Archive for multichannel
The Competition and Markets Authority (CMA) have today published their final report, which highlights changes needed to ensure customers are not paying more than they should and can benefit from all services.
“Open Banking will enable personal customers and small businesses to share their data securely with other banks and with third parties, enabling them to manage their accounts with multiple providers through a single digital ‘app’, to take more control of their funds.”
Amongst other measures, one huge change from this is that all banks have to implement open banking by 2018. As a UX Practitioner many questions come to mind:
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“Our customers don’t think about ‘I shop at retail’, or ‘I shop online’… they just look at a brand.” – Mike Durbridge, B&Q.
“Customers no longer think about shopping in terms of multiple channels. For them, the whole shopping experience should be absolutely seamless and it should be absolutely holistic.” – Simon Belsham, Tesco.
“They shop with the brand. They don’t shop with any one channel.” – Mark Lewis, John Lewis.
We heard this idea echoed a lot at the 2014 Internet Retailing Conference, with speakers going on to talk about the user experience as ‘Multichannel’ or, more often, ‘Omnichannel’.
These terms became the buzzwords of IRC2014, but after listening to so many retailers talking about this, a few questions came to mind:
- What are the differences between the two?
- Do retailers understand the differences or are they jumping on the omni-channel bandwagon?
- Most importantly, what does this mean for the users?
In our ever more connected society, retailers are increasingly attempting to present a truly joined-up multichannel experience to their customers.
People are able to shop across an integrated experience from in-store to over the phone, from desktop websites to the mobile and tablet equivalents. Shoppers should be provided with a multitude of ways in which to interact and transact, but how are the bricks and mortar shops on the high street coping with the increasing digitally driven population?
SimpleUsability took to the streets of Leeds in order to understand how a number of retailers are facilitating the customer journey.
We then mapped these insights against some of the presentations from the 2013 Internet Retailing Conference (IRC) to understand the broader multichannel reality.
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