In their efforts to improve their omnichannel offerings, some retailers have been neglecting their bricks and mortar stores in favour of their online channels. And this could prove to be a big mistake, argues Sam Rutley, Managing Director, PushON.
In a comment piece for RTIH, he gives the example of Clas Ohlson which announced in December that it would be closing all but one of its UK stores (the company blamed the costs associated with its digital transformation).
“It is clear that, despite the concerning reports to the contrary, there is undoubtedly still a place for bricks and mortar stores in today’s changing retail landscape,” Rutley writes. “By implementing technology to help them to offer a smoother omnichannel model, and better, more personal in-store experiences, retailers can increase revenue and establish more customer loyalty. Technology may have been the cause of the High Street’s problems, but used successfully, it could also be its saviour.”
Read the full comment piece here.