Retailers start to bridge the on/off line gap

Something retailers have been urged to do for some time, is now starting to happen – they are recognising the need for multiple channels to operate more seamlessly around the needs of the customer who wants to travel across them without interference as well as have their data and orders follow them.

Clo Moriarty, until recently Sainsbury’s chief digital director, now has new role retail and digital director, thus keeping his current role but adding Sainsbury’s and Argos stores, to create an “integrated and seamless experience across all brands”.

Marketing in support

And to understand better what customers actually think and feel, chief marketing officer, Mark Given has been promoted to the operating board.

The technology industry has long called for retailers to break the on/off line silos but this latest news proves that the process must start with people, and at the most senior level.

Other digital directors in retail will no doubt be dusting off their credentials in the hope that they too can assume these senior roles, which almost certainly have come to the fore as a result of Covic-19.

As stores reopen, the many unusual behaviours that began during lockdown will no doubt continue for some time if not permanently, and retailers able to look across and manage channels will be the winners.

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