erral activity from really engaged customers who ultimately become brand advocates.” “There’s certainly a lot more understanding from retailers, and a drive to look at the overall customer experience. If a customer has a valuable experience instore, then it’s going to generate repeat purchase activity, either instore again or online.” Johnston says that he sees really great shopping experiences up and down the country, in terms of the level of personalisation, and also the professionalism and friendliness of the instore retail staff. In general the marketplace is changing, Johnston says, with retailers and customers more aware of what’s happening in other marketplaces such as the UK, US, China, and Australia. “Customers now have more information at their fingertips than they’ve ever had before, and they do more research before they complete the transaction, so the experience that they have is even more important these days. “It’s about taking the traditional store environment of bricks and mortar and blending it seamlessly with what the customer experience is in online channels. Increasingly online means ‘mobile’, because we’re all using our smartphones and tablets more and more. “The marketplace is changing constantly, and that’s going to continue with technology such as the Apple watch and Apple Pay, with the payment space going to change the game again as mobile wallets arrive on our smartphones.” Johnston says that keeping the customer experience consistent across channels is going to be a daily challenge, especially when there are some things that are outside of a retailer’s control. “With digital channels it’s about being able to navigate customers towards completing a transaction, addressing issues like internet speed, and working with business partners to be able to deliver a great customer experience across all channels.” John Lewis in the UK is a great example of a company embracing the seamless customer experience, Johnston says. “They have the John Lewis Partnership model, so everyone who works in the John Lewis business has a stake in the business. The customer gets a seamless experience when they shop with John Lewis, because if they order online and pick up instore they are dealing with a John Lewis partner. If the customer gets something delivered, then it’s by a John Lewis partner as part of the John Lewis partnership. They control the experience end to end, from shopping to distribution, and I think that that is very significant.” Looking to the overseas markets is a great way to get ideas to improve on our local shores, says Johnston. “There is definitely learning that we can do and hopefully transfer some of those learnings to the local marketplace so we can build upon them with a NZ flavour. Our market is different, we’re a long way from most markets, and we have a slightly different attitude in terms of the way that we shop. But I think it’s about being aware what’s happening globally. We certainly need to focus on what’s happening in Asia and China in particular, especially with the level of interaction and trade that we have with China as a business partner. There is a big opportunity for NZ retailers to do more, and understand more about new groups of customers.” Part of the role of Retail NZ is to support local retailers and assist them in preparing for the changes ahead, says Johnston. “It’s all about making sure that local retailers are aware of those changes, and the opportunities that exist, and seeing how we can help them through with our partners in the sector, on a national and international level.”