Today consumers can buy in more places, in more ways than ever. So the challenge for retailers is to be
the one that’s chosen. That means delivering service that delights customers by matching their expectations. The fact is the consumer has changed. Shoppers want a more connected experience. They want to move from device to store, and back to device seamlessly. They want their journey to be personalized, and they want next day or even same day delivery. They’re looking for relevant and timely
information at the point of decision This is the consumer that retail is selling to. ‘One Store’ is about meeting these expectations to the structure of the retail organization. The Internet transformed the retail landscape over the last two decades. More recently we’ve seen the influence of social media, which has made it easier for people to gather advice and opinions before they buy. This has brought about some interesting consumer behavior like women in clothing stores sharing pictures of dresses, and even asking friends online if they should buy
it or not. In most retail organizations each
channel is optimized individually, but for the consumer to experience ‘One Store’ retailers need to operate as one store. Operational silos prevent the ‘One Store’
experience from becoming a reality. This requires stock to be shared between
online and physical stores, so that it can be shipped wherever it needs to be as fast as possible. So more organizations are evolving their structure. Making decisions that work better for the entire multichannel business. Some retailers are also creating new roles in order to push for the right customer experience. So we’re seeing more innovation managers, customer experience offices, and CX consultants. A great example of a store adopting a
‘One Store’ perspective is House of Fraser. We’ve announced that they will be rewarding staff based on a view of multiple touch points in the customer journey, not just the purchases made in store. This is a sort of change we expect to see more of as organizations move to the ‘One Store’ way of thinking.