Kees de Vos

About Kees de Vos

Goodbye e-commerce, hello ‘customer interaction’

In my last post I outlined how we need to start changing our thinking about multichannel, in particular the fact that we will need to start addressing a collection of touchpoints that we offer to the consumer and provide a good user experience across all of these. 

Now, the message that the user experience needs to be spot on is not new, but the fact it now needs to be good across every channel provides a whole new challenge, and neither our systems, nor our organisations are geared up for it.

The multichannel challenge for retailers

Consumer behaviour is driving multichannel growth and if retailers want to stay in touch with their customers they must adapt now. 

Let’s face it, multichannel is here, and the majority of customers use several channels before they buy (around 86% apparently, according to a recent study by Leo Burnett).

So, whatever you do as a retailer, if you’re not in the multichannel game, then you’re not planning to be in retail for the long run, as your customers already are.