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All the retail channels must be tuned in to one big picture

As the ecommerce sector continues to thrive, having an integrated multichannel strategy becomes ever more important.

All aspects of the customer journey must be scrutinised to ensure a seamless journey from beginning to end.

Making small changes to your supply chain can have an immediate effect on customer satisfaction. But etailers must find the right balance between meeting customer delivery expectations and the cost of offering those options to the retailer.

Supply chain is also one of the main challenges retailers face as they look to expand internationally. Countries such as India and China are often more easily entered through online marketplaces already in these territories such as China’s Tmall and India’s Jabong. We investigate how to make this work on here.

Looking back to the UK, the recent online relaunches of high street staples Marks & Spencer and Harvey Nichols both show the focus retailers are placing on online editorial content. However, there is a balance that must be found between using content to keep customers on the site while also keeping them shopping.

To match the pace of internet technologies, companies such as John Lewis and Shop Direct are launching in-house tech labs to ensure they are at the forefront of the latest advances. Take a look at what these teams are doing and how they fit into the rest of the business.

Finally, retailers will also want to make sure they are doing everything they can to appear at the top of organic search rankings, so on page 33 we check out Google’s latest updates and discuss what they mean for fashion businesses.

The variety of content in this supplement shows just how many balls retailers now have to juggle to provide a seamless, attractive multichannel experience on an international playing field.

keely.stocker@emap.com

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