More than a decade on from when the internet first began to have an impact on retailers’ businesses, the majority of the UK’s biggest and best retailers now have a multichannel presence.

And far from leaving it at two channels, multichannel often now means many more, with catalogues making a comeback, call centres still important and even mobile channels beginning to be developed.

In addition, retailers are beginning to launch multiple online channels, with separate clearance sites, and in some cases also allowing customers to trade second-hand products through their site rather than leaving this market to eBay.

There seems to be little best practice to help a retailer run multiple channels – either from the point of view of who should manage what, or more fundamental questions about what retailers should be selling through which channels. Both of these issues are addressed in this supplement.

Even without this, the increased willingness of retailers to allow customers to shop using different channels, as well as using several channels to complete a single transaction, is having a real effect on not just the largest retailers but also smaller specialists. Take Hawkin’s Bazaar, mentioned on page 4. The games and entertainment retailer is thinking about creating the right service and customer experience for its multichannel customers with every decision it makes.

The final feature looks at the innovation taking place in the delivery market, as retailers aim to up their game with the service and convenience that they can provide to their customers once orders have been placed. After all, there is no point creating great channels and offering brilliant multichannel services if the delivery then lets you down.

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