Piccadilly store visit June 2015
As a high end retailer with few stores and largely international customer base Fortnum & Mason is fully aware that they may have fewer chances to capture the customer in store but a strong opportunity to retain them online. As such communication of digital channels in store is relatively strong compared to other luxury retailers who tend to shy away from cluttering marketing material with omnichannel messaging. The Fortnum & Mason’s website URL and prompts to shop online are seen throughout the store, on the majority of point-of-sale materials, signage and at till points where they have leaflets and posters eagerly promoting the retailer’s brand new responsive website.
Given the requirement to engage customers digitally after their purchase, Fortnum & Mason products ensure that the website URL is prominent on the packaging. Boxes of chocolates, for example, have the URL printed not only on the back of the box but also on the individual wrappers, so that the website can be front of mind for customers post-purchase.
Digital in store is simple, and focused around a dedicated in-store ordering and customer service area that facilitates collection for click & collect items as well as staff-assisted ordering, a service that provides full access to the retailer’s website including the customer account.
The retailer has also tried to integrate social media activity with stores but in a more traditional form - there are numerous displays with campaign hashtags printed on them to encourage customers to engage. The new website houses editorial content and inspiring imagery, however there is little evidence of this being used to enrich the store environment through the use of digital screens or interactive displays as of yet, other than in the Tea department which has a ‘digital bible’ touch screen showcasing the teas available. While prices are displayed, the device is not transactional.
Looking forward, self-serve iPads or digital screens displaying rich content as well as further integration of a wide range of mobile capabilities would be welcome additions to the current digital retail strategy.