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Video: Cross-channel retailing a winning strategy in fashion


As the multichannel expert for BT Expedite, I believe passionately that retailers that join up their various customer touchpoints (Store, Web, Mobile, Call-centre, Email, Social etc) and provide great customer service and brand experience across these touchpoints are on to a winning strategy. Data to back this up in fashion/apparel has been relatively sparse however.

As a result, we have spent some time recently looking at the results our customers are achieving. For several years, we have been helping retailers such as Aurora Fashions, Thomas Pink, JJB Sports, New Look and, Lyle & Scott to launch cross-channel programmes using our Integrated Store and Integrated mobile/social solutions. This data pool is now large enough to enabled us to draw some conclusions. Some of the data and trends we picked out include:

• Click & collect boosts on-line orders by at least ten per cent with some retailers achieving >30 per cent uplift. This is incremental to year-on-year increases in web sales typically in excess of 20 per cent
• Best in class retailers are seeing >60 per cent upsell once a customer is in-store to collect their order • Transactions through Mobile and Social touchpoints, whilst still low, are increasing at an exponential rate.

These are hard benefits, there are many soft benefits of this cross-channel retail approach including improved customer loyalty and increased staff engagement. You can find out a little bit more directly from our customers Meg Lustman, Managing Director from Warehouse and Jonathan Heilbron, CEO from Thomas Pink in the video below:

Published on Wednesday 28 September by Editorial Assistant

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