Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
Site Menu
More
User Menu
More
Amplience
Mention Me
ProSKU
IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

You are in: > Home > Magazine > Magazine Articles

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Retail Review Next: in store score 14/25 – Pete Brown, Senior Consultant, Kurt Salmon

Linked InTwitterFacebookeCard

A paradox of modern retailing is that the growth in online sales has come at a time when customers are expecting even more from their in-store shopping experience.  Next is undergoing significant digital change to reconcile the increased pressure being exerted on its once superior supply chain.  In addition, the industry is predicting less than stellar performance from its annual results.  These challenges are then exacerbated by competition from online competitors, such as Amazon which is really upping its private label fashion credentials.  As such, multi-platform engagement is essential.

The Next website is well laid out and functional, mainly focusing attention on the homeware ranges rather than clothing lines. It is quite dated and lacks any eye-grabbing material, either through promotional lines or catalogued trends for the SS16 campaigns.

Alongside its uninspiring website, Next is consistent in delivering an equally practical but somewhat boring mobile-platform. It has an in-app locator and barcode scanner but these features are no longer exciting for customers. The layout facilitates a straightforward customer journey which at least makes the purchasing process easy to follow. The prices online are consistent with the store offering, however, they could do with linking this to a spring lookbook or combining with a well thought out up-selling process.

The in-store experience on the high street is typically best described as a “let down” for many retailers and Next is no exception. Although it does have large screens advertising product there is no way for the customer to interact with these, nor do they have a way for Next to interact with customers via its app. Next is doing well as a conservative British retailer but with the right digital strategy, it could increase its reach beyond its current demographic.

Digital Review - Score 14 / 25:

Collection in-store: 4



Mobile app: 3



Mobile web: 3



IPad app: 4



In-store tech: 0

Linked InTwitterFacebookeCard
Featured In
InternetRetailing Magazine – May 2016 – Issue 58 (IRM58)

InternetRetailing Magazine – May 2016 – Issue 58 (IRM58)

Featured In
InternetRetailing Magazine – May 2016 – Issue 58 (IRM58)

InternetRetailing Magazine – May 2016 – Issue 58 (IRM58)

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter