EDITORIAL From The Perfume Shop and Ocado to French Connection and The Co-op: how leading retailers are rethinking the customer experience

In today’s InternetRetailing newsletter we’re reporting as leading retailers continue to reshape their businesses in search of an improved customer experience. The importance of improving the customer experience is highlighted in the first figures reported by Ocado Retail, since becoming jointly-owned by Ocado and Marks & Spencer. French Connection is also emphasising the user experience, especially on mobile, as its customers increase the proportion they buy from it online – while also buying its goods from third-party online retailers – as it continues to scale back its store estate. The fashion business is spending more on digital marketing, while delivering more personalised communications in order to deliver that mobile boost.

The Perfume Shop, meanwhile, is focusing on sensory experiences as it launches a new concept store in Sheffield this week. We have details of how visitors will be able to explore fragrances in different ways while also personalising their purchases. And Aldi is focusing on the experience of delivery as it launches a three-year partnership with AO Logistics to carry its more bulky special buys. From our European coverage we also have the story of how German supermarket chain REWE is now offering same-day delivery in eight cities. 

We stay on the theme of the customer experience in in today’s IRC preview, where we hear from Chris Conway of The Co-operative Group on how the retailer is working to focus on the customer rather than on the channel – and about some of the practical steps it’s taking to do that.

Today’s guest comment comes from Björn Darko of Searchmetrics, who has seven tips for a successful peak trading SEO campaign.