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Viewpoint Delivering


a consistent brand experience online and in store?


Tony Lawes, Managing Director of Sub2 Technologies talks to A1 Retail about delivering a consistent brand experience online and in store.


Brands have spent decades honing and perfecting the in store experience. For years we have recognised the importance of merchandising and the impact that sales staff can have on the outcome of a sale. Online the story is a little different. Websites regularly show out of stock items and generic displays of products that are irrelevant to the visitor – effectively the equivalent of leaving empty rails and having stores with insufficient sales staff. Unfortunately this often leaves customers confused about a brand, or worse, abandoning a planned purchase because they feel let down by a particular channel. So how can we start to deliver a consistent experience across channels? The answer is more straightforward than many brands think.


Combining technology and data to deliver results


As businesses, we collect more data than ever before and for the first time ever we have the right combination of technology and data available to us to deliver a consistent experience in store and online. For example, we can use purchasing data collected in store, via call centres and online and use this insight to show the customer that we recognise and understand them by offering a truly personalised experience from the moment they visit the homepage of the website. We can now easily tailor the products that are displayed to each customer, effectively offering a personal shopper experience online. We also have the ability to tailor the promotions offered. For example, giving 20% off to customers who are offer‐led, or giving a free personal shopping


experience to those customers who browse online but always complete the purchase in store. The possibilities for creating a consistent and intelligent experience with brands are endless. The key is to get started and think about how your customers come into contact with your brand and how you can improve the experience by using the insight that you have on each and every customer. A level playing field The best part is that the barriers to entry have been removed, with simple plug and play technology becoming available that will allow brands to access this sort of technology with no capital investment. Brands large and small now have the opportunity to personalise every touch point and use the information gathered from every channel to drive a personal and relevant communication, whether they are communicating with us via our website, stores, call centre or email.


Contact Sub2 Technologies +44 (0)207 665 8222 www.sub2tech.com


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