Internet Retailing Conference 2014 – Mike Durbridge, Omni channel director at B&Q
On Tuesday October 14th, Christine de largy, Head of Retail and Lesiure and Managing Director here at Impact Executives attended the 2014 Internet retailing Conference.
Mike Durbridge, Omni channel director at B&Q, spoke on the day about how to reconcile with your customer, colleague and commercials. Ease, speed, consistency and effectiveness are often considered the same request by colleagues and customers. Retailers need to use digital to upgrade from the old world to the new.
- Culture Reporting: It’s important to have the right information to avoid creating ‘threats’ e.g. to store staff and credit post code sales to stores drives good behaviour in stores. It’s equally important to reward accordingly. Customers don’t shop by P&L they shop across channels.
- Front end alignment. The launch of a responsive design web site is only half the story. Touch screen (apps) come first now and the web site will eventually replace stores stock system so we have single customer order history. Single source content will be created once and deployed across all touch points. Creating once but deploying multiple times, gives good return on investment. Once upon a time speed was king but that crown has been passed to Convenience. Convenience may be more important for big projects so things like timed deliveries are really useful.
- Innovation Mobile phones on the shop floor used to be banned and was often considered a sackable offence. Nowadays it’s actually the exact opposite and use of mobile to interact with the customer is encouraged. B&Q have built an online design tool for customers which will be launched in store so the store staff can use it. Now one does not need a trained designer. The whole process is iterative and the customer decides timings, revolutionising DIY from the old design/order process that could have taken 6 months plus.
- Organisational Structure Omni channel team need to own the strategy so the business teams deliver. It’s important they are part of all the teams and attend various team meetings with marketing, logistics, supply chain etc. to maintain an overall view of what is being delivered and to stay in touch with customer need.
About Impact Executives Ltd Impact Executives is a leading interim management provider to organisations of every size in the UK and globally. Originally formed as a specialist practice within PA Consulting Group, over the past 25 years Impact Executives has helped over 2000 companies, including more than two-thirds of the FTSE 250 – find the very best executive interim management talent. Clients choose to work in partnership with Impact Executives because of our proven ability to offer clients immediate solutions to improve their organisation’s performance.
With offices covering the UK, continental Europe, Nordics, Asia Pacific and Australia, Impact Executives is part of the global services consultancy Harvey Nash Group plc, giving clients and interim managers the confidence that we have the resources, expertise and focus to deliver results – fast.
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