Multichannel / Personalisation/ Mass Customisation

May I Help You? Book a Skype Consultation Online

Bared

In a clever display of cross-channel integration, Melbourne based footwear brand Bared is utilising Skype to bring its online customers in-store.

Online retail is fast becoming a customer’s preferred shopping method. But there are limitations. Bared, a Melbourne based footwear brand, is trying to bridge the gap between in-store and online by allowing customers to book a Skype appointment to help them shop.

Customers can be taken through the range, ask questions and chat with staff about their specific needs. While it’s not quite the same as trying on a pair of shoes, it’s definitely one step above squinting at your computer screen as you try and look at photos of a shoe from different angles.

Using Skype to shop online is one way to combat the impersonal online shopping experience.

“We wanted to better connect with our online customers,” says owner and designer Anna Baird. “We offer a very individualised service, and Skype enables us to share the in store experience with those who don’t live just around the corner.”

Sears has reversed the same concept by utilising Skype in its Canadian bricks-and-mortar stores, allowing customers to Skype with friends before making a purchase.

Retailers will need to keep coming up with innovative ways to engage their customer. From Sneaking Duck’s virtual mirror, to Bared’s Skype consultations, the gap between bricks-and-mortar and online is getting smaller every day.

For more examples of best practices in retail cross-channel integration, download our FREE special report on the subject here.

Natasha Sholl

Article by

Natasha is a content creator for The Media Pad, publisher of Power Retail. She has a background in law and communications and a passion for all things retail. Natasha loves analysing and problem solving all of the challenges and trends that come with new media and the online retail space. Natasha is a yoga addict and reluctant running devotee, both of which are offset by her serious caffeine addiction and obsession with baking. Follow Natasha on Twitter and Google+ or connect with her through LinkedIn

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3 Comments

  • quote “Online retail is fast becoming a customer’s preferred shopping method”. Really? online shopping comprises 5% of Australian retail. How is that the “preferred shopping method”?

    Reply
    • Thanks for your comment Autlaw.
      A recent survey by PwC and Frost & Sullivan found that while 5.5% of retail purchases are made online, 65% of in-store purchases are initiated on the web. Furthermore, Australian shoppers are predicted to spend $13.6 billion in 2011, a growth of 13% from the $12 billion spent in 2010. This shows drastic changes to the traditional retail model.
      Shoppers’ spending habits are changing quickly and retailers liked Bared are coming up with new and exciting ways to integrate bricks and mortar stores with their online presence.

      Reply
      • Indy
      • 20th October

      What will you say in 5 years when it’s 30%? Do you think online shopping will stay stagnant or regress? Your competitors need more people like you.

      Reply

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