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This Wednesday I'll be attending JUMP, our annual event dedicated to multichannel business. I'm inherently biased but the programme is truly fantastic. I expect to discover lots of new ideas and approaches to help improve the joined-up customer experience. 

As it's been a year since the last JUMP I thought I'd collate and share a few recent examples of innovative multichannel thinking. Some of these are real success stories. There are plenty of others that I know I've missed out, some of which I'm looking forward to hearing more about on Wednesday.

There are only a dozen or so places left at JUMP, which has a capacity of around 1,500 people, so it will be a sell out. You should book your ticket now if you want to come along. Hope to see you there.

NET-A-PORTER’s Window Shop

The fashion etailer created a pop-up store window that allowed shoppers to use iPads and smartphones to bring the products to life. 

Carlsberg’s biker gang prank

When I first watched this video it had less than 400 views. A few weeks later and with more than 5m views Carlsberg has proved that a clever idea is the key to viral success. 

Tesco Korea’s virtual store

Probably the world’s best implementation of QR codes so far. Tesco Homeplus figured out a way of gaining market share without the need for expensive new stores, while at the same time helping time-poor commuters to do their shopping more efficiently. Brilliant.

Bing’s Jay-Z ‘Decoded’ campaign

An epic location-based marketing campaign / game, with suitable amounts of bling thrown in. Jay-Z added 1m Facebook fans and Microsoft reported that the average player engagement was 11 minutes per visit.

Marks & Spencer’s multichannel strategy

Few major retailers are as committed to multichannel as M&S, which has a three-year plan to develop its multichannel operations. In that time it will develop a new website and open a new distribution centre. It is already doing very well. It’s m-commerce website has generated more than 59,000 orders. Its ‘M&S TV’ strategy has resulted in the creation of 900+ videos (7m views and 900,000 clicks on the ‘buy’ button). It has touch screen ordering in some of its stores. It uses social media channels to provide service to customers. We’re watching M&S closely…

Pizza Express iPhone app with codes and bill payment

Last year Pizza Express refused to accept a voucher I had been sent to my email, which I presented via my phone. Thankfully it now trusts smartphones and has created a very good app, which includes voucher codes, a restaurant finder tool, and the ability to pay via PayPal.

Debenhams' iPhone & Android apps

The first high street retailer in the UK to launch a barcode scanner as part of its app, which generated £1m in sales within five months of being launched on the iPhone platform. Last month it announced that it was now "fully mobile" with new app launches on the Android and Nokia platforms, in addition to a mobile website.

Radisson Edwardian QR codes

The hotel chain added QR codes to its menus so that diners could scan it to watch the chef preparing meals. A simple way of improving the customer experience.

Domino’s killer app strategy

The pizza chain has generated more than £10m in sales since launching its iPhone app at the beginning of 2011. We can’t wait to hear what the iPad version is doing for its business.

Westfield’s ‘tweet mirror’

Produced by Nedap Retail, the tweet mirror allows shoppers to try on clothes, take a picture, and then tweet it to their network for feedback. The offline retail experience of the future is going to be interactive, feel-good, and joined-up. 

John Lewis’ ‘At Home’ stores

The retailer is opening smaller stores with kiosks, allowing it to extend its reach and the range of products available in these new stores. Its Croydon ‘At Home’ store has the highest percentage of Click & Collect orders of any of its branches. Read more about its 'At Home' strategy here.

Heineken's ‘StarPlayer’ football app

Another beverage brand that continues to impress is Heineken, which has released a number of multichannel campaigns over the past year. One of the standouts is its StarPlayer app, which allowed football fans to play a real-time game alongside a Champions League match, via mobile or desktop.

Ariel ‘Fashion Shoot’

A superb game involving industrial robots, ketchup, chocolate, jam and white designer garments. Players could log into the Facebook page to control the robot and make an unholy mess, winning the (cleaned) garments in the process. 

Mercedes insane 4D augmented reality presentation

If you’re looking to make an impression and if budget isn’t too much of a big deal then, well, this…

Argos TV launches to take on QVC

Argos has been well ahead of the multichannel curve, reporting last year that multichannel sales accounted for 43% of its revenue

This summer it revealed that it is to launch Argos TV via Sky, which by my reckoning gives it a sales presence across every major channel. I'm quite sure that more retailers will follow its lead into TV, particularly with connected TV on the horizon.

Chris Lake

Published 10 October, 2011 by Chris Lake

Chris Lake is CEO at EmpiricalProof, and former Director of Content at Econsultancy. Follow him on Twitter, Google+ or connect via Linkedin.

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Comments (3)

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Mustafa

Thank you for sharing these 15 - very creative. Econsultancy your posts are always 'so right on' and relevant - keep it up - (my students love it).

almost 5 years ago

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Adam Allen, Director of US Sales & Marketing at Brodart Co.

These are absolutely brilliant. I can't wait to see where digital integration in offline environments will go next. Brilliant!

almost 5 years ago

Gill Kelley

Gill Kelley, L & D Consultant at coach2u

Can't wait for tomorrow's event! Great examples

almost 5 years ago

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