Maplin boss says that only omnichannel retailers have a shelf-life

Speaking at the Retail Week customer experience conference, Maplin chief executive Meakin said: “I do not see how human interaction, which gives customers the reassurance they need, can be replaced.”

Meakin, who joined Maplin in 2012 and became chief executive in 2015, said: “Stellar customer experience is where customers are delighted at every point of the customer journey. It is possible to deliver good customer experience online, but human interaction is a critical element in delighting them.”

He added: “If you can not deliver across every touch point, I don’t see how you can survive in retail.

“The internet is brilliant for customers who know what they want, but the long-term winners in retail will be omnichannel retailers with a combination of online and bricks and mortar presence.”

Meakin said that, because customers want advice, only 40% of transactions in the technology sector happen online and 60% happen in stores. 

Customer interaction currently exists in a number of forms, including face-to-face, over the phone, via web chat or using video chat, which Maplin launched in 2015. 

Maplin, which Meakin said is “rooted in human interactions”, recently notched up a customer satisfaction index score of 92%. 

He said: ”Many of our store colleagues love technology. It’s not a task; it’s their hobby.

“We don’t operate on a commission model. We allocate bonuses based on customer satisfaction and the individual performance of each store.”

Earlier this year, Maplin revealed plans to invest £3m in a price reduction initiative across products in-store and online in an effort to boost customer loyalty.

The retailer reported a 2.3% lift in like-for-likes over the Black Friday and Christmas period, boosted by sales of CCTV equipment and drones.