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Ryan Kliszat , Managing director, Docdata Commerce

We all seem to talk about what constitutes a true multichannel retail environment, but often internal politics make companies overly precious about which channel is credited with each sale. Yes, we all know the web is outperforming the main business by X%, but how can that help sales in store? How refreshing to see Clarks dispense of this and put the customer first. It successfully views its channels as one brand and drives in-store collection, fitting and returns.

Footwear etailers expect a high percentage of returns due to issues with fit. Clarks, therefore, provides the option to return items in store. This gives customers confidence to order, as there is reassurance in returns, plus a unified brand experience between store and web. For kids’ footwear, Clarks even directs customers to stores for collection and fitting.

The resulting store visits have the potential to convert additional purchases, all of which can be tracked, while customer reviews could then be completed in store in addition to online.

Displaying products on the website that can be delivered in store is a clever crossover, as is displaying stock level information for each size in a tabular format.

Ecommerce design is the ultimate balancing act between brand values and driving online sales value. Clarks pitches this well. Brand images effectively enhance the products, and the user naturally wants to explore the site further.

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