Fashion Retail Service - UK - February 2009

Fashion retailers like Next, M&S and Topshop have been through a long period when they have been able to rely solely on declining prices to drive sales upwards. However, with the falling pound and rising overseas sourcing costs, competing on price is going to become increasingly difficult for them.

Customers who still have money to spend are going to be ever more demanding. Retailers will have to identify the needs of their core customer even more closely and make sure that they are met. Improving staff training, motivation and product knowledge, as well as recruitment and retention will be crucial in doing so.

The use of technology is likely to become an increasingly important aspect of providing improved service, especially among younger customers for whom it is a core part of their everyday lives.

• What do consumers think of the service they receive?
• Who are the most demanding groups and which areas of service are most important to them?
• What are the potential improvements retailers could make to their service proposition?
• Which retailers are innovating in terms of customer service?
• What role is technology likely to play in improving the customer experience?
• How important is the role of customer relationship management?