Ahead of this year’s InternetRetailing Expo (IRX 2016), we’re previewing event highlights and interviewing speakers. Today we talk to Katrina Jamieson, digital director at Halfords , on thinking beyond channels.
Internet Retailing: What, in your view, is the biggest challenge involved in adapting a
traditional retail organisation to multichannel?
Katrina Jamieson, digital director at Halfords: Ensuring all KPIs (key performance indicators) are aligned. Retail is simple as long as everyone is looking towards the same goals – it should never be online vs stores. Don’t be tempted to go overboard on embracing technology for technology’s sake. Every customer has a mobile phone, for instance, so make it simple for customers. Ensure every change is better for customers, easier for colleagues and
ideally faster than the competition.
IR: Is this something that Halfords faced – and how did you overcome it?
KJ: Halfords was an early adopter of reserve and collect (collect in 1 hour
along with Argos) and was very early to mobile. This has meant we have never had a culture of online vs stores as our proportion of click and collect sales is so high and leading against other retailers who are currently growing their
click and collect offer.
IR: What is the biggest single benefit of the move towards multichannel?
KJ: Our stores embrace online as a footfall driver and an opportunity to either add a service to an online purchase such as bike build or a car bulb fit or an opportunity for “add on” product sales.
IR: How do you see multichannel developing in the future?
KJ: It will be important to stay focussed on the customer, enhancing the offer for your current customers and acquiring new customers. As a specialist retailer we have a unique blend of ordering a product online and adding a service in the store, so bricks and clicks naturally come together well.
IR: Apart from taking part in this panel, what are you most looking forward to at IRX 2016?
KJ: Learning and embracing new ideas by listening to other retail challenges and the way they have overcome them.
Katrina Jamieson is speaking in the Insight & Experience conference on April 27 2016 at IRX 2016, at Birmingham’s NEC. She is a member of the panel for the discussion, Thinking Beyond Channels to Deepen Brand Connections, which will take place at 1pm. Find out more about the discussion here, and more about IRX 2016 here. Register to visit the show for free here.