How To Simplify The Path To Omni-Channel Retailing

Ian Goldman, CEO, Celerant Technology, shares his insights with Innovative Retail Technologies on reasonable and cost-effective solutions for omni-channel retailing.

IRT: How can retailers provide a better digital (online and mobile) experience in a way that is cost effective for themselves yet seamless for the customer?

Goldman: Retailers can provide a more cost effective mobile, E-Commerce and in-store experience by consolidating various methods of technology. In order to effectively accomplish this goal, they should choose a solution where all these retail channels can be fully integrated. For example, data and content management should be located all in one place, and there should be zero duplication of effort so that labor costs are minimized. The easiest way to combine mobile, tablet and desktop E-Commerce experiences is to have a responsive website. A responsive website will automatically reformat itself to the size of the handheld or tablet device. By having a responsive website, the merchant will find it much easier and less time consuming as they’ll have less content to manage and maintain. In addition, fulfillment from all various channels must be combined. The shipper should be doing the same thing for all orders coming in from various retail channels.  They should not have to do anything different regardless of where the particular order may be coming in from — mobile, tablet, desktop, Amazon, EBay etc. — but instead, they need to utilize the correct form of technology to effectively streamline the process in order to save time and labor costs.

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