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

Multichannel: On the right path to a seamless journey

Finessing the multichannel journey remains a focus for all retailers and, while many challenges remain the same, businesses are looking at how to make this customer journey even more seamless.

The quantity of customer data available to retailers is vast and as consumer shopping habits continue to change, and customers use multiple channels to access brands, we look at how to decipher the huge quantities of data available in order to have a clear, single customer view across all platforms.

By the same token, it is also imperative to have a single stock view to ensure the logistical operation can support the
customer expectation
.

Smaller independent retailers have stepped up their multichannel game and are looking at ways to compete with the larger operations. Social media platforms are a way of doing this at a relatively low cost but retailers must be aware of the risks involved, especially avoiding the trap of buying fake fans or followers to build numbers that result in
no return.

Looking to the future, there has been much talk of advances such as Google Glass and other wearable technologies but whether these are technologies of the future, or just a fad, remains to be seen. See our experts’ views.

As further channels are introduced and consumer habits shift accordingly, retailers must ensure they are where their customer wants them to be and can give them the experience they desire.

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.