Health and beauty retailer Holland & Barrett is taking its first steps towards becoming an omni-channel retailer in an effort to allow customers to shop how they want.

The retailer plans to introduce kiosks, enabling customers to order in store using iPads. Chief executive Peter Aldis said that would work particularly well in smaller stores, giving customers access to the full product range.

Aldis believes enhancing the retailer’s service offering will help keep more shoppers on the high street. It also hopes to introduce click-and-collect.

Aldis said: “We have to change the way we do business using online. Historically a store is a store and online was another channel but it should all complement each other.

“We have to be a customer-centric business. Customers do not just look for price, it’s about service.”

As part of the retailer’s quest to improve service, it has launched an A-level standard staff training qualification, telling customers its staff are “qualified to advise”.