What customers expect from cross-channel retailers

Nicole Rüdlin*, Head of Internet WorldCross-channel commerce is a fact and meets a real customer need. Today, customers no longer think in terms of channels. They buy independently and situationally from the retailer of their choice, whether stationary, online or mobile. The art for retailers now lies in linking these channels in such a way that a holistic customer experience is created and the customer does not have the feeling that he is buying from a different provider depending on the channel. In Switzerland, only a few companies have succeeded in doing this and it offers retailers clear potential for differentiation.Swiss Top 5 Cross-Channel RetailersA recent study by the University of St. Gallen determined customer expectations and the best-known Swiss cross-channel retailers. Interestingly, Migros with LeShop is the best-known cross-channel retailer among customers, even though it offers hardly any cross-channel functions. The situation is completely different for the number two, the Migros subsidiary Ex Libris. The largest provider of books, films, music, etc. in Switzerland has already won several international awards for its cross-channel functions, which have been implemented seamlessly across four channels and are extremely customer-focused.In third place was another company in which Migros holds a stake. The example of Digitec shows that cross-channel trade not only offers potential for stationary retailers, but that the opposite approach may also be worthwhile. Although Digitec stores are not comparable with the formats of traditional bricks-and-mortar retailers, as these are equipped with different processes, logistics links and functions, they are equally valued by customers as cross-channel services.Also in the top five are Coop and also Weltbild - another media provider with a strong local as well as a strong online presence.

The best-known cross-channel retailers in Germany, Austria, and Switzerland (source HSG 2014).Ex Libris present at all touchpointsEx Libris is present at all touchpoints for customers and offers an end-to-end shopping experience from mobile to online to stationary to the call center or even smart TV applications. Purchases, watch lists and more are synchronously available and cancellations or returns can be viewed and processed. This means that a smart TV order can be conveniently canceled via the tablet, or a gift card purchased online can be topped up via the smartphone and immediately redeemed in-store, to name just two integrated processes.But cross-channel can do even more, namely increase the frequency in the stores again. At the Migros media provider, for example, several hundred thousand online and mobile orders are picked up in the stores every year. This not only means more customers in the area again but also valuable customer contacts, where additional sales, personal consultations or even just a smile support customer loyalty.Cross-Channel Champion PKZ.chThe fashion online store PKZ.ch is undoubtedly also one of the pioneers in fashion e-commerce and especially in cross-channel retailing. Right from the launch, the aim was to dovetail very closely with the store business - initially, however, under the separate online brand "The Look". Since spring 2014, PKZ has had a uniform online and stationary presence and is now also positioned in terms of cross-channel branding.At PKZ, the focus is on cross-channel services. Online orders and reservations are just as ubiquitous and actively used as store stock queries and in-store pick-ups. The professionally implemented fulfillment system shows that the shopping experience at PKZ does not end with the mobile or online order. Not only do the transactional emails once again exude emotion. This perfection not only made PKZ the winner of the Swiss E-Commerce Awards in the "Multi-Channel & Logistics" category in 2014, but also earned it the SHEcommerce Special Award for the best store for the target group of women as well as the overall prize - the E-Commerce Champion 2014.ConclusionAfter multi-channel, stationary retail is now seeking its salvation in advanced cross-channel concepts. The great challenge here is to meet the demands of customers and to be oriented to their wishes. Multi-channel then offers the best conditions for positively standing out and differentiating oneself from other market participants._____________________________________The following cross-channel services are at the top of the customer's list according to the current HSG study Cross-Channel Management 20141. use of the customer card both online and at the POS2. purchase in the online store and pick up in any store3. display in the online store of availability in the retail store.4. mobile application for retrieving information about products and dealer.5. products purchased online can be returned to a store of the retailer*Nicole Rüdlin has an excellent network in the e-commerce industry. In her function as head of the Internet World, the leading e-commerce trade fairs in Germany, the 35-year-old is in constant exchange with industry experts and scouts for trend topics in the areas of online marketing, e-commerce, mobile business and social media. Since 2007, the graduate in business administration (FH) has been working as a topic scout for the events of the Neue Mediengesellschaft Ulm mbH, and has been head of the department since 2011. Prior to that, she was employed in the continuing education sector for several years.