December 01, 2014 Opinion piece
On Wednesday last week I chaired a panel at the Retail Bulletin Omnichannel Summit 2014.
- Gina Deeble, Director of Multi-Channel Planning & Commerce, QVC UK
- Dean Wyatt, VP Development, DHL Supply Chain
- Spencer Chapman, Programme Director - Digital Multi-Channel, The Post Office
What does the face of omnichannel look like in the future?
Technology has transformed the modern customer, who is now driving what’s going on in retail. While the customer has led the way in the great upheaval brought about by digital, retailers have not been left behind; just think of interactive shop windows or the expansion of fulfilment into car parks and train stations for example.
The exact definition of ‘omnichannel’ is something that can be debated at length, but it is probably useful to think about it as the evolution of operating through multiple channels to the provision of a seamless, non-channel-specific approach to customer experience.
5 things we learnt about the future face of omnichannel
- Omnichannel is a good thing - the fact that customers have adopted web and mobile technology so willingly was seen as a positive, despite the challenges, as it has enabled the development of emotional connections. Building on these connections will frame the face of omnichannel going forward.
- Click and collect is challenging the rules - it may be growing in popularity but click and collect reverses the approach carriers have taken to online fulfilment to date. Previously, best practice included making as few delivery journeys and filling the truck as much as possible, but click and collect is about rapid movement and increased journey volumes.
- Showrooming in its many guises is here to stay - whatever the future holds however, it is nothing to be feared and does present a unique opportunity to provide people in-store with an experience relevant to the digital age.
- We will continue to get personal - the prominence of personalisation for all experiences will remain key and grow in importance, whatever the context of the interaction.
- Customer service should be good, not omni - customer demand for support services can experience peaks throughout the year and it is important to put systems in place to handle this appropriately and effectively, rather than offering through all channels at all times as a matter of course and doing some badly.
Comment by David Smith, Solutions Manager - Digital, GS1 UK (+44 (0)207 092 3577 / david.smith@gs1uk.org).
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