Multi-channel ‘the only way’

“Australian retailers have failed to put sufficient emphasis on the value proposition to capture the customer in different stages of buying,” writes Tom Frazier in a comment on Stuart Bennie’s popular thinkpiece on InsideRetail.com.au.

Frazier says retailers who adopt a brand extension or replacement strategy as Bennie advocates in his column will find that course will deliver marginal value today but be detrimental to the business in the long run.

“I believe the focus here needs to be on empowering the customer… I believe it is the unique proposition in each channel to capture a customer during that moment of the sales funnel,” writes Frazier.

“Most people shop online and in store. Pre-shop is mostly online and (consumers) often compare when at a physical store. Sometimes those roles are reversed with a great item found in a store that translates to a search online for a bit cheaper or in a different variation (like colour).”

His advice to bricks-and-mortar stores: use your advantages to your advantage…

“You have customer facing staff so provide excellent customer service. You have footprint so use it primarily to sell not to show racks of inventory that doesn’t interest me.

“Focus on getting customers in the door through a unique experience, under promise and then over deliver.”

Frazier shares a personal experience with Australian fashion retailer Farage to emphasise his point.

“One day I wanted to buy a shirt from Farage and it was out of stock. The woman in the store asked me if I was in their system and I said yes. She put a note about my enquiry in the account details. A week later I got a call saying they now had it in stock waiting reserved with my name on it and (there was) no pressure to buy.

“I went back in with a friend and ended up purchasing another item instead and my friend bought something as well. Several days later I received a hand written thank you card in the mail from the very woman who assisted me both times and called me.

“Yes, you read that correctly a hand written thank you card in the mail with unique details about our interaction.

“Farage has proven to me that they understand the value (and cost) of customer service, the value (and premium) of the retail experience and how to engage me in true multi-channel: email newsletter about an item, website pre-shop, in store service, phone followup and physical mail.

“ALL retailers in Australia can learn a thing or two from my Farage experience and how multi-channel sales and marketing will deliver long term value through customer loyalty,” concluded Frazier.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.