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Tesco rolls out multichannel initiative in-store

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Tesco is making its full F+F clothing range available for purchase in-store via new transactional kiosks in three of its UK supermarkets.

The kiosks, which are powered by digital commerce specialist Venda, will allow customers to purchase products, view stock availability and receive promotional offers relevant to their product searches. Chip-and-pin payment facilities are also installed into the kiosks to ensure secure transactions, without the need to input additional billing details.

Andrew Beale, head of multichannel and digital development for F&F Clothing, said: “We recognised that it didn’t make sense for customers to interrupt their shopping experience if they can’t find what they’re looking for in-store - having to search again for that item again online when they’re at home.

“The introduction of the in-store technology effectively brought together our online and in-store offering and allowed customers to make purchases instantly – even if their products weren’t immediately available.” The kiosks will be available on a trial basis as Tesco tests the growing multichannel market.

The initiative, which plugs into Venda’s SaaS-based commerce platform, will enable consumers to buy items that are out of stock or not available in that branch, with the option for home delivery or to collect purchases from the store at a later date.

Rival grocer Asda said it expected 75 per cent of its customers to shop across bricks and clicks this Christmas, signalling an important shift towards multichannel among its shoppers.

The initial trial in three stores will run across the UK in Coventry, Woolwich and Pitsea.

Published on Friday 19 July by Editorial Assistant

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