Many UK retailers are into what will be their first peak trading period delivering true cross-channel services. And by the end of January we should have a better idea of what difference these investments in customer choice have made to their trading.
Click-and-collect, order in-store for home delivery and mobile apps to let customers search for, reserve or even purchase items on the go all give customers more opportunity to shop in a way that works for them.
It will be extremely interesting to see what has resonated with Christmas shoppers, especially when we have the added complication of much bad weather to impact upon shopper behaviour. Undoubtedly the results of the next few weeks will strongly impact areas of technology development and investment in 2011.
But in the mean time, you can get the lowdown on where multichannel retail is heading with Retail Week’s first research report on the subject Multichannel Now. Read the excerpt that was published in late November and find details of how to purchase the digital version of the full report here.