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Consumers are growing to become channel-hybrid and this means that they are likely to use various channels in order to buy one single product. Unifying channels is still a major challenge for retailers. While some are investing millions to achieve their objectives, others running on a restricted budget are opting for a step-by-step transformation.
Here is the tricky part on the second approach – opting for step-by-step might lead to choosing cheaper shorter-term solutions that will not have the ability to scale as activity increases. As those solutions reach their limits, they are often trashed at that point and the amount spent on it is written off as a scrap value.
At Proximis, we believe technological progress should not generate liabilities but instead rapid return on investment. Moreover, we believe that a strategic piece of software within a company should have a long-life cycle.
Whether your e-shop, or store, or social media pages attract most of your traffic today, make sure that irrespective of the starting point of the consumer journey, consumers will not face any friction as they move from one channel to another. Friction can arise in various ways for instance, adding one product to a cart for Pay-and-Collect in store delivery and adding to the same cart another product for home delivery to eventually be unable to convert the cart because of two incompatible delivery methods. Another example of friction would be the inability to purchase a product seen in store, online. As consumers navigate through many channels, it is crucial to meet their expectations at every touch point and deliver a seamless experience across channels.