Multi-channel has become a buzz term in recent years, but it’s not a new concept for British retailers. For a long time, forward-thinking stores have increased their presence across a number of channels including the high street, online, mobile, along with services like click and collect.
It’s about putting the customer at the heart of operations and integrating physical and digital experiences to complement consumer lifestyles.
What Do UK Customers Want?
The surge in popularity of online shopping has left people wondering whether there is still a place for bricks and mortar stores. However, a recent UK retail report, The Multichannel High Street: winning the retail battle, revealed that buying habits are a lot more varied than people might think.
The 2015 study showed that 77% of shoppers researched a product online before they bought an item in-store, while 50% preferred to order online with retailers that have stores where they can look at the product first. With the customer using both in-store and online channels to purchase a product, it’s no surprise that 22% said they wanted to see Wi-Fi in stores too, enabling them to integrate technology into their store experience.
Attention All Retailers!
50% of multi-channel retailers polled in the same study said they would be investing in technology in order to use their data better, while 62% were considering installing free Wi-Fi for customers.
Investment in technology is something British retailers are embracing to assist the shopper at the point of purchase. Stores as such as Tesco, M&S, Argos, Asda, John Lewis and Debenhams have rolled out ordering kiosks and screens to enable customers to order from online ranges, which are often larger than what can be held in store.
Momentum client, Boots, was declared the number one multi-channel retailer in a 2011 report. The retailer received an 83% score thanks to its innovative in-store experience with Advantage Card kiosks that give shoppers immediate offers tailored to them, based on their buying habits.
Challenges
As well as the additional spend that retailers need to create a successful multi-channel commerce offering, they have to address the changing face of the retail IT department. Once responsible for till systems and timing of lighting and heating, IT departments are now accountable for the day-to-day running of all of the extra tech, like Wi-Fi and ordering kiosks. It means this department will inevitably grow and now requires skills they have never had to recruit for before.
The basics of retailing remain fundamentally unchanged. What is changing rapidly is the way that shoppers are choosing to interact with brands and retailers. Online and mobile shopping are leading to new shopper behaviours and also heightened expectations of the retail experience. Part of a successful response for retailers is to innovate ahead of the curve to facilitate the multi-channel shopping experience.
