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IRC 2015 Mark Felix of John Lewis on merchandising to the tech-savvy

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Each week in the run up to Internet Retailing Conference (IRC) 2015 we’re previewing the conference through a series of overviews of the day’s programme and through interviews with key speakers. Today we hear from Mark Felix, director, online trade at John Lewis , who will be speaking at IRC how to merchandise to the tech-savvy modern shopper.

Internet Retailing: You’ll be speaking at IRC 2015 about developing seamless multichannel customer journeys. What, in your experience, is the one thing the modern shopper most wants from their interactions with a multichannel retailer?

Mark Felix, director, online trade at John Lewis: Customers want an easy and hassle-free journey. Before the advent of multichannel retailing, customers wanted to find products easily, get more information and advice and be able to pay quickly. The priorities today haven’t changed but need to also be seamless both across channels and the multiple devices customers use. I think there is a lot more collectively we can do to achieve this.

IR: What one factor or approach would you single out as being particularly important to achieving a customer experience that works?

MF: I feel you must always look at the customer journey and remain disciplined and firm not to deviate from this due to technology or process.

IR: What is your single top priority for presenting products to the shopper, both online and across channels?

MF: My single priority would be clarity, to enable the customer to make a decision. In our shops, a key priority is knowledgeable Partners (staff) who can understand the customer, their needs and help guide and advise. Within online, we need to use imagery and content especially to help guide the customer and substitute for the lack of physical product in front of them.

IR: What are you most looking forward to at IRC 2015, beyond your own presentation?

MF: The depth and breadth of the day. I’m excited to be able to spend a whole day being able to hear and debate about new trends and the challenges we face in the market.

Mark Felix’s presentation, Merchandising for the Tech-Savvy Modern Shopper, is in Stream 2: Products and Services at IRC 2015 at 12.30pm. Find out more about the event, the conference line-up and the exhibition by visiting

We have 10 access-all-areas delegates passes to give away at IRC 2015. Read this story to find out how to enter.

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