An increasingly empowered consumer is now internet shopping savvy and has come to expect a consistent experience with whichever channel they choose to shop. With consumers' expectations and competitive pressures increasing, it is imperative that retailers develop long term multichannel strategies, investing in new technology and incorporating new services in their propositions.
- Analysis of how the development of multichannel operations has impacted the way in which consumers shop.
- Overview of what the modern consumer has come to expect from their shopping experience.
- The difficulties that have arisen through the creation of multichannel retail operations.
- How retailers can respond to these difficulties and help foster the closer integration and experience consistency between channels.
A more empowered and demanding consumer expects a high level of shopping experience regardless of which channel is utilised. It is thus essential that retailers link channels as much as possible, creating a consistent cross-channel experience.
To attain a heightened level of integration across all channels it is essential to invest in unifying both front of house and backoffice operations. In turn this will allow easier and more effective fulfilment strategies and multichannel management of customer data.
New technology such as instore kiosks and more advanced visual imagery online will facilitate the integration of different channels. It is also important for retailers to implement multichannel services such and click & collect, not only to strengthen integration but to enhance convenience credentials.
Reasons to Purchase
- Understand the impact that changing consumer habits have had on their demands and expectations.
- Identify the issues that retailers face when developing multichannel operations and the strategies that they can employ to overcome them.
- Understand what role new instore and online technology can have in achieving closer integration and consistency of experience.