River Island

Omni channel retailing became an important strategy in today’s fashion world. Many retailers use this business model to improve customer experience as everyone (especially millennials) nowadays like to keep in touch with companies constantly through different platforms. One brand that uses omni channel retailing approach is River Island.

River Island, a British high street brand that is also available in other markets around the world, is present on many different platforms where they post and update on a regular basis. It is important for their customers to provide a seamless integrated experience across shopping online through desktop or mobile and bricks and mortar.

Screen Shot 2017-04-17 at 8.57.20 pm

River Island has its own website that sets automatically accordingly to the location of the customer. The website is set out for 7 different markets (British, American, Australian, French, German, Dutch and Swedish) operating in different languages and currencies.

Screen Shot 2017-04-17 at 9.09.40 pm

different website versions for different markets with local currencies

Screen Shot 2017-04-17 at 10.49.06 pm

French version of RI website

Moreover, RI is present on many online platforms like Facebook, Twitter, Instagram (now as well for men), Google+, Pinterest, Youtube and Snapchat (@riverislandsnap) – it is therefore easy for the customers to keep up-to-date with the brand regardless the preferred portal.

The online shopping experience is seamless – the brand not only provides a user-friendly website for mobiles but also a dedicated app.

rimobile

The app is compatible with iPhone, iPad and Android devices.

Screen Shot 2017-04-17 at 11.07.41 pmScreen Shot 2017-04-17 at 9.04.35 pm

What differentiates River Island from different brands is the way they advertise their products on social media, they always provide product codes and prices on Instagram and links and prices on Facebook which makes the shopping experience integrated from social media to online shopping on the website.

click-collect-ri

When it comes to traditional way of shopping – bricks and mortar – River Island tries to make it interesting and keep up-to-date with social trends. The brand provides free delivery click and collect orders to RI stores (home delivery costs between £3.99-£5.99 in the UK). River Island also keeps up with technology; the sales assistants are equipped with tablets on which they can check availability of products and create store orders from the website for customers if the size is not available in store.

 

 

References:

Screen Shot 2017-04-17 at 11.35.18 pm.png

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s