Online an unsung retail hero, Fujitsu UK and Ireland

Retailers need not see online and digital innovations as the villain, out to destroy their stores. Instead, they must think about how they can apply this to their whole omnichannel experience for a cohesive and complete customer journey.

That’s the view of Heather Barson, Director of Retail and Hospitality, Fujitsu UK and Ireland, who praises Ted Baker for making a concerted effort to up its digital game. In a comment piece for RTIH, she notes that, for some retailers, there is a clear apprehension about investing the time and money into their digital operations. “For larger brands, many have a mass of legacy systems that can make the prospect of making new digital innovations unfathomable,” Barson observes.

“However, to avoid becoming the latest casualty of the High Street, it’s critical that brands embrace the possibilities of digital, rather than burying their heads in the sand. There is often the perception that a retailer or brand is either great at its in-store experience or its online operations, with the two living in silos. This doesn’t have to be the case, however, as the experience works best for the consumer when the both work as one overall experience.”

Read the comment piece here.