An Omni-Channel Pioneer Explains His Methods
Omni-channel retailing refers to the development of a seamless approach to the consumer experience through all available shopping channels, such as brick-and-mortar stores, smartphones, tablet computers, personal computers, direct mail, catalog, and the like. There are a lot of retailers who have made an attempt to establish the Omni-channel opportunity. Most have not thought enough about the overall customer experience as he or she passes through the various phases of the day, and when that customer is likely to use which device or visit which store, tying all of that together.
Chico’s FAS is a $2.6 billion specialty retailer of private branded, casual-to-dressy clothing, intimates, complementary accessories, and other non-clothing gift items. The Chief Information Officer of Chico’s FAS Eric Singleton has led the creation of the FAS Digital Retail Theater. As he explains it, the company elected to refer to this body of work as a theater in reference to the theater of life. In collaboration with other departments of the company, Singleton has created an innovative Omni-channel experience for the women who are his company’s customers. The fact that he has played a leadership role in this process provides a model for IT executives in retails and beyond on how the CIO should become more customer savvy, and drive top-line innovation.