The Online Shopper’s Journey – Are you maximising opportunities at every stage?

A recent report analysed 200 multichannel retailers across nine sectors, including fashion, health and beauty, home and furniture, arts and crafts and more. This report set out to determine how these retailers scored across the five identified stages of the customer journey:

  1. Browsing
  2. Consideration
  3. Buying
  4. Collection/Delivery
  5. Returns

In this blog we’ll take a look at the latest trends and technologies and how they are being used by retailers to maximise opportunities at each phase of the buying process.

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Why multi-store shouldn’t mean disparate systems

Retailers who have multiple outlets and sales channels know that there significant economies of scale to be gained from expanding a successful business across multiple locations. As any franchisor and they’ll tell you, once you have discovered a recipe for success, you can replicate it almost anywhere. You can pool your resources, centralise purchasing and distribution and just about every other business function you can think of. However, one vital component which is often overlooked as a business begins to expand is the retail management system.

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