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Multichannel integration improves the customer experience
June 29, 2004
The fight for market share and competitive pressure is forcing retailers to use every means available to reach the consumer and make the sale. That's why there is a push to increase effectiveness and reduce costs through multichannel retailing.
Retail stores face a technology challenge. Customers want a similar experience, which means the retailer must provide consistent service across Internet, catalog and storefront. To accomplish this they need a well-developed multichannel integration strategy.
According to Netkey President V. Miller Newton, "Retailers are looking to provide a totally integrated customer experience to increase the [register] ring and reduce costs."
Whether they shop online, in the store or from a catalog, customers want the same experience across the various channels.
Title Sleuth
Borders' Title Sleuth is an example of a multichannel application that provides an integrated customer experience through a self-service application.
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"The biggest problem in a bookstore is finding the desired book," said Newton. "There are more than 125,000 titles in a typical Borders store. However, half of those include one-book-only selections."
According to Newton, the application holds true to its original purpose-locating books-but also blends additional customer service functionality.
"If they don't have a title you can put your name on a list or the system tells you other locations where it's available or you can order it and have it delivered to you."
The benefit of multichannel is that kiosks, point-of-sale terminals, plasma-screen displays and hand-held devices can all be part of the equation in informing customers and boosting sales.
But sometimes multiple devices get caught in the crossfire of separate systems. To meet multichannel business requirements one platform needs to be able to manage the complete network of devices.
"The worst thing in the world from a cost and IT management side is to have five different windows into all those separate systems," said Newton.
"That's why our platform secures the devices and can manage a network of unattended devices whether they are customer-facing or employee-facing. Netkey offers an integrated, common management platform that allows for centralized control and management."
According to Newton, the key components of netkey's Enterprise Platform include security, authoring and design, content optimization, remote monitoring, reporting and the Business Console that looks at how people are interfacing with the application and how they are using it.
"We offer the Business Dashboard so that we know what people are using and what part of the store they use it in, said Newton. Then you can respond on the fly to change the content or move the app. All to increase and enhance the customer experience."
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Netkey invites you to register to download its white paper:
Ensuring Self-Service Success: A Practical Guide for IT Professionals
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