experience? Novametrie, the specialist provider of opinion leader research, was commissioned by Fujitsu to undertake independent research with senior managers in retail businesses in France, Germany, Italy, United Kingdom, and other countries (including multiple countries covered by HQ representatives). During September/November 2012, Novametrie undertook 20 qualitative interviews (face-to-face and telephone), followed by 161 quantitative interviews (online) during January/February 2013.

Country Perspectives

France:

  • 76% of respondents defined stores as a place of events, discovery and experiences compared to the global average of 66%
  • The importance of stores: 94% defined stores as a place for service, 70% believe that stores are a pick-up point
  • 69% of directors interviewed believe that the store’s value may increase provided it shows a joint interest in customer experience and store efficiency
  • Yet about 14% of respondents capture information without using it
  • Top three store projects to improve store efficiency: Loss-prevention tool (53%), Online-based services (51%), Mobile phones (47%)

Germany:

  • The attractiveness of online shopping today: 8.1/10 compared to the global average of 7.2/10
  • The importance of stores: 72% defined stores as a place for service, 53% believe that stores are a pick-up point
  • 56% of directors interviewed believe that the store’s value may increase provided it shows a joint interest in customer experience and store efficiency
  • Yet about 27% of respondents capture information without using it
  • For 50%, technologies will become decisive in revolutionising in-store purchasing
  • Top-three store projects to improve store efficiency: Online-based services (61%), Mobile phones (47%), Social clientelling (47%)

Italy:

  • The importance of stores has been rising – 7.4/10 compared to the global average of 6.5/10
  • The importance of stores: 85% defined stores as a place for service, 46% believe that stores are a pick-up point
  • 49% of directors interviewed believe that the store’s value may increase provided it shows a joint interest in customer experience and store efficiency
  • Yet about 21% of respondents capture information without using it
  • For 77%, technologies will become decisive in revolutionising in-store purchasing
  • Top-three store projects to improve store efficiency: Social clientelling (54%), Loss-prevention tool (44%), Back-office integration (44%)

United Kingdom:

  • Sales are the main concern at this time for 72% compared to the global average of 63%
  • The importance of stores: 87% defined stores as a place for service, 66% believe that stores are a pick-up point
  • 59% of directors interviewed believe that the store’s value may increase provided it shows a joint interest in customer experience and store efficiency
  • Yet about 13% of respondents capture information without using it
  • For 72%, technologies will become decisive in revolutionising in-store purchasing
  • Top-three store projects to improve store efficiency: Mobile phones (66%), Online-based services (59%), Loss-prevention tool (56%)

Online resources

About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company offering a full range of technology products, solutions and services. Approximately 170,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.4 trillion yen (US$47 billion) for the fiscal year ended March 31, 2013. For more information, please see: http://www.fujitsu.com

About Fujitsu UK and Ireland

Fujitsu UK and Ireland is a leading IT systems, services and products company employing over 10,100 people with an annual revenue of £1.6 billion. Additionally, Fujitsu’s other operations in the UK bring its total employee numbers to over 14,000 and its total revenues to £1.8 billion. Its business is in enabling its customers to realise their objectives by exploiting information technology through its integrated product and service portfolio. This includes consulting, applications, systems integration, managed services and product for customers in the private and public sectors including retail, financial services, telecoms, government, defence and consumer sectors. For more information, please see: http://uk.fujitsu.com

Graham Goulden

Phone: Phone: + 44 (0) 843 354 9568
E-mail: E-mail: graham.goulden@uk.fujitsu.com
Company:Fujitsu UK & Ireland

Katie de Cozar Rushforth

Phone: Phone: + 44 (0) 20 7861 2800
E-mail: E-mail: teamfujitsu@harvard.co.uk
Company:Harvard PR

Date: 20 June, 2013
City: London

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