The internet has allowed people to access information on a wider scale level than ever before and retailers are using this channel now more than ever in order to get the most out of the service they provide, and to encourage customers back onto the high street. Not only does the online portal offer a great way of communicating with customers, but businesses are also feeling the benefits across the board from the supply chain and promotional messages down to employee training and their personal interaction with customers. The most important issue surrounding the convergence of the online and offline worlds is how businesses are using this as much as possible to entice customers away from their computers and back into the shops. In doing this companies must then stress the benefits of the human consultative touch when it comes to helping the consumer find the right products to suit them. Improved customer service is only one benefit of merging online with offline as more businesses are using their websites to allow customers to reserve products online before collecting them in-store; companies such as Argos, PC World and Currys already provide this service. However, they must then take it one step further by seizing the opportunity to cross-sell other products and increase the value of their in-store shopping basket while the customers are in-store collecting their reserved items. Even having modern shop fittings to house online technologies in-store can signal a major leap in the campaign of bringing more customers in-store. Companies spend thousands of pounds on advertising their products and services to bring in customers, yet very few seem to spend much in the way on customer loyalty and encouraging those repeat purchases. A simple leaflet or flyer offering a potential discount if the shopper visits the retailers' website, and registers for future offers is a simple but effective way to combine the two mediums to mutual benefit. Smarter retailers are also waking up to the benefits of email to encourage customers back to the stores. For example, email coupons and promotional vouchers can be sent to customers that can only be redeemed in-store. In doing this, the retailer is taking advantage of the low cost online medium, which in turn leads to increased in-shop sales whilst also being able to target certain customers with specific offers, as opposed to offering a blanket discount through traditional offline advertising. Having more online facilities can even allow staff to use online training tools in order to further enhance their knowledge on technological advancements and product specifications which should translate through to a more experienced representative that will help create a more positive customer shopping experience and differentiate the brand in these competitive times. All the while, customers are also pushing back, demanding the consistency of the service available on the website to be reflected in the offline experience. The bright retailers are the ones who embrace the online channel as an extension of their offline service and the ones who succeed will be the ones who can deliver on an integrated online and offline shopping experience.
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