The future is omni-channel

Published:  05 April, 2013

Kingfisher is developing online sales with an omni-channel approach while also reducing shop floor space.

Last year it launched omni-channel platforms for Screwfix and B&Q’s TradePoint and it plans to upgrade B&Q’s website in 2014.

Multichannel advances during the year also included the launch of a Screwfix mobile ‘click, pay and collect’ offer that now accounts for 55 percent of its mobile sales.

Omni-channel means using all channels – the store, phones and computers – simultaneously, and retailers using an omni-channel approach will track customers across all channels, not just one or two.

Merchandise and promotions are not channel-specific, but consistent across all retail channels. The bricks-and-mortar stores become an extension of the supply chain in which purchases may be made in the store, but are researched through other channels of communication.

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