- 18 Aug 2014
High Tech High Street
Omnichannel retailing has revolutionised the retail sector, enabling consumers to research and shop at their convenience; anytime, anywhere via any device. As consumers embrace these new technologies the shopping experience is becoming increasingly sophisticated as customers are coming armed with brand knowledge and the ability to research and shop around. But how do traditional stores fit in to this new online world, and cater to the demands of customers who expect to be able to shop from the comfort of their own sofas?
With this in mind, should retailers simply pack up and focus purely on an eCommerce offering? Or should they adapt and fight back? We think that the role of the physical store still plays an integral part in the overall omnichannel offering, but retailers need to understand the ‘traditional’ store is no longer just about having a physical presence, but a joined up approach.
Last week we helped our customer, East, gain some great coverage in the Daily Telegraph, in a feature sponsored by EE. The piece focused on developments within omnichannel retailing, and how physical stores must adapt in order to remain a fundamental component in the shopping journey. East have recently made such a change, by implementing our Merret solution they can now provide a complete end-to-end omnichannel offering to their customers.
Merret is our supply chain solution that can support retailers through the complexities of omnichannel retailing, ensuring they remain a relevant part of the shopping journey. Designed for today’s omnichannel world, with a complete end-to-end solution Merret lets the customer choose how, when and where they want to shop, delivering a seamless and consistent experience across multiple devices – ideal for the current growth in omnichannel platforms.
East are our latest customer to implement the Merret solution and they are already seeing the benefits. With a single stock pool East have total visibility and control of stock, which is available via any channel, regardless of geographical location, so can help drive future international expansion. Their omnichannel approach delivers a convenient shopping experience allowing customers to shop anytime, anywhere from any device. Suzi Spink, CEO of East comments;
“It’s like that Martini slogan, anytime, anyplace, anywhere.”
Retailers need to be able to offer their customers an end-to-end omnichannel experience, not just aspects of it. Customers want and expect a consistent and seamless experience across all channels and if brands don’t deliver they will simply go elsewhere. This isn’t just a matter however of improving the online aspect of the store but matching this with an improved in store experience. We help East cater to this demand with the provision of click-and-collect, giving customers another reason to visit the physical store.
Click-and-collect helps cater to the increasing demands of customers who are no longer prepared to wait for deliveries, items are expected immediately and this push towards ‘click-and-collect’ has ultimately driven consumers back in to ‘bricks and mortar’ stores.
Even with developments in technology revolutionising the way we shop, the ‘bricks and mortar’ store is still a crucial link in the omnichannel chain. Providing not only a physical touch point the store forms part of a ‘social hub’ becoming part of an experience that will ensure that stores remain an integral part of the retail journey, and an extension to the omnichannel approach. A successful omnichannel strategy can drive footfall in to stores and increase brand awareness but channels need to be united enabling consumers to shop the brand not just individual channels.
If you would like any further information about our Merret supply chain solution then you can visit our website: http://www.merret.com/home or call us on: +44 (0) 115 853 3910. We are also on Twitter and Instagram, just search Retail Assist to see all the latest news and updates.
Please follow the link below to see East’s full coverage in the Daily Telegraph: