Retailers 'must be prepared to maximise customer experience'

With 72% of the UK population owning a smartphone and 50% using it to make purchases, retailers are being warned that they must be prepared to maximise the customer experience at all possible touch points in the multi-channel era.

Maximising customer engagement across all channels will form a key part of the 2013 Internet Retailing Conference, with a closing keynote from Peter Fitzgerald, Country Retail Director at Google UK who will offer stimulating and challenging ideas on retailing tomorrow and raise issues on what will be best practice and common practice in coming years.

With just over a month until the conference, Peter believes that whilst mobile should be a key focus in the five-year plan of retailers, they need to ensure they are putting their customer first and working hard to get them the products and services they want at the right time regardless of touch point.

Speaking ahead of the conference, Peter said:  "We, as consumers, always have the Internet at our fingertips for price checks, product reviews and additional product range choice, therefore businesses that have seamless touch points across channels and devices will win and win big.

"Companies that use data to customise to the needs of individuals make shopping more fun and relevant for them will lead the pack."

With relevance and personalisation highlighted as a key factor in eCommerce success, Andrew Fowler of Apptus Technologies, commented:

"To ensure online success, retailers need to make sure they are fully optimising their online opportunities and using the mass amount of data available to them to provide customers with a personal and relevant experience that not only gives them what they want and enhances their shopping experience, but converts sales."

As part of the multichannel programme an expert panel discussion will take place to explore the reality of businesses going mobile and its role in the industry with debate from the leaders of Shop Direct, Argos and LivingSocial and exclusive research from YouGov.

The Internet Retailing Conference takes place on October 16th 2013 at the Novotel in Hammersmith, London.

The conference is in its eighth year and will attract over 500 delegates and 45 exhibitors who will gather to learn about 'The New Basics' of retail and what the future could hold for the industry.

There will be three clear themes for the conference, with industry experts sharing their knowledge of The Customer, The Business and The Industry as well as a further eight free workshops.

To book your place now visit

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