As retailers approach the start of the Christmas shopping season, many may be feeling anxious about the weeks and months ahead, particularly with the ongoing debate over a double dip recession, reports that disposal income is at an all time low and that August was the worst month on the high street since 2009.
Despite the doom and gloom however, experts at CTS Retail are encouraging retailers to review their multi-channel strategy and find ways to capitalise on impulse behaviour and lock in custom early through combining smart online strategies with their high street offering.
Fiona Cowlam, retail marketing manager at CTS Retail believes that the move by John Lewis reinforces the growing importance that the industry is placing on utilising online channels not just as an additional revenue stream but to actually drive traffic into store too.
Cowlam says, “In the current environment, a seamless integration between online and bricks & mortar offerings is key to building customer loyalty and maximizing sales opportunities. Industry recognised statistics show that retailers can expect to see an increase of 7% in overall sales when they include a web store as part of their retail estate, plus increased footfall of 22% in store. This has been made even more apparent in the John Lewis case, as they plan to double their collection points making the click and collect the preferred method of purchase. What is clear is that the customer experience is driving these decisions and retailers need to remain focused on the ways in which they can deliver an exceptional customer experience and employ tactics that help them achieve that.”
*- http://www.retailgazette.co.uk/articles/12424-john-lewis-grows-click-collect-through-waitrose
Despite the doom and gloom however, experts at CTS Retail are encouraging retailers to review their multi-channel strategy and find ways to capitalise on impulse behaviour and lock in custom early through combining smart online strategies with their high street offering.
Fiona Cowlam, retail marketing manager at CTS Retail believes that the move by John Lewis reinforces the growing importance that the industry is placing on utilising online channels not just as an additional revenue stream but to actually drive traffic into store too.
Cowlam says, “In the current environment, a seamless integration between online and bricks & mortar offerings is key to building customer loyalty and maximizing sales opportunities. Industry recognised statistics show that retailers can expect to see an increase of 7% in overall sales when they include a web store as part of their retail estate, plus increased footfall of 22% in store. This has been made even more apparent in the John Lewis case, as they plan to double their collection points making the click and collect the preferred method of purchase. What is clear is that the customer experience is driving these decisions and retailers need to remain focused on the ways in which they can deliver an exceptional customer experience and employ tactics that help them achieve that.”
*- http://www.retailgazette.co.uk/articles/12424-john-lewis-grows-click-collect-through-waitrose