I had an interesting experience with one home furniture
retailer in the post Christmas sales which highlights how a
joined-up multi-channel capability is now essential to ensure an
effective customer experience.
My quest was to replace a kitchen table and chairs. Keen to take
advantage of the seasonal bargains I did my internet research to
see what offers were available to fit our budget. We found one
retailer that was offering 20% off in its end-of-year sale, on top
of an existing 50% reduction for the range that we were interested
in. That definitely ticked the 'very good VFM' box!
Off we went to our local store in Bracknell to find that the
particular table we were interested in out of stock. "No
problem," said the store team member, "you can find one
online". Back home on the computer we tried to locate this
specific product only to find a page hidden away in the
retailer's site that said that the product was no longer
manufactured and stocked.
