Consulting company tells retailers to ‘understand their customers’

Hitachi warns retailers to adopt a multi-channel approach or be left behind

Hitachi Consulting has today issued a strong warning to retailers that adopting a strategic multi-channel approach is the only way to survive.

Although many retailers are already offering online retailing, Hitachi Consulting believes that integrating all available customer propositions, such as email, telephone, catalogues, direct mail, advertising and social media, as well as improving the in-store customer experience, will provide trading capabilities to take retailing far beyond the traditional high street.

The consulting company recommends that retailers make sure they understand the customer and how they engage with the products and services on offer. Once this is established, all other aspects of the business will be affected in the pursuit of delivering a seamless customer experience.

Chris Gates, director of retail at Hitachi Consulting UK commented that: “Multi-channel retailing goes much further than the internet alone: it’s about forming meaningful relationships with customers in a way that will have a positive effect on the bottom line and generate greater customer loyalty.”

Are you a retailer? Do you agree that a multi-channel approach is the only way to stay competitive in today’s market? Leave us your comments below.

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