The Omneo Ragtrader roundtable brought together a select group of retail leaders who discussed how customer experience (CX) tools and principles can transform customers into brand ambassadors while boosting brand revenue.

The panel included:

• Omneo co-founder Danny Phillips
• Ragtrader publisher Assia Benmedjdoub
• MJ Bale COO Rainbow Savvas
• The Iconic CMO Joanna Robinson
• Marquee Retail Group chairman Bernie Brookes
• Institchu head of marketing Robert O’Reilly
• Strand marketing and digital director Prue Thomas.

Key themes of the discussion include:

• Each company has a unique customer profile with varying demographics and motivations. Data and research are crucial for personalisation and targeted messaging.
• While traditional loyalty programs with discounts are common, offering exclusive experiences and early access can be more valuable. Building a community and treating VIPs well is key.
• Tailoring experiences and recommendations based on individual preferences and purchase history is crucial for engagement and retention.
• Integrating online and physical touchpoints seamlessly through omnichannel strategies is essential, with mobile POS and click-and-collect gaining traction.
• Leveraging data insights and testing new technologies like AI can personalise experiences and improve efficiency. However, focusing on core systems and avoiding shiny object syndrome is essential.
• Before implementing complex strategies, ensuring basic systems like POS are user-friendly is crucial for customer satisfaction.
• Ultimately, loyalty programs and CX efforts should aim to increase customer purchase frequency and average transaction value. Evolving CX strategies must meet changing customer expectations and leverage technology effectively.

Read the full transcript of the roundtable discussion here.