![]() ![]() While brands have been very good at showing consumers their own products, they weren’t showing them how to connect devices and set up a complete system, according to Siobhan Fitzpatrick, Marketing & Multi-Channel Director, Maplin. The growing importance of the Smart Home concept has been a key driver for Maplin’s change programme. Touch screens next to brand and product displays explain the newly focused central area of the stores, which highlights the Smart Life concept of connected devices to operate home, security and fitness devices. These remodelled stores are lighter and brighter with products displayed in a way that invites shoppers to touch, feel and play with them. The electronics retailer has refitted three stores – in Cambridge, Chesterfield and Oxford – and a further four are due to reopen in Aylesbury, Staines, Crewe and Sittingbourne. Maplin, however, has instead started with its stores and is transforming customer interactions from this part of its business back through the digital channels and omnichannel services. Siobhan Fitzpatrick, Marketing & Multi-Channel Director, Maplin, spoke to Emma Herrod about the retailer’s new store concept and why it’s developing the digital business from the store out.įor all that the industry says omnichannel starts with the customer, it’s usually the digital channels that form the cornerstone of transformation plans with store colleagues fitting in with enhanced services led from the ‘back end’, such as click and collect and stock replenishment and customer-facing clienteling apps. ![]()
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