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Retailers discuss importance of multichannel at Wincor World 2012

October 23, 2012

Multichannel retailing remains a focus for global retailers, according to a post on fashionunited.co.uk, as stores fight to boost relevance by enhancing the customer experience in-store.

John Osborne, general manager for research and development at Kroger, said at Wincor World 2012 in Germany last week, "We want customers to be able to build their shopping list at home and to then come into store and have an independent experience. I need to be able to walk into a store with my mobile device and get a unique experience."

Osborne said that Kroger needs to know its shoppers' history and preferences and then use that knowledge to "make sure we're providing a service that they then see as a benefit," the article reported.

Richard Feest, Head of IT at Anglia Co-operative, added, "Customers need to feel valued. We've got to make it easy for them to interact with us. I need the data back to see what they've purchased, when they purchased ... so we can upsell. The more information we have about our customers, and use technology to interact with them to get more data in, then we can work out the best way to engage with them."

Read more about multichannel retailing.