THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Comment: the long and winding road to multi-channel

The journey from running stores to a seamless multi-channel business is painful and long - and seems to be getting longer. A successful transformation calls for support and commitment from the very top. By Gavin Matthews, head of retail at Bond Dickinson.

GENERAL MERCHANDISE

Comment: the long and winding road to multi-channel

I recently an industry breakfast alongside senior retailers during which we discussed what it takes to create a multi-channel business from a stores-based operation.

It is fair to say that many retailers are still grappling with the ever-faster pace of technological change. While the pure on-line retailers such as Asos and Ao.com have clearly grasped the power of the internet, for established store-operated retailers, there is still a serious lack recognition.

Clearly a successful transformation from purely stores-operated to a slick multi-channel offering takes more than a few apps and a database. Let's take the example of Tesco's. CEO Philip Clarke recently commented that more commitment was needed for it to deliver on its company's multi-channel aims. And this is a retailer that has been working on its multi-channel offering since it started its on-line grocery home shopping service in the late 1990's!

The message is clear. Multi-channel is not a short-term objective. It requires time, investment in people with the right skill sets, good CRM systems and the implementation of new propositions such as click & collect. Equally importantly, it needs the right internal culture, cascaded from the top right through to store and warehouse staff. And let's not forget: the store itself is a very important asset in this offering. More needs to be done to turn basic stores into shopping destinations. And you can't have a destination store without an excellent client service.

A challenge? Certainly. But one that is necessary to take on if one is to survive the revolutionary change that is engulfing the industry.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing