How Multichannel Priorities are Changing
More than 120 retailers have completed the survey so far, conducted with Unipart Logistics, and more than 90 per cent of respondents operate multiple channels – mostly stores and a website. It came as little surprise to the retailers who gathered for a breakfast roundtable to discuss the preliminary results that 86 per cent of those surveyed rated multichannel as either important or very important to their efforts to win and retain customers.
Some issues that have been covered previously in multichannel discussions seem to be less of a concern now. For example, handling returns efficiently and ensuring that staff understand the multichannel strategy were mentioned the least by retailers as their biggest multichannel challenge.