How to adapt to multi-channel retailing

Posted by Khalil Ashong Key Account Manager, Consumer Electronics on 02-Sep-2021 08:57:54
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Traditional high street retailing, via bricks and mortar can be expensive as retailers need to continually refresh their stores and displays to offer consumers enhanced buying experiences to build brand loyalty. Many retailers have included Multi Channel Retailing (MCR) into their portfolio, expanding their reach to current and potential customers.

What is multi-channel retailing?

Traditional multi channels such as catalogues and telephone have been joined by the ‘virtual store’. But even internet retailing has evolved and expanded into other new channels such as, apps and social media selling, further enhancing the customer experience.

young woman shopping for fruits and vegetables in produce department of a grocery store supermarket

Over the past decade Bricks and Mortar retailing has experienced a considerable decline with the loss of many well-established High-Street retailers, whilst online retailing has experienced considerable growth especially during the pandemic where visiting a store was not an easy option.

According to Magento Commerce, UK shopping habits have changed with 52% shopping online more frequently. 62% of frequent online shoppers are spending more compared to 71% on average in other countries.

The expectations of today’s consumer not only include a seamless online purchase experience with secure payment methods but often free next day or same day delivery with free returns. Effectively managing these expectations is key to protecting brand loyalty and the growth for your business.

Retailers need multi-channel retail solution that is adaptable enough to meet the shift in consumer purchasing trends providing customers with flexible effective and efficient solutions.

Why change to a multi-channel approach?

Extending your selling channels makes your products more accessible to a wider audience and raises awareness of your brand within this crowded marketplace.

A Multi-Channel approach enables your brand to adapt quickly to changing market demands and manage your promotions and pricing instantly to maximise your profit margin.

The Challenge

Expanding your operation may seem daunting, but with an experienced logistics provider can help guide you through the transition to deliver an exceptional customer experience.

Consumers now have extremely high expectations for online purchases, a simple easy to use order and payment process are top of the agenda and speedy tracked deliveries are a must.

The returns process is now also just as important as the order process. For instance, online garment purchases do not provide the consumer with the benefit of try before you buy instore, resulting in approximately 40% returns. Managing these returns can be challenging so the returns process must be as accurate and efficient as the delivery process to avoid dissatisfaction. Any customer frustration at this point of the customer journey can damage brand loyalty. 25% of customers do not return to a brand as a result of poor customers service when dealing with returns, exchanges or refunds.

Customer contact

Today’s consumer expects the same level of customer service online that they would receive in a store, meaning an investment in a customer contact centre is necessary with access to up to-date, accurate information to resolve your customers’ queries.

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Topics: Supply Chain Solutions, Reverse Logistics, Multi-channel retailing

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