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How can retailers effectively link up their online and in-store channels through in-store media and how can they put their data to good use?

Today’s retailers have many different touch-points. Some consumers are assisted in the traditional brick-and-mortar store and some use self-service options, but they are all technologically enabled, including the web, smartphone, tablet, cash register and service centre. Retailers must begin to think of the overall experience because consumers no longer separate a retailer’s store from its website. If they have a bad experience in any channel, it affects the entire business. Merchants need to consider the consumer from every touch-point to ensure a consistent brand experience across all channels. This complicates how to deal with showrooming, but it also provides new avenues for merchants to prosper.

Craig Sears-Black

Today’s retailers have many different touch-points. Some consumers are assisted in the traditional brick-and-mortar store and some use self-service options, but they are all technologically enabled, including the web, smartphone, tablet, cash register and service centre. Retailers must begin to think of the overall experience because consumers no longer separate a retailer’s store from its website. If they have a bad experience in any channel, it affects the entire business. Merchants need to consider the consumer from every touch-point to ensure a consistent brand experience across all channels. This complicates how to deal with showrooming, but it also provides new avenues for merchants to prosper.

Craig Sears-Black, UK Managing Director of Manhattan Associates