Q: To what extent is customer loyalty dependent on a strong multichannel strategy?

A: An online presence has become a necessity for most successful retailers.

No longer seen as a separate entity from the physical store, however, retail websites must be consistent in their branding and messaging. In addition, retailers are now embracing social networking sites that offer unparalleled opportunities to reach a much wider audience. Sites such as Facebook and Twitter can be used to create online communities, building a loyal network of brand ambassadors, as well as providing a channel to reach customers with personalised and relevant offers.

Many retailers such as John Lewis have taken a step further by using their websites to encourage customers to give feedback to their services. This direct interaction with customers means the retailers can adapt their product or service to suit the intended audience, encouraging customers to connect with them and subsequently increase sales.

A powerful online presence is no longer just a ‘nice to have’, but an essential part of a retailer’s marketing planning, says Mike Spicer, chief executive at marketing agency Pulse Group.

He says: “Seamless integration of channels is key. Customers value the in-store experience, so the clever use of online channels, whether it is through the retailer’s website or its Facebook page, needs to be designed to deliver the same high level of customer service that they would receive in a physical store.”

Spicer says retailers that deliver online activity that complements the in-store experience will provide customers with a positive experience.

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