The ‘endless aisle’ means endless opportunities to satisfy customers, according to Steve Powell, Sales Director at PCMS.
In an exclusive comment piece for RTIH, he notes that retailers have been talking about developing an endless aisle strategy for some time now. And this concept of ‘never being out of stock’ when a customer requests an item is finally becoming prevalent across the UK High Street.
Among the retailers moving strongly in this direction are John Lewis, Marks & Spencer’s clothing and general merchandise division, and – one that is in the process of implementing online in-store ordering across its store estate –Jack Wills.
“As well as increased sales, the use of in-store devices can be a valuable means of collecting and using customer details across channels. But most of all, deploying online options in the physical shopfloor – the ultimate definition of ‘endless aisle’ – means retailers never have to say ‘no’ to customers who are ready and willing to spend,” Powell concludes.
Read the full article here.