What is the role of the store in a multi channel world?

Date: 23/02/12

Location One Aldwych, London

Retailers talk about the future of the store

The IT directors of both Jaeger and Beaverbrooks spoke to a room full of retailers at Fieldworks Connections on May 24. What immediately became clear is that, while all retailers are on a journey when it comes to reaching customers through multiple channels, some have been clear for some time about the role of the store in this new world.

Both Jaeger and Beaverbrooks are committed to reaching their customers with the right products wherever they are, but they want to do it in a controlled and affordable fashion. In the stores, both are using technology in an integrated fashion in order to enhance the customer experience and make it rewarding for customers to visit. They both view technology as a way to enable the store to communicate with the wider world, other stores and head office, so that customers can find exactly what they want as quickly and easily as possible.