Technology & Innovation

Bridging the online-physical divide

March 20, 2012

Global

March 20, 2012

Global
Our Editors

The Economist Intelligence Unit

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High Street fashion stores have so far remained largely unaffected by the growth of online shopping. “There is much talk about whether online [shopping] would decimate the sector, but we’re in a better position having brick-andmortar stores to support a digital offering,” says Mike Shearwood, the chief executive officer (CEO) of Aurora Fashions, a global chain of brands that includes Coast, Oasis and Warehouse, with nearly 1,300 stores in 33 countries. But his firm is now using technology to develop what he calls “omni-channel” retailing—providing a joined-up customer experience through all channels, from mobile and online to physical stores.

Delivering on this requires a rethink of the organisation itself. For example, rather than having separate stock pools for all of its outlets, the company’s entire store network now shares one inventory, made possible by real-time visibility of availability and stock levels. “This means that we can open up our entire stock pool to the customer,” says Mr Shearwood. Aurora makes all of its stores part of the online and mobile shopping experience, enabling a range of delivery options: click and collect or deliver  to home, for example, arriving within five days or on the same day, and even within 90 minutes.

This in turn has implications for its physical stores. “Most people buy online and then return the product to a store, which means stores have historically seen the web as competition,” says Mr Shearwood. To overcome this, orders fulfilled from Aurora’s stores are now included when measuring store performance. “Suddenly managers love e-commerce: they come in and see anything from ten to 200 orders waiting to be fulfilled. Anyone coming in with a return from an online purchase is welcomed as an opportunity to upsell.” With the help of recently introduced in-shop iPads, customers in smaller stores can browse a fuller range of styles than was previously possible. The iPads also double as additional till points to shorten queues.

“All this is just the start of the journey,” affirms Mr Shearwood.“Technology penetration of the retail environment is going to increase exponentially.”

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