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.
The benefits and demands of cross channel retailing are clear:
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.
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.
To build your future you need a solid infrastructure and an e-commerce engine that will be ready to anticipate the fast-changing demands of your customers. Find out more about these key areas in the Webpages listed on the left or contact us.