Editor's Comment

The Body Shop, Lego, Specsavers, and Boden: improving the cross-channel experience

In today’s InternetRetailing newsletter, we’re reporting as retailers take action to improve their performance across all their sales channels. While The Body Shop is moving to a mobile-first platform to serve shoppers across online channels, Boden is widening its focus from online selling to the high street, courtesy of John Lewis, and Specsavers is working to improve its in-store technology as it looks to provide seamless experiences across channels.

A look at IMRG figures out today explains the focus on mobile: the fact that shoppers are now spending more money via their smartphones is driving online growth. But the fact that most retail still happens in the store gives retailers such as Boden good reason to focus on the high street. Linking all of those channels up, as Specsavers, is now looking to do is the next stage of that evolution.

That’s the challenge that Lego looked to tackle when it set about developing its future shopping experience. We take a look at its approach.

We have timely advice on this subject from Adam Joseph of ChannelAdvisor who considers five areas that retailers and brands might concentrate on as they look to compete.

Webinars
Upcoming InternetRetailing webinars are from Greenlight Commerce, on how BHS relaunched online in just seven weeks, to be held at 2pm on May 4, and from inRiver on how retailers can shape their product marketing for the micromoment, to be held at 2pm on May 8.

Find out more about them and register for free on the InternetRetailing webinar page. You can also catch up with past webinars on the page: recent sessions have come from IBM Watson on using AI to improve the customer experience, and from SmartFocus and The Entertainer on using social to reach digital customers.

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