There is still one area in which online retail will never truly be able to reflect the in-store experience, that of customer service.

Multichannel retailing is part of today’s everyday vocabulary and businesses are continually striving to achieve a seamless offer to customers. The retailer’s ultimate goal is to ensure that the online experience matches that of the in-store experience and to ensure the brand is reflected consistently across all channels.

There is still one area in which online retail will never truly be able to reflect the in-store experience, that of customer service. This is the one element where in-store retailing can provide an enhanced experience to differentiate itself from online and, importantly is also an area in which retailers can continue to distinguish themselves from their competitors.

Retailers understand that a combination of superb product knowledge, a great environment and the willingness to make the experience that bit more special for shoppers will make a real difference. Contented shoppers spend more time in store and return for repeat purchases and, as consumers become more considered in their purchasing habits, retailers must work harder than ever to ensure their service is exemplary.

As a pure retail property specialist, we work with some of the best retail brands in the UK. We believe we have an important role to play in celebrating and rewarding retailers who continue to deliver first class customer service for their brands and our retail schemes. We realise that delivering outstanding customer service is easy in theory, but much harder in practice and for the second year running, we held our We Love Retail Awards to celebrate examples of best in class customer service of the brands which operate across our shopping destinations. 

This year we were pleased to recognise Superdry as winner of the Customer Service Champion of the Year award, chosen because of their exceptional knowledge of the brand across the business, combined with a confident and passionate style from staff, while Selfridges at Bullring shopping centre won the Department Store of the Year award.

Shopping in physical destinations relies on the human experience, and for Hammerson, it is our job to create the right environment which keep retailers and shoppers engaged and enthused in challenging times. Online retailing is part of today’s genetic make-up of shopping and it undoubtedly adds to the overall retail experience. However, excellence in in-store customer service is the key differentiator and can ensure consumers return to a store again and again – the enthusiasm and flair of store staff is something that can never truly be replicated online.

  • David Atkins is chief executive at Hammerson