Yeung Things

In case you didn't know what Omnichannel means, it's the approach to sales which seeks to provide a seamless experience to consumers whether shopping online, phone, or in store.

Let's look at Topshop as an example. 

Doesn't it look very homely and cosy. The setting creates a care-free atmosphere so it doesn't seem awkward, and forms a professional bond with the brand and consumer. 

The in-store service is free, and I like that if you don't have the service in your local store (have a feeling it's more in stores within main cities) you can check out their personal shopping website page, and take a wardrobe quiz to see what style but also Topshop bringing in recommendations within the comfort of your home.

Also, there is a range of appointments. For example, an hour with your personal shopper to help pick out something for your birthday, compared to the 'The Group' which is 90 minutes.

Check out Topshop's Personal Shopping experience here!

Stores are becoming more efficient and bringing quick and swift experiences for customers. You may have noticed in some stores, such as Oasis who have their employees carry a tablet. This is fusing e-commerce site/app, while may act as a cash register. Also, it provides consumers on-the-spot service. The iPads in store serve multiple purposes such as acting as transactional POS system to help reduce queues, improve customer information and act as interactive marketing- displaying images/videos on ranges, products, and special offers in changing rooms.

I found Clinique's 'Great Skin Lab' interesting, because you have an in-store experience, but your online profile is synchronised. Which suggests they have your online information which can be a faster approach when recommending products and offers. They will know more about your skin type etc. without you having to explain, and have advice from nutritionists and dermatologists. This service seems to be only available in Clinique's store in Covent Garden.

Technology is forever advancing. NFC and QR codes come into play, when they can be used through downloading the reader app to grasp more information, or whatever the code to made to do. For example, is Ralph Lauren's new Polo Collection Launch in Harrods 2014. The public could scan from the window display and worked even when the store was closed. I feel this method can be improved with a more innovative ideas than a map or getting more information on something. Could be something very interactive, and bringing virtual reality into life.





Reference: http://www.topshop.com/en/tsuk/category/topshop-personal-shopping-4886705/home?geoip=noredirect
https://www.coventgarden.london/place/clinique-great-skin-lab
https://www.google.co.uk/search?
https://www.retail-week.com/technology/innovation/ralph-lauren-uses-smartphones-to-boost-fashion-launch-at-harrods/5065944.article