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Zendor Advises on Achieving Internal Buy-in For Multi-channel Success

Press Release

By: Zendor
12 June 2007

Multi-channel retailing presents many challenges for those new to the market, launching websites alongside existing stores or catalogues. Besides the trial of integrating front and back-end systems and processes, as well as branding and strategies across channels – store, web, catalogue and/or phone – are the internal struggles. With, for example, a CEO who lacks multi-channel knowledge or a silo-based mentality within the business, a retailer will battle to gain customers and sales. Multi-channel retail and fulfilment specialist, Zendor, provides the following top tips on achieving internal buy-in for multi-channel retail success:

• Help the CEO understand – Integrating an online channel into the business will require input from all areas and to gain full support, change needs to be driven from the top. Present market evidence of online growth, report on competitor activity, and define the differences in the business model. Quantify the opportunity in recognisable terms, i.e. as another shop, as the online store will become the biggest!
• Give focus and attention to drive the early stages – Once the CEO’s on board, a multi-function team should kick-off the initial online development. These individuals can then take the dedicated proposition, and the benefits, back to their departments to drive buy-in and support for moving the online business on and up, becoming multi-channel functioning teams. Use external expertise, if necessary, to supplement internal gaps in knowledge.
• Breakdown barriers, internally and externally – To promote ongoing support and synergy between functions, training and communication are key. All teams must understand the separate functions and how they impact and support each other. Including third parties is important so that all links are seamless and standards are maintained.
• Report on web as another 'store' – Planning and reporting on the web area of the business as just another store will aid understanding, and will showcase its performance against the rest of the business. Raising awareness of the online channels as a valuable sales channel in its own right as well as part of the business’s portfolio will be vital.
• Motivate the stores – Drive store staff motivation by allocating home delivery orders received in-store by postcode; this may occur when a product is not in-stock in the store. Seeing the benefits and impact their store has on overall online business will make stores feel a part of the multi-channel business and will spur support of services including accepting online returns, for example.
• Ultimately, 'think customer' – From inception, the customer should be placed at the heart of the proposition to drive development and delivery. If everyone is encouraged to 'thinks customer' and knows what the customer wants and expects, all staff can deliver a consistent and seamless service across channels, adhering to the retailer’s brand values and ethos.