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Ecommerce: Multichannel focus

London’s shops lack technology; A Hume suits up with iPads; and Armani’s new site goes live.

London retailers failing to use new technologies

Oxford and Regent Street retailers using in-store technology

Oxford and Regent Street retailers using in-store technology

Only 14% of retailers on Oxford Street and Regent Street offer in-store Wi-Fi, despite more than half of consumers saying they are more likely to shop with a retailer that embraces technology, according to a report by software provider Omnico.

The report, which audited more than 90 retailers, also found the most commonly used technology by retailers was click-and-collect (44%), followed by video screens in store windows (35%).

While the average number of technologies deployed by retailers was two, both John Lewis and Nike, who were at the top of the list in terms of digital innovations among fashion retailers, have six or more customer-facing technologies.

Despite high footfall and the challenge of reducing queues, just 9% of the streets’ retailers had interactive in-store kiosks offering access to their full collections.

A Hume stores add iPads to jog shoppers’ memories

A Hume

A Hume

Independent countrywear retailer A Hume has introduced iPads into both of its stores in Kelso, Scotland, following customer feedback.

The retailer, whose customers are aged from mid-40s to early 60s, decided to launch the iPads after staff said many shoppers were coming in and requesting a product they had seen on the website.

James Abbott, digital marketing and development manager, says: “Customers were coming into the stores and while they couldn’t remember the exact product they had seen online, they could remember their customer journey on the site. The iPads not only allow our staff to give better customer service, they can also give customers the chance to see the stories behind the brands with online content and videos.”

Abbott says research shows that customers are shopping both online for convenience but also in store when they are in the area.

Armani revamps site with curated content

Armani Live

Armani Live

Giorgio Armani has relaunched its website as it aims to become a major contender in the luxury ecommerce sector. A new section covering events, entitled Armani Live, will be curated by a range of industry insiders. The section kicks off with Tim Blanks, editor-at-large of, reporting on the launch of the new site in New York.

As well as a fresh design, the site has a greater number of content areas. It will cover everything from fashion shows and lifestyle, and also includes details on the brand’s made-to-measure service and a store locator. The site is optimised for mobile.

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