What challenges do multichannel leaders face in 2013?
Multichannel leaders face considerable challenges.
A report by HR provider Penna, Mindset of the Multichannel Leader, says creating a consistent and engaging experience for the customer across all points of contact is proving to be a sticking point.
Penna head of retail Karen Richards says it’s a difficult task to ensure continuity across all channels. She says: “The whole experience, from branding to in-store customer service, mobile apps to website home pages, has to be consistent for the customer to engage effectively.”
Making sure all back-office functions are linked is another challenge. Richards says: “Customers who add items to their shopping basket using their mobile device expect them to still be there by the time they get to work and switch on their computer. Multichannel bosses have to make sure the technology they deploy can do this.”
She adds customers will increasingly demand cross-channel services. If a shopper buys something online, for instance, they want to be able to take it back to a shop if they need to return it. “It is crucial to ensure that customer needs are met,” Richards says.
Many retailers are also considering rolling out free wi-fi to tempt customers into store. But this is not without its challenges – it might, for instance, encourage customers to compare prices online. Richards says: “Multichannel leaders need to be prepared for online price battles and also to think about their stance on pricing if it differs between in-store and online.”
No comments yet