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Editor’s Comment – IRUK Mobile & Cross Channel November 2018

Retail channels have multiplied in recent years. In addition to desktop and mobile websites, there’s now the ability to buy straight from social media posts, using a voice assistant and to enable smart devices to buy their own refills.

Connections and intersections between the channels have improved at the same time: click and collect is now not only commonly found but also improved upon, so that some traders enable shoppers to collect and try on their item, returning it immediately if need be.

Similarly, voice commerce intersects with new, fast delivery services that enable products to arrive in the moment when they’re most relevant to the customer’s needs.

In this IRUK Top500 Mobile & Cross-channel report, we’re examining how retailers enable their shoppers to engage with them – and how they ensure they have the information that they need to hand.

Our Strategic overview (page 8) sets the context, while Martin Shaw and Fernando Santos of InternetRetailing’s RetailX research division lay out their findings on how retailers perform in this area with two research focused features, starting with Analysing the Numbers on page 12.

Our New research features takes a look at what Generation Z shoppers want – and indeed expect – of the retailers that serve them. Our Emerging Practice feature (page 29) takes a look at how retailers and brands might go about shaping their strategies for the Internet of Things.

Best practice also comes to the fore in the 12 approaches to Mobile & Cross-channel feature on page 24. We take a detailed look, too, at the work of Sainsbury’s, eBay, Specsavers and M&S through a series of case studies, which is rounded out by an in-depth look at voice commerce with Paul Wilkinson of Tesco Labs.

You’ll also find the list of Top100 retailers that stand out in this area in this Dimension report, as well as our overall Top500. We hope you find this Dimension report useful. We look forward to hearing your feedback on this approach, as well as any ideas you may have for our future explorations of this subject.

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