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Integration is key to providing the best buying experience

Multichannel. It’s a word that has been thrown around the industry for the last couple of years, but 2012 has been the year where retailers have put that concept into practice.

One such retailer is high street staple John Lewis. As operations director Dino Rocos explains in our interview with him, changes in the less glamorous aspects of the business, including logistics, can have a real impact on a successful customer shopping experience.

We also caught up with others in the industry who have seen positions change as retailers alter their strategies with a more multichannel focus. Drapers looks at how these job roles are being affected and the skills and experience that retailers are looking to bring into the business to fulfil these new requirements.

As well as focusing on getting the right people and systems into the business, many retailers are now looking at how this experience can be optimised at the front end to the customer. International expansion means investigating how customers shop in the global market and offering a number of different payment options accordingly. Retailers that don’t research the local market before moving into it take a huge risk of putting off potential customers.

Finally, Drapers held an engaging debate with key industry figures on the issues facing multichannel businesses and how these can be tackled to provide a seamless customer experience.

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