Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Letters to February 28, 2009

The round-up of letters to the editor.

A seamless service is key to greater profitability

Consumers are demonstrating a clear willingness to embrace the online purchase of premium brands - but only if the experience is right and replicates the high quality in-store environment (Fight the credit crunch online, Drapers Ecommerce Focus, February 14).

Most mid-tier fashion and lifestyle retailers would admit that their current ecommerce solution bears little resemblance to the in-store experience. Their online product ranges are often limited, stock information is out of date, and there is no link between online and in-store activity which, for example, means customers cannot purchase via the internet and then return a product to a store. As a result, these retailers cannot meet their customers’ online expectations.

Retailers must now evolve beyond stand-alone attempts at etailing. By creating a seamless strategy across the supply chain, customer service and performance measurement, retailers will be able to drive quantifiable value from every sales channel.

Every fashion retailer recognises that true multi-channel retail is the future, but few have achieved it.However, by adopting an integrated approach, a profitable multi-channel strategy is within reach.

Sam Jackson, chief executive, Prologic, Berkhamsted, Herts

Etailers must stay nimble

Last month’s 19% growth in online retail sales (Online clothing sales rise 32% in January,, February 17) sends a positive message in a time of economic gloom, but etailers must not rest on their laurels.

Mike Petevinos (head of retail consulting at consultancy Capgemini UK) has already called for bricks-and-clicks retailers to improve their online offering if they are to keep up with their pure-play rivals. But with a wealth of high street expertise, well-known brands have an edge over those operating purely online.

Category management, a cross-selling strategy commonly used on the high street, can help online retailers to reduce the cost of customer acquisition while increasing sales.

When things take a turn for the worse, it is the most agile which survive.

Pontus Kristiansson, chief executive and co-founder, Avail Intelligence, Malmo, Sweden

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.