At SLI Connect, Retailers Imagine an Omnichannel Future

March 18, 2015 Tim Callan

SLI Connect is sparking exciting e-commerce discussions on both sides of the globe this month.

shaun SLI connectEarlier in March, we had our most successful SLI Connect UK yet. With an unprecedented 200 attendees from 150+ leading retailers such as Harrods, Harvey Nichols, Tesco, Jigsaw London, Warehouse, Chemist Direct and Paul Smith, we could not have asked for a better or more expert turnout. I want to thank all who attended and presented for your invaluable participation at the show.

At the end of the month, we will hold our next SLI Connect in Australia – SLI Connect AU.

Through discussions with customers and colleagues at SLI Connect UK, it was clear that the future of e-commerce is flush with opportunity. We’ve all heard the buzzword ‘omnichannel,’ but the reality comes down to this: true ‘omnichannel’ means the channel becomes totally invisible to the customer. To make the omnichannel experience seamless and successful, the retailer must subtly meet shoppers at all points in their user journeys in a personalized manner. Here are two real-world examples I was fortunate to learn about at SLI Connect.

Fashion Retailers Move Toward Omnichannel

Top clothing retailer Jigsaw is positively moving toward omnichannel retailing. Jigsaw’s Head of E-commerce Kate Holt presented at SLI Connect, where she revealed that Jigsaw was experiencing a massive rise in smartphone traffic. She informed us that 55% of traffic and 44% of sales came from mobile devices! Jigsaw uses SLI Mobile to ensure its mobile shoppers are quickly finding the items they want to buy. Kate reported that the results to date have been staggering, with revenue up 47% and conversion rate up 30%.

Leading clothing retailer Warehouse is also working toward omnichannel retailing by executing a robust personalization strategy, according to SLI Connect presenter and Warehouse Digital Trading Manager Liam Price. Through Warehouse’s popular blog ‘Tales of the City’; various payment, delivery and returns options; product recommendations (via SLI Learning Recommendations); and advanced site search (via SLI Learning Search), the retailer’s e-commerce site is experiencing a 7% increase in visitors and 3.4% increase in conversions.

In fact, a test run by Warehouse found that when SLI Learning Recommendations were removed from the product page, total revenue fell by 2%!

Multichannel, Omnichannel – It’s Just Retail!

E-commerce industry analyst Linda Bustos says it best, “Whether you refer to it as multichannel or omnichannel, the ways in which your consumers are researching, purchasing, and interacting have evolved, effectively backing most brands into a largely-reactive corner…organizations must realign with experience-driven systems to build relationships with, and sell to, the modern consumer.”

The two savvy retailers mentioned above are personalizing the e-commerce experience, making the ‘channel’ virtually unseen, to meet the needs of their modern shoppers and drive e-commerce sales. SLI Connect attendee Jon Woodall from Space48 summed it up nicely: “Forget omnichannel, it’s retail!”

SLI Connect Australia – Less than Two Weeks Away!

There’s still time to register for SLI Connect Australia, which is coming to Sydney on 31 March 2015 at the Quay West. More retailers and e-commerce professionals will gather there to discuss and explore the future of e-commerce, with speakers from ChannelAdvisor, Shopbot, Bras N Things, Appliances Online and more. We hope you can be part of this powerful event!

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