Multichannel

Multichannel? Integrated multichannel? Cross channel?

Call it what you like. For us, it is all about the single product, single customer, single brand. Regardless of where the customer shops the experience is seamless, the relationship continuous and the brand singular and reinforced.

But it is not just about the customer front end experience, it is equally important to remember the back end, the behind the scenes processes that must be in place to support an engaging customer journey. Single view of inventory, effective fulfilment options, cross-channel capabilities such as click & collect, precise customer communication, returns management – these processes can make or break the customer experience, or indeed whether they actually buy from you.

That’s why best practice process and integration is as important as a well-designed website or store POS with all the bells and whistles. In short, integrated selling plus integrated service will result in enhanced performance.

Taking advantage of cross channel retailing

The benefits and demands of cross channel retailing are clear:

Your e-commerce store grows faster than any of your stores on the high street. You need to support this growth with systems that work flawlessly.
Your customers are shopping in new ways, taking control of how they interact with you: researching on the web; embracing innovations like click and collect that meet the requirements of their busy lifestyles. You need to be ready for these changes.
Your cross channel shoppers are worth a lot more than those who only shop online or in store. You need to get a 360 degree view of your customers' purchases.
Your future sales from mobile customers will be driven by your
e-commerce platform. So you need to choose an engine that will be future-ready.

Your Webstore

BT Expedite's e-commerce division, BT Fresca, provides fully managed and hosted e-commerce services to over 20 retailers and e-tailers including Mosaic Fashions (whose brands include Oasis, Karen Millen, Warehouse, Shoe Studio, Principles and Coast), Thomas Pink, Great Little Trading Co., Habitat, Moss, Whistles, Phase Eight and Harvey Nichols.

Your Customers

To understand your customers' value and support their demands across your channels you need solutions that are cross channel enabled. For example, our Customer Relationship Management (CRM) solution lets you consolidate purchases from your stores, catalogue, Web and call centre so you know the true value of your customer.

Your future