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Date:27 November 2012

Digital channels key for the future of retailing

Andrew McClelland, Managing Director at IMRG, said, “As these figures reveal, achieving a fully integrated multichannel solution poses a significant challenge for retailers due to the sheer range and diversity of channels through which consumers expect to have a high quality, consistent experience. The squeeze on budgets and pace of technological change means that consumers are able to adopt new devices far quicker than they can be accommodated into a retailer’s offering. Each brand has its own specific customer base and inevitably some channels will receive greater focus than others, but each brand also has its own unique identity; ensuring that the essence of that identity is communicated in some way across all touch-points may represent a firm step toward full integration as far as the consumer is concerned.”