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33


What to do


“Retailers need to get their heads around not just having a great ecommerce platform but have to also focus on the role of their stores.”


with a problem like stores


Interview with Kate Franklin, former group marketing & omnichannel


director at Outdoor & Cycle Concepts Words by


Glynn Davis R


etailers have relied too much on technology as they have developed their online capability and this has been to the detriment of their stores, which should be part of fully


integrated multichannel operations. Kate Franklin, the former group marketing


& omnichannel director at Outdoor & Cycle Concepts, says retailers have focused on improved user experiences online with slick customer journeys but have not paid sufficient attention to the rest of their business. “From an omnichannel perspective they’ve


forgotten a whole load of other touchpoints such as fulfilment with in-store click and collect.


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