Don’t be afraid of the web!

So we’re apparently out of a recession, and Christmas trading was up for most retail businesses (both on and offline), but I can’t help thinking that many retailers still aren’t taking advantage of their multi-channel…let’s go back to December 2009 to show you why…

 It was a cold and rainy day in London and like any bad wife I had about 3 days to buy my husband’s birthday present-a pair of trendy trainers.  I wasn’t panicked, plenty of time, right?  I toddled down to Carnaby Street one lunch-time, was soaked by the time I got there, but I found the perfect pair-excellent!  Unfortunately, not in the right size!   The place was heaving, I asked them to phone other stores, but it was taking a while, so I started to do something crazy.  I was in the shop browsing their e-commerce site on my iPhone.  Apart from being a woman possessed because I’d been waiting for 20 minutes, I was doing what so many e-commerce shoppers do-checking out the goods in the shop, but with no intention of buying them there.  OK, so I was desperate, I opted to schlep to the Covent Garden store the next day, but the hassle didn’t do wonders for my experience as a customer.  In the online world that I’m used to, things get delivered to me!

 Maybe it’s because I’m an e-commerce geek but I just couldn’t stop thinking how many stores could take advantage of their e-tail channel to boost sales.  Had there been a self-service terminal in the shop, I would have bought them there and then: The store gets their commission, the business gets a sale and I’m a happy customer-everybody wins; plus I don’t have to carry a huge box of size 9’s on the hellish commute home. 

 Some retailers have embraced the multi-channel well.  Apple for one, have got this pretty sewn up and there are other retailers such as Argos, that have been quick to marry online with offline by enabling shoppers to reserve online and collect in-store.

 To truly merge the real and virtual worlds of retail, there’s no denying that the technology needed has to be clever, but it can be done and wouldn’t it be great for shoppers and the industry if, instead of killing off the high-street, e-commerce could help save it?