What is multi-channel retailing
- IS: Operating a single retail organisation that has multiple touch points
- Clear benefits in offering more integrated channels to the end-user.
And only the future will set limits for the number of touch points. Meaning that inventions will create new ways of communicating with customers, making business and doing fulfillment - for an even more convenient and integrated shopping experience.
Today the two major channels are physical retail stores and PC browser based Internet shopping and browsing. Customers can easily be browsers on the web and purchasing customers in the retail store. Then the web in influencing the purchase – which will be reality for 38% of all retail purchases in 2012 regarding to Forrester.
Besides the primary browsing and purchasing touch points resides in store eKiosks and mobile devices as well as mail-order catalogues. The printed catalogues are today used as online purchase drivers with nearly 70% of all orders coming from catalogues being typed in online (meaning huge reduced callcenter costs). eKiosks are used in stores for inspiration to marketing material and for purchases. Mobile devices are primarily used for customer service follow up and fulfillment – “Your online ordered parcel has now arrived to your local store” and so on.