In-store Collaboration
The maturation of multi-channel commerce
More and more retailers are realizing the benefits of
multi-channel retailing. Leveraging brand equity in multiple
touchpoints has been proven to drive loyalty and interaction
among consumers. With trends clearly showing the Internet as the
core component to pre-purchase research, brick and mortar brands
can ill-afford to take a wait and see approach as it relates to
core multi-channel offerings.
Three core enhancements must be executed flawlessly to have true
multi-channel integration:
* In-store associate kiosks
Leveraging the eCommerce store within an in-store environment
solves fundamental out of stock situations, provides a new
channel for up/cross selling, and maximizes profitability per
square foot.
* In-store pickup
Incorporating buy online and pickup in-store functionality
eliminates the barrier of shipping in the online sales equation.
With shipping costs being the number one driver to why shoppers
choose to not purchase online - this initiative help reduce key
customer based purchase inhibitors while drive incremental sales
in-store traffic. The solution also provides added convenience
and satisfaction to the consumer, as they no longer have to wait
to receive their merchandise.
* In-store returns
Returning products that were bought online, in-store, can bring
many back-end technology bottlenecks to the radar screen.
Forward thinking retailers must accurately map their order
processing and inventory data to empower service associates with
the data they need to reconcile and close the transaction
efficiently at the POS.
Slow processing and a poor return experience will virtually
erode a consumer relationship that was costly to start and
maintain.
Getting your organization on board with change
Convincing company executives that these initiatives deliver ROI
may be challenging, but that challenge pales in comparison to
what is faced in your store network. The perspective change
within the rank and file employees in your organization will
prove to be your most daunting task as it relates to these
initiatives.
Within all three of the solutions above, the web transaction
integrates with the physical store. The store is the final piece
of the puzzle in all three scenarios, making it the most crucial
element to deliver a proper transaction. If your employees do
not execute properly on this level, the result will be an
un-utilized solution, or even worse, a customer perspective that
your employees are incompetent.
The key is getting your employees aligned with multi-channel
change. This happens by driving two key operational strategies
in conjunction with a multi-channel technology solution.
* Training
Store managers must take the lead in understanding multi-channel
solutions, while leading efforts to replicate this knowledge
among customer-facing employees.
Prior to solution launch, be sure to communicate the internal
and external value among the manager base, create a solution
handbook for employee questions, and bring managers in to the
home office for a