Can you tell us more about the relationship between the website and the stores?
The website forms part of the customer’s journey within the path to purchase and so it is required to meet differing needs at the various stages along that customer journey. This means that the website, or more so the increasing various digital assets, is needed to communicate anything from inspirational content showing a finished result; to customer feedback; information on how to achieve a result; or just plain and simple, the ability to check out the pricing and availability of items.
This is all part of a very common online capability and presence that brands are expected to offer. In perhaps less than 10 percent of cases, customers want to actually buy right there and then online, but in most cases for us they want to complete the purchase in-store.
What are your thoughts on the personalisation trend?
Personalisation is about relevance and helpfulness. It’s also about the personalisation being welcomed. So, if a customer finds that a degree of personalisation from a brand is helpful, it saves them time and money and is making their life better, then they’ll welcome that personalisation. If that personalisation experience feels as if the brand is acting like an outsider at a nearby table overhearing their conversation and is now trying to engage with them on the subject they just were discussing with someone else, then they probably won’t welcome it unless they can quickly work out that this is helpful, saves them time and money, and is making their life better.
What’s the next step for Mitre 10’s site? What are some features you admire or would like to add?
The next steps for Mitre 10, like most retailers, is to recognise that customers are channel agnostic and so the brand must be too. The path is to increasingly infiltrate a single customer experience and view across channels and devices so that customers no longer have to re-explain themselves in differing channel contexts or times. Customers need to enjoy and recognise interacting with the brand as a singular experience within their life.
This story was originally published in NZ Retail magazine issue 739, August/September 2015.