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.

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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.

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different website versions for different markets with local currencies

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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.


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

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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.


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.




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