20 multiCHANNEL
MULTICHANNEL:thE
Despite the ever-growing popularity of online shopping, the industry still face challenges
overcome these challenges from a number of industry experts for its annual multichannel retailing and agreed that the biggest issue facing retailers today “2013 will be the
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year retailers unify their customer information,” according to Bruce Journey, managing director digital marketing management platform provider DataXu holistic view of how customers behave in a store, on their smartphones or tablets and on websites, retailers can better market and sell to their core customer base while also Journey also said technology would be
are now able to tailor their marketing to the individual level, and can create a comprehensive strategy that streamlines
debut (p22), retail success and even survival, depends on how well retailers take advantage of not only unifying technology at the back already got a decent website, but most still struggle along with an assortment of different integration,” commented harry manley, managing director of microsoft Dynamics
RETAIL TECHNOLOGY march/april 2013
etail Technology canvassed opinion on how to
“Solutions such as NFc are a good start, but limited to those with a certain type of handset and the customer should be able to browse and pay for goods wherever they are to support the right now, there are many competing solutions in the market, so an industry
in an early development phase, the ability to browse for goods anytime
driven programmatic media buying,manley observed that those retailers starting out online, as opposed to on the high Street, started out as direct marketers and dotcoms tend to have simpler it infrastructure, allowing them to continually innovate more easily and to adopt the latest thinking in terms of search engine optimisation (SEO), promotion, navigation, marketplaces, analytics, social networking and customer unifying disparate business systems to
business and its customers has also only become a more complex challenge in the higginson, digital channel vice president in Europe at pitney Bowes, pointed out, “the key to pushing this forward and increasing its adoption will be mobile payments – a challenge i see in the next
this was a key issue for howard langer, head of pricing and promotions at itim in 2013 should be on routing orders much more ways of ordering including – ‘click & channels including – web, app and via instore mobile devices, so maintaining visibility of their langer also agreed that promotions will
retailers will need to improve in their planning tailored prices to consumers through coupons, provide individual customers with the correct there is a clear consensus among the experts that retailers who take advantage of these technologies – like those featured in the next
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