The document discusses myths and facts about multi-channel retailing. It debunks myths that the high street is dying, that online sales cannibalize physical store sales, and that foreign consumers won't buy from foreign retailers. The facts are that companies like John Lewis have seen online sales boost physical store sales, research shows multi-channel spending is higher than single channel, and foreign brands are popular in some overseas markets. The document advocates a multi-channel approach to reach more customers across channels.

1. Top Three
Multi-Channel
Myths Busted!
Cannibalisation! Anti-competition!
High street under siege! We look
past such ‘catastrophising’ and
reveal some far more down-to-earth
truths about the power of
multi-channel retailing.
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2. The high street is in its death throes
and soon our favourite stores will be
boarded-up...
“Bricks-and-mortar
stores are dead”
The Misconception
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3. There’s no doubt that the high
street is facing serious challenges.
According to Deloitte, 4 out of 10
shops will shut in the next five years.
But the report says retailers need to
evolve their thinking and strategies
in the multi-channel environment
“Bricks-and-mortar
stores are dead”
The Facts
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4. John Lewis has an incredibly successful online
presence that draws customers into their high
street stores:
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5. John Lewis has an incredibly successful online
presence that draws customers into their high
street stores:
Two-thirds of all their sales involve a customer
interacting with both its stores and website and
one-third of all online orders are now collected in-store.
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6. John Lewis has an incredibly successful online
presence that draws customers into their high
street stores:
Two-thirds of all their sales involve a customer
interacting with both its stores and website and
one-third of all online orders are now collected in-store.
In the year to January 26, John Lewis recorded a 44%
rise in online sales, and a 2.6% increase in like-for-like
store sales.
44%
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7. In a truly multi-channel
world, the purpose of the store
changes from ‘driving sales of
the product in store’ to being a
‘brand and product showroom
that drives revenues across all
channels
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8. Why do consumers still like bricks and mortar
stores?
Buy the product immediately
No extra costs such as postage and packaging
Hassle-free returns
Enjoyable experience
01
02
03
04
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9. Offering your customers alternative
channels through which to buy your
products could see overall sales being
cannibalised as consumers simply shift
from one channel to another.
The Misconception
“Online retailing means
my company’s sales are
being cannibalised!”
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10. Research by PwC shows that far from
cannibalising sales, the opposite is true -
it can actually encourage more spending
by a consumer.
“Online retailing means
my company’s sales are
being cannibalised!”
The Facts
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11. Nearly one in five surveyed by PwC said that they
spend over 25% more at their favoured retailer if it
offers multi-channel sales options
25%
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12. Nearly one in five surveyed by PwC said that they
spend over 25% more at their favoured retailer if it
offers multi-channel sales options
In the US, 56% are spending more and in Russia, 49%
25%
56% 49%
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13. Nearly one in five surveyed by PwC said that they
spend over 25% more at their favoured retailer if it
offers multi-channel sales options
In the US, 56% are spending more and in Russia, 49%
That figure swells to a huge 68% in Brazil.
25%
68%
56% 49%
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14. Nearly one in five surveyed by PwC said that they
spend over 25% more at their favoured retailer if it
offers multi-channel sales options
In the US, 56% are spending more and in Russia, 49%
That figure swells to a huge 68% in Brazil.
Retailers should be using online and social channels to their advantage. Exclusive
events and offers promoted through social channels are a great way to drive
in-store footfall.
25%
68%
56% 49%
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15. Overseas consumers won’t be
interested in buying from a foreign
multi-channel operation, and prefer
to shop from companies based in
their own country.
The Misconception
“Foreign buyers will
shun your products”
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16. According to the PwC 2012 Global
multi-channel consumer survey,
companies are enjoying huge
success in foreign territories.
“Foreign buyers will
shun your products”
The Facts
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17. Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
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18. China
2. Apple Store
6. Nike
5. Adidas
7. Carrefour
15%
10%
12%
9%
Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
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19. China
4. Wall Mart
5. Carrefour
Brazil
15% 15%
10%
12% 12%
9%
Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
2. Apple Store
6. Nike
5. Adidas
7. Carrefour
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20. Germany rated three foreign companies in its top 10 including C&A, Esprit
and H&M.
China Brazil
15% 15%
10%
12% 12%
9%
Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
4. Wall Mart
5. Carrefour
2. Apple Store
6. Nike
5. Adidas
7. Carrefour
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21. Germany rated three foreign companies in its top 10 including C&A, Esprit
and H&M.
There are exceptions though - France didn’t feature any foreign brands in
its top ten. Quelle surprise!
China Brazil
15% 15%
10%
12% 12%
9%
Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
4. Wall Mart
5. Carrefour
2. Apple Store
6. Nike
5. Adidas
7. Carrefour
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22. Germany rated three foreign companies in its top 10 including C&A, Esprit
and H&M.
There are exceptions though - France didn’t feature any foreign brands in
its top ten. Quelle surprise!
According to an IMRG e-Retail survey, 72% of UK e-tailers ship goods
outside of the UK.
72%
China Brazil
15% 15%
10%
12% 12%
9%
Take China and Brazil - out of the top ten brands, those surveyed said that their
favourite brands were:
4. Wall Mart
5. Carrefour
2. Apple Store
6. Nike
5. Adidas
7. Carrefour
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23. www.sanderson.com
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Multi-Channel Leaders,We Salute You:
What You Can Learn FromJohn Lewis
As UK retailer John Lewis leads the way inmulti-channel retail success, we look at thelessons others can learn from them.
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Multi-Channel Leaders,
We Salute You:
What You Can Learn From
John Lewis
As UK retailer John Lewis leads the way in
multi-channel retail success, we look at the
lessons others can learn from them.
Learn how to maximise your
multi-channel software and strategies
by downloading our free eGuide
‘Multi-channel leaders, we
salute you: what you can
learn from John Lewis’.
Download Now!
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