Multichannel retailing explained

Multichannel retailing means offering your customers more than one way to buy your products - for example, from a Web site or catalogue as well as in retail stores.

Sometimes known as "brick, click, and flip" as well as offering the customer more options, multichannel provides you with more opportunites to interact with your customers, for example collecting personal details that you can use in future promotions and branding.

Studies have shown that retailers who invest in multichannel see increases in average customer spend of 30% or more.

An integrated system is the key

Multichannel retailing can take your business to another level - however you need to optimise your systems or you may end up with an unmanageable mess and alienate your client base.

With separate systems, there is a danger that each channel will compete with the other in a way that loses business overall. Customers may be discouraged if they are bombarded with mixed messages on price, availability, delivery and stock information from each channel. Without co-ordination of stock control you may experience stock-outs and missed orders and valuable time will be soaked up keeping multiple systems up to date.

The harmonisation of the channels create huge improvements in purchasing, customer service, stock control and ultimately sales. An integrated system is the key to providing a seamless customer experience.

Sparkstone Retail enables retailers to sell to across the following channels using one integrated database.

• Multiple ecommerce sites
• EPOs
• Trade counter
• Catalogue Mail and Telephone orders
• Business sales orders
• Workshops
• Rentals
• Hospitality

Customers needs are becoming more and more sophisticated. Sparkstone multichannel allows you to exceed their expectations and enjoy the competitive advantage.Find out how.