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Editor's Comment: Customer convenience is the way to drive sales

Keely Stocker

Digital is not just an important part of the retail journey – it is now integral.

Competition in the market has increased as multichannel retailers fight to keep up with their pureplay counterparts. As online, mobile and social technologies continue to transform how people shop, everything must have a multichannel approach.

At this week’s Drapers Digital Festival, we focused on the evolution of technology within the fashion sector. Specifically, we looked at how digital technologies have increased consumer expectations of a fast and easy shopping experience – and why customer convenience has become a driving force in fashion retail.

Digital is a vital part of the customer journey, and one that is evolving at a rapid pace as new technologies continually come to the market. Retailers that develop new skills, and have a “fail fast” approach to testing innovative ideas, will evolve and improve to stand out from the crowd.

Another way to draw in shoppers is to tell the story behind a brand and create a world around it. Engaging consumers in a highly competitive environment is increasingly challenging, and creating an emotional connection with shoppers can help achieve this. Transparency is also becoming more important as consumers support the retailers and brands that strive to have a more sustainable approach to fashion.

Although technologies such as artificial intelligence, virtual reality and visual search are beginning to transform the customer journey, their implementation must not interfere with a seamless multichannel experience. Customers are not committed to shopping on any particular channel, but they expect that whatever platform they use, their experience with a brand will remain consistent.

All the winners

All the winners

The impressive winners of the Drapers Digital Awards are examples of achievements in digital growth and engagement. These are the businesses that are really pushing the boundaries, whether by using new technologies in store, launching an engaging digital marketing campaign or creating a standout multichannel customer experience.

They have put digital innovation at the heart of their strategies while keeping focus on the customer and product, giving them the competitive edge. Huge congratulations to all of the much-deserved winners. To see the full list, click here.

 

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