Multichannel reality report

February 21, 2014 12:05 pm

Multichannel reality report



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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Full Report

Download our Multichannel Reality report as a PDF.[/call_two]

Summary of findings

The vast majority of high street stores are embracing the integrated multichannel approach to varying degrees. Some brands, such as Fat Face, are keeping their channels fairly segmented, whereas other brands, such as Topshop and Marks & Spencer, are heavily integrating the shopper journey between their different channels.

Clothing stores are allowing shoppers to scan barcodes through apps, and department stores and supermarkets are integrating the online shopping experience with their bricks and mortar stores – increasing the cross pollination of services.

The future will most certainly bring further integration between the different brand channels, especially in terms of removing the separation between online and in-store, of the physical and the digital.

The physical and digital channels should ideally complement each other; perform different functions rather than being carbon copies of one another. The different sales channels should be connected so customers can buy whenever and wherever suits them best, thus removing all purchasing barriers and creating a seamless customer experience and encouraging each channel to drive sales for the others.

It’s clear that a number of stores are already embracing channel integration with the apps that scan and click & collect pick up points. However, a greater proliferation of free in-store Wi-Fi would move this forward. Also, more in-depth location aware apps would enhance the integration of the SoLoMo channels which have become imperative in the multichannel marketing strategy.

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Full Report

Download our Multichannel Reality report as a PDF.[/call_two]