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This report outlines the newly established retail store, Oz Superstore which incorporates the PayWave card technology to allow the customers to shop in the store and then have a hassle-free exit from the store. It discusses the features being incorporated into the store to reflect upon this requirement as well as some other features introduced to enhance the customer satisfaction. The report also contains some of the recommendations to improve the business process of the superstore so as to enhance the easy flow shopping flow from the time of the customer’s entry to the store to the time of the customer’s exit from the store. Further, it also enlists an additional option to enhance the customer service from the store followed by three suggestions that would help in the improving the business service operations.
2) Write a well presented report for the above outlining the business operation. Provide three recommendations that are well substantiated with journal literature and referenced correctly.
Oz Supermarket is a debutant in the retail chain stores, but with a new technology aimed at the customer satisfaction and facilitating the shopping experience for the customers with that technology. It is aimed at one of the most common problems that arise in the superstores generally at the checkout time. This is a prevalent issue at the stores of getting stuck in the long queues at the check-out point. Oz Supermarket brings up some outstanding features that would facilitate the customers to be out of the misery of waiting for their turns at the check-out point. The store has adopted PayWave card technology that provides to customers the feasibility of arriving at the store; picking up the materials of their choice and then leave the store with ease.
2.1 Business operations
Oz Supermarket is promoting a cashless experience for the customers by digitizing the whole shopping experience where the customers are allowed entry to the store by flashing their cards at the entry station and then simply walking out of the store after they have shopped. It stocks the household materials, stationery items, and the non-perishable goods. The store introduces a new initiative in the form of the PayWave card technology that links every product on the store with the RFID chip (Patil, et. al., 2015). Every trolley is also implanted upon with the RFID readers and these permit an easier shopping experience by adding up everything in the trolley to the virtual cart. The customer picks up the item and tags it with the card reader employed in the trolley. The item is this added to the cart and is then removed back if the item is taken out to put back. This, therefore, attracts the customers towards the enhanced shopping experience giving them no hassle in the shopping experience and also by the store itself absorbing the costs of the installation of the chips on all the products and the chip readers in all the carts. It also places some shopping summary stations that are placed at different junctions within the store (Yin & Zhang, 2016). This improves the shopping experience by allowing the customer to see what the cart contains in detail.
The car parking is also timed by the minutes of parking during the peak shopping periods and it is lower during the non-peak timings of the store. This would be an appreciable in satisfying the customers who are in a hurry and require parking charged for the mere minutes of their shopping.
For the customers not having the PayWave card, there is a counter that will issue them their cards in exchange of the money deposited by them. In the words of Yin & Zhang (2016), this will then allow those customers to shop through these cards just like other customers and the amount left in their balance will then be recorded in the database to allow the customer to avail on the next purchase. They can also redeem this money in cash. But, if the amount is insufficient on the card to meet the costs of the items added to the cart, an alarm will ring informing the user about the same.
There are a number of ways recommended to improve or enhance the process. Some of the recommendations are enlisted below:
2.2.1 Adoption of technological advancements
With the advent of new technology comes the issue of the usability associated with the technology. It may be hard for the customers to properly understand the technology associated with the summary stations. This may then again pose the problem of getting stuck in the store but at a different location. The customers can’t be expected to have the knowledge to operate the machine easily and thus this would require some instruction manuals in a couple of steps imprinted upon the machine to help the customers to easily navigate through the machine. Also, there could be a mobile application that would link with the user’s card and his virtual cart. This could help the user to get familiar with the process and the features of the cart and card in a brief time (Poddar & Rohde, 2012). This would also help them to easily access the items during their shopping. To enhance the usability within the store and through the shopping experience, such an application could well serve a feedback about the customer’s understanding of the technology.
2.2.2 Focusing on resolving the involved with RFID chip
There may be the case when the item being tagged into the cart may pose problems in the tagging operation or may be wrongly tagged. There may also be the issue of trackers not working properly. This may then lead to either loss of the store or wastage of customer’s time by presenting errors in resolving the issue of wrong billing of the items in the cart. This may be improved primarily by the careful installation of the sensors as well as the proper maintenance of the already installed cards and card readers (Abdulhadi & Abhari, 2016).
