From multichannel to Total Retail

Matthew Tod

Admap: Total Retail

This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.

Mobile shoppers now research, compare and purchase products anytime, anywhere, so organising marketing around retail channels is redundant. Instead, the focus needs to be on the customer, ensuring that the brand experience and logistics are uniform across all retail touchpoints.

Retail has always been at the cutting edge of the digital revolution. Most consumers' first experience of the power and potential of digital was through buying something online, and high-street stores were the first to be confronted with the challenges of doing business through both bricks and clicks. We've come a long way since then, and some of the answers retailers came up with in the meantime have proved to be, at best, dead ends, and at worst, costly and overcomplicated journeys in the wrong direction altogether.