SOCIAL BUSINESS

Successful Retail Requires Support for Cross-Channel Sales

Michael Steinhart | Date: 02-21-12 | Comments

Sales that happen across several cross-channel commerce �touch-points� are rising in frequency and leading to higher revenues and deeper customer relationships � that is - for retailers that actually get it right.

Consumers have a wide range of choices when they�re shopping. They can interact with a single retailer in a physical store or online via computer, smartphone, or tablet. Each of these experiences requires different technologies, yet must be supported by integrated analytics.

It�s also important to remember that customers have more options than ever before, and they can take their business to a competitor with one mouse-click. That�s why retailers have to make sure the cross-channel experience is seamless, comfortable, and customer-focused at every step.

What kinds of features do customers expect in a cross-channel retail relationship? > Kiosks and point-of-sale systems that remember the customer�s past purchases and preferences

> The ability to buy online and pick up the item in a nearby store on the same day

> Free shipping to the nearest store > Expedited shipping for an additional fee

> Automatic search of other store locations if an item is out of stock

> Order tracking for items coming to the store > Returns across any channel

> A clearly marked pickup area for shipped items

> Flexible pickup policies, so shoppers can send other people to pick up items.

On the back end, retailers need to make sure their transaction management and CRM systems work across all these platforms and collect and share information smoothly. Software suites such as IBM WebSphere Commerce can help streamline and unify these processes.

One retailer that earned several awards for its customer service in 2011 is Urban Outfitters. Sales representatives carry mobile devices with them as they assist customers, so they can suggest complementary items, offer accessories, and even check the customers out � without having to consult a stationary computer or cash register.

Innovative programs like these move the customer interaction from point-of-sale to point-of-interest, and they increase the speed of sales, which means retailers can move more merchandise and increase revenues. As a bonus, customers like it, too, and happy customers are repeat customers.

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