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Does multi-channel retail really deliver the goods? March 14, 2012

Posted by Mark Hillary in Current Affairs, IT Services.
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Call Centre Focus magazine recently published a survey of senior executives involved in retail with some interesting findings for those interested in how the multi-channel concept is changing retail.

A full 65 per cent of retailers believe their in-store experience defines their brand and over 50 per cent say it is the most profitable channel. Interestingly 70 per cent believe it delivers the highest level of customer service.

This shows some bias in favour of the high street store – better profits and better service, but the survey also showed that 98 per cent of retailers recognise that a broader multi-channel strategy is vital to remain competitive in the current market and 77 per cent of respondents stated their reason for pursuing a multi-channel strategy is to drive an increase in sales.

These are quite interesting statistics because they show an overwhelming support for the multi-channel concept as something that has to be done even though most of these executives see most of their branding, customer support, and profits coming from the traditional channels.

Over two-thirds of the survey respondents admit that their service levels are not consistent across all channels – so the experience with the brand will be very different depending on how the shopper engages.

Thomas Eggar is currently working on our own research in this area and we will be publishing our results soon, but based on the results of this other survey it would seem that retail executives are steering through uncharted waters.

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Photo by Graham Holliday licensed under Creative Commons

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