INTERNET RETAILING IN STORE - SCORE 6/25
REETA JUNANKAR, CONSULTING MANAGER, JAVELIN GROUP
Having just re-launched their website with the help of Javelin Group, Majestic are yet to turn their hand to the use of digital in their stores. To date, the in-store experience has very much been about best-in-class customer service and deep wine expertise delivered face-to-face via highly skilled staff rather than a reliance on kiosks or any sophisticated in-store technology.
Digital is starting to be incorporated into stores through mobile, as product labels promote QR codes that link to the new website, where customers can view product details and access a wealth of online customer reviews. The business is already fairly multichannel so customers can order using Click & Collect as well as order in-store for home delivery (through the existing retail systems). Customers can also select their local store while browsing online so that offers and products presented are consistent should they visit their local branch.
Looking to the future there is certainly lots of opportunity to include further digital elements like kiosks, apps and digital signage into the stores; enabling customers to interact with the wealth of product data and select their own wines based on different criteria. This could enable Majestic to access a wider group of customers who may feel out of their depth talking to customer service advisors about wine choices.