While the majority of retailers now offer multiple channels from which customers can buy product, many are going back to basics and looking at their technical infrastructure to provide a seamless cross-channel experience.
According to Ivis Group, the number of retailers offering a click-and-collect service is up 44% from last year, as is the number of retailers offering interactive screens in store. Mobile initiatives are also being integrated into stores’ plans in an attempt to combat the challenge of ‘showrooming’.
Online fraud is one of the biggest challenges retailers face and with 3p in every £100 spent via credit cards fraudulent, it’s something retailers must address.
The Drapers Supply Chain Report outlines challenges to retailers, with 43% of those surveyed stating the biggest hurdle was quality control. This was followed by 39% who cited cost as the biggest factor, especially with many retailers offering multiple channels and international propositions.
In such a fast-paced sector, it is no wonder retailers are debating where to start and on which channel. But as Asos director James Hart stated recently: “It’s about getting a seamless infrastructure and always, always thinking about the customer first.”
- Roger Morris, Head of Core Network Parcels
Multichannel retailing is fast moving and continually changing, with customers and businesses using a variety of online devices such as tablets and smartphones to shop and market their business - a big change in the way they previously interacted. However, in many respects the challenges and opportunities for building profitable repeat business are consistent year on year. At Royal Mail, we annually research the needs of online shoppers and know that delivery is and should be a major element of your customer experience - and ultimately your overall brand experience. Getting the delivery of your customers’ orders wrong can have a major impact. Offering a range of delivery and returns options that meet your customers’ needs and using a delivery provider that your customers trust are crucial in ensuring they keep coming back.