2.2.3 Appointment of help centers for non-card holders
There is a high probability of the customers coming to the store who are not having the PayWave card previously generated. Since the entry to the store is through the card access, there must be a help center appointed in the lobby just outside the store so as to facilitate the new customers with the creation of cards. This center will be responsible for issuing the temporary cards for the new customers and will also deal with the cash redeem process for users (Aviles, et. al., 2015). There may be issues of PayWave card not allowing the entry access to the customers for which the help center will guide the customer or resolve the issue.
The above report outlines the business operation at the Oz Supermarket which is a new retail chain setup to reduce the exit queues at the check-out points of superstores. It also discusses some of the recommendations that will then help to improve the business operations of the superstore.
2.3 Provide an additional option to the above suggestion to improve customer service. Provide three suggestions into improving business service/operation offerings such as customer feedback, product quality review, etc., substantiated with current literature.
The customer service is one important parameter of paramount importance for the superstore to aim at. This would be the factor that would define the customer’s experience and satisfaction with the shopping experience at the store. The key areas of the store’s focus would be the customer satisfaction that it generates through the various features that it introduced. This would be the parameter guiding it to assess the quality of the services being provided to the customers. For the improvement of the business services or operation offerings, the stores employ these tools that help them to generate an understanding of the levels of customer satisfaction they achieve (Yin & Zhang, 2016).
An option that could help the store to improve the customer service experience would be the linking of various cards. This could be achieved by linking a PayWave card within the family or within the couples. This would facilitate the customers in a way such that allowing them to shop around the store and make the purchase without any problem of the limited amount being available on their cards. There may be the case where a customer does the shopping but is then later unavailable to make the payment for the same because of the limited asset in the card. The alarm system that is already employed although informs the customer about this problem, but if there is an urgent or important shopping needed, the customer may then make the payments through the card that is linked to his/her card (Islam & Rahman, 2014). The store could generate a great customer satisfaction by implementing this feature into the shopping experience of its customers. There may also be an increased customer reach by linking cards of people. This thus also enables the store to gain a greater customer reach and thereby improving the sales and outreach.
There are a number of other steps that could be employed so as to gain a greater customer service/operation offerings. Some of the recommendations that could be employed to achieve the same are:
2.3.1 Customer feedback form
These forms would be provided to the customer to fill in their reviews about their shopping experience. To facilitate the customer comfort, this could be in the form of an online feedback form sent to them on the mobile numbers or email ID that they have linked to the card. The feedback form should contain the information about their overall experience of shopping at the store as well as their reflections upon the availability of the products, ease of using the technology, their interaction with the help center and other help staff that has been employed at the store. The feedback form would serve as a direct tool for the interactions between the store and its customers (Islam & Rahman, 2014). This would thus be an effective way for the store to reflect on the issues that the customers are facing and thereby act upon them to mitigate these issues. This would thus facilitate the store to escalate their market values.
Oz Supermarket could employ a number of lucrative offers for the customers to attract them towards its business. It could employ special deals for its customers on a regular basis. The old and loyal cardholders may be provided with some discounts at the time of their payment procedure. The customers may also be invited over to attend the events organized by the store and then be given a lot of deals and discounts during the events. This would increase the footfall of customers into the store thereby ultimately resulting in an increase in the sales and profits of the store (Fasuga, et. al., 2015).
After every purchase that the customer makes, he must be presented with the review form for assessing the quality of the services imparted to the customer. This would act as a constructive approach that would help in the overall improvement of the store. This would incorporate the customer’s reflections towards the various products and services of the store, thereby helping it in advertising about the store (Bentley & Batra, 2016). The customer reviews are used as an informative resource used over the industry for the assessment of a store’s performance or the processes followed within.
The above report outlines the Oz Supermarket and the features it incorporated to address the problem of the long queues formed at the check-out junctions of stores. It also identifies some recommendations for the store to employ so as to improve the functionality of its business processes. It also outlines an option that the store could involve for improving the customer satisfaction rates followed by some of the recommendations for the same. The store should incorporate these recommendations so as to enhance the market values as well as provide an even better interaction of the customers with the store. These recommendations also address some of the basic issues that the store may face when in function and thus, this help to easily deal with the customers with the help of properly trained staff, a good setup help center and timely generated feedback forms.
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