Technology Event Focuses on Innovation, Standards and the Future

Innovation is about “people, processes and the ability to deliver,” said Michael Davis of NACS at THE Tech EVENT. “Ideas do you no good if you can’t make them happen.”

May 07, 2013

DALLAS – Technology innovation, standards and future opportunities were major topics on the opening day of The Tech Event at the Hilton Anatole in Dallas, Texas. 

Henry Armour, NACS president and CEO, welcomed participants and applauded the gathering as an opportunity to “explore technology solutions to deliver 21st century convenience to customers.”

Michael Davis, NACS vice president of member services and program emcee, noted that the convenience and fuel retailing industry now includes more than 149,000 outlets that conduct 160 million transactions a day. Because convenience retailing is growing, breaking the $700 billion sales mark in 2012, “We’re no longer order takers,” he said to the IT professionals. “Our focus needs to be on innovation and creating innovators in our profession.” 

Innovation is about “people, processes and the ability to deliver,” Davis said. “Ideas do you no good if you can’t make them happen.”

Think Small, Win Big

J. Walker Smith, a writer, blogger and analyst with The Futures Company, advised the crowd to be innovative in ways that best serve the consumer and create business opportunities for their respective organizations.

Most people think of innovation is the invention of the tablet or iPhone, he said. But “Think small to win big. Real opportunities are the small things we can do to satisfy customers and drive innovation in the marketplace. That’s where you’ll get the biggest return.”

According to research, the amount of information that consumers process today has tripled since 1980. Because they’re overloaded, consumers want “head space” or freedom from excess data. “Consumers want simplification and control,” Smith said. “Deliver better, not just more. Innovation opportunities will be driven by something better, not more.” 

He recommended that retailers make each store experience more enjoyable and give shoppers a chance to develop relationships with people, not brands. “We’ve got to deliver social currency,” he noted. 

Technology’s Future

Evan Schuman, technology journalist and editor of StorefrontBacktalk.com, discussed the changing habits of consumers, including their tendency to go “showrooming.” This means they find the product they want online, but then drive to a bricks-and-mortar location to see and touch the merchandise. Even though the online item may be only 10% or 15% less than the in-store price, many shoppers will order online and wait for a shipment instead of buying it at the store.

When this occurs, Schuman dubs the store “a bad customer service environment. They aren’t delivering what the customer wants.” 

In addition to discussing security issues and customer relationship management, Schuman gave an update on mobile data technology and the problems some retailers have encountered when introducing mobile programs.

“If you’re going to launch a [mobile] program,” he said. “Tell your store managers.”

High Standards

Bob Johnson, president of The Pinnacle Corporation, reviewed the success of NACS and PCATS at establishing technology standards for the industry.

“Standards foster innovation and document best practices,” he told the audience. “They make sense when they can lower costs, improve efficiencies or increase revenues. When you’ve established standards, you have more time and money to spend on innovation.”

He added that standards should be driven by retailers, not suppliers, and said the next frontier would be mobile technology.

The afternoon concluded with a humorous presentation by Greg Schwem, who shared his zany take on technology and life in the workplace. Schwem is the author of Text Me if You’re Breathing. “I’m trying to stay ahead of my kids,” he said.

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