Its Web Related . Complete Web Design, Web Hosting, E-commerce, Internet Directory and Resources
Sponsor Login
 
 
You Are Here
submit your listing
   
  ItsWebRelated.com Resources
 
 
Ecommerce Resources
Credit Card Processing
Online Merchant Account - Costs and Alternatives
The Credit Card Question
Types of Merhcant Accounts
Prevent Online E-commerce Fraud
Moving the Money - Online Payment Options
General ECommerce Hosting
Evaluating E-commerce Hosting Plans
General ECommerce Basics
The 5 Biggest Mistakes Made by Home Businesses
Make Money Online without a Single Product on your Hand
Is The eBay Fee Increase Actually Good For Business?
Is Brick and Mortar A Passing Fad?
Do I Really Need A Business License and Tax ID?
eCommerce Fundamentals
In-store Collaboration
Canada and eCommerce
Ecommerce Hosting Considerations
ECommerce Security
Don't Fall For The Latest Internet Identity Theft Scam
SSL - The Indispensable Ecommerce Tool
Blogs and More
Blogs, Podcasting and RSS | eCommerce Impact
Miva Merchant Hosting
Search Engine Marketing for Miva Merchant 5
Building E-commerce Sites the Easy Way - Miva's Miva Merchant - Software Review - Evaluation
A Review of the New MIVA Merchant(tm) Version 5
Shopping Cart Features to Consider
Miva Merchant Web Design A More Affordable Ecommerce Method
Selling Online - Common Shopping Carts
Ecommerce Design
Achieving Good Ecommerce Design
Miva Hosting
Selling Online - Common Shopping Carts
Search Engine Marketing for Miva Merchant 5
Other Web Resource Areas:
Web Design Resources
Web Hosting Resources
Web Marketing and SEO Resources
Domain Registration Resources
Web Application Resources
Web Development Resources
Business Resources
Ecommerce Directories
Take advantage of our web design, web hosting, web marketing / SEO, and domain registration directories to find the best companies, best products and serivces that meet your needs.
Find them here:
Go There
Directory Sponsored by:
Forums
Share information, collaborate with others about your interests, etc..
 
Go There
 
 
In-store Collaboration
by Craig Smith | Published Feb. 16, 2006
 
Article Rating: 3 Stars ( based on 3 votes)
Text Preference:
small
large

For Print
Printable_version

The maturation of multi-channel commerce

More and more retailers are realizing the benefits of multi-channel retailing. Leveraging brand equity in multiple touchpoints has been proven to drive loyalty and interaction among consumers. With trends clearly showing the Internet as the core component to pre-purchase research, brick and mortar brands can ill-afford to take a wait and see approach as it relates to core multi-channel offerings.

Three core enhancements must be executed flawlessly to have true multi-channel integration:

 

* In-store associate kiosks

Leveraging the eCommerce store within an in-store environment solves fundamental out of stock situations, provides a new channel for up/cross selling, and maximizes profitability per square foot.

* In-store pickup

Incorporating buy online and pickup in-store functionality eliminates the barrier of shipping in the online sales equation. With shipping costs being the number one driver to why shoppers choose to not purchase online - this initiative help reduce key customer based purchase inhibitors while drive incremental sales in-store traffic. The solution also provides added convenience and satisfaction to the consumer, as they no longer have to wait to receive their merchandise.

* In-store returns

Returning products that were bought online, in-store, can bring many back-end technology bottlenecks to the radar screen. Forward thinking retailers must accurately map their order processing and inventory data to empower service associates with the data they need to reconcile and close the transaction efficiently at the POS.

Slow processing and a poor return experience will virtually erode a consumer relationship that was costly to start and maintain.

Getting your organization on board with change

Convincing company executives that these initiatives deliver ROI may be challenging, but that challenge pales in comparison to what is faced in your store network. The perspective change within the rank and file employees in your organization will prove to be your most daunting task as it relates to these initiatives.

 

 

Within all three of the solutions above, the web transaction integrates with the physical store. The store is the final piece of the puzzle in all three scenarios, making it the most crucial element to deliver a proper transaction. If your employees do not execute properly on this level, the result will be an un-utilized solution, or even worse, a customer perspective that your employees are incompetent.

The key is getting your employees aligned with multi-channel change. This happens by driving two key operational strategies in conjunction with a multi-channel technology solution.

* Training

Store managers must take the lead in understanding multi-channel solutions, while leading efforts to replicate this knowledge among customer-facing employees.

Prior to solution launch, be sure to communicate the internal and external value among the manager base, create a solution handbook for employee questions, and bring managers in to the home office for a ½ day workshop to become experts right before the solution goes live.

* Incentives

Employees must feel that the web-generated order still has some benefit to them. To drive accountability, some type of carrot must be given to ensure that employees have reason to treat the web-driven transaction seriously.

Because in-store employees receive bonuses for comp sales, create some type of awards program for efficiency as it relates to in-store multi-channel solutions. Or provide a piece of all web sales, distributed on a regional basis.

Understand the dynamics of your employees - how they work and what motivates them. By closing the gaps in training and incentives, multi-channel success becomes much closer to being reality.

About the Author

http://www.trinityinsight.com


Google Ads Block here.


 
 
 
Copyright 2005-20013 ItsWebRelated.com
 
 
 
 

Developed by HindSite Interactive | Powered by WebNet Hosting | Related Links | Small Business & Web Design Blog