The relationship between online and physical retailing has long been debated, and as a shopping centre group you may think you know where Westfield stands on the issue.
The relationship between online and physical retailing has long been debated, and as a shopping centre group you may think you know where Westfield stands on the issue. But our digital strategy has always reflected the belief that digital and physical shopping are not separate silos cannibalising the other, but instead mutually supportive platforms for retailers and shopping centres.
As a shopping centre that prides itself on responding to its customers’ needs, Westfield has always invested in developing digital shopping experiences. From the completely customisable Westfield App which launched last year, to Westfield Labs, the global digital laboratory researching how to converge online consumers with physical retail outlets, we are working to give our customers the shopping experience they desire.
This week we reveal the next step in our strategy. Westfield London has become the first click and collect hub that includes a dedicated service area complete with fitting rooms – allowing shoppers to try on and return purchases immediately. Collect+@Westfield is being delivered in partnership with leading delivery and returns service Collect+, which provides shoppers with access to leading online and in store retailers including Topshop, House of Fraser, ASOS and Amazon.
Tackling the issue of delivery and returns has been a challenge for online retailing since its advent, with numerous pieces of research showing that customers are often put off by the process. Retailers and service providers such as Collect+ have made great strides in resolving this issue and the growth of click and collect noted by retailers including John Lewis and Next over Christmas is testament to their success.
At the heart of this success has been the desire by retailers to make shopping as convenient as possible – something that has been influencing both physical and online retailer strategies for a number of years now. The launch of our service takes the convenient shopper journey a step further, giving shoppers the opportunity to not only pick up their online purchases in a convenient location but also to try them on and return them, there and then.
Consumers are increasingly asking for solutions in bricks and mortar to help them overcome the issues with online. For Westfield, we will continue to focus our efforts on creating technology solutions to improve the customer shopping experience and drive sales opportunities for our retailers.
- Myf Ryan is marketing director at Westfield
No comments yet