Retailers 'must consider role of online channel'

06/08/2008

Retailers focusing on bricks-and-mortar stores must ensure they consider the effect the internet has had on sales in order to grow, according to one expert.

Mike Petevinos, head of consulting for retail at Capgemini UK, said that with the online channel taking a growing proportion of retail spending in the UK, it is vital for high street shops to consider changing their strategies to increase revenues.

He said that some of the key questions these retailers should ask themselves could include: "What is the role of the store in a world where this volume of transactions has moved online? What customer experience must I deliver to meet their needs? What level of integration across my channels - store, online, catalogue, call centre, et cetera - is required to deliver [profitability]?"

The comments came shortly after the latest IMRG Capgemini e-Retail Sales Index revealed that 17p out of every pound spent on retail purchases was accounted for by online shopping during the first half of the year.

Such a trend may have an impact on e-commerce web design strategies, as well as marketing tactics such as search optimisation.