We love it when we come across examples of retailers innovating to provide their customers with a great service. In this blog to inspire and encourage, we focus on four retailers who have offered up some multichannel magic.
Made.com’s London showroom
Made.com’s London showroom is fitted out with tablets that customers can use for a more efficient and personalised shopping experience. The tablets can be used to scan NFC tag points attached to furniture throughout the store. Any products scanned are added to a ‘shopping list’ that customers can choose to email to themselves at the end of their visit. Sales assistants have been trained to help put together personalised look-books of furniture that can be shared with friends and families for those all important second opinions.
This is another great example of the meshing of online and offline to offer customers more, whilst simultaneously collecting useful marketing data for Made.com.
Argos has always offered a distinctive experience to its customers. Where else do you sift through a catalogue in store before scribbling your order numbers down on a pad of paper? What’s interesting about this is that if you replace a physical catalogue with a website then you have the ‘click and collect’ experience that many of the major high street retailers (including Argos) have implemented.
However, this isn’t what we want to pat Argos on the back for. What we want to highlight is the successful roll-out of eReceipts across all of its UK and Ireland stores in 2015. Customers can now choose to receive an emailed receipt in store. This provides them with an easily accessible record of their purchases and warranties. From Argos’ perspective it links the online and offline as they can collect email data to market relevant discounts and offers, encouraging repeat custom.
L’Oreal Makeup Genius App
L’Oreal’s Genius App lives up to its name and has proved popular with consumers - over 250,000 downloads were made in the first two months after launch in the US and France alone. Users are able to see how they look wearing products, without actually putting them on their faces. Over 4,500 of the brand’s products are available to try on the app. Another clever feature is the ability to pick from different pre-defined looks, including those based on celebrities’ styles. What sets this out from other makeup apps is that it doesn’t rely on a static photo. Facial recognition technology is used to adjust makeup and lighting in real-time as you move the camera.
The app demonstrates that L’Oreal want to adapt and develop with their customers. It’s a time-saving way of trying before buying and taps into the celebrity influence over style trends. With the same stroke, it collects that all important data and optimises customer sales cycles.
Farfetch click & collect
Farfetch, like Made.com is an etailer demonstrating that a multi-channel approach is the way forward for both ecommerce and traditional brands alike. Navigating a potential logistical nightmare, Farfetch is now offering a click and collect service at over 100 of the independent fashion boutiques that sell products on its platform. Customers can purchase online from one brand and then collect from the physical store of another. This drives footfall to stores, makes life easier for customers and further encourages the sense of community amongst Farfetch’s brands.