By Shivaun Hales

Nick Spooner has stepped into the role of Salmat Digital CEO at a time when ecommerce is picking up the pace. Coming from a digital background, previously working for Optus, Ninemsn and Channel Ten, Spooner is confident he will help Salmat move to the next level.

Spooner spoke with www.connectedaustralia.com at the Online Retailer Conference about why it’s so important for retailers to adopt a multichannel strategy, and what steps they need to take.

According to Spooner online is a necessity for all retailers as consumers demonstrate choice and flexibility.

“Consumers are now engaging across multiple channels: mobile, online, email, in-store,” he said.

“For retailers, it’s about figuring out the right strategy, the right mix of channels to ensure consumers have greater access,” he told www.connectedaustralia.com.

While technology continues to develop rapidly, Spooner notes it can be daunting to initially move a retailer into the online space.

“It’s easy to talk about doing it, but it is hard for some organisations to focus and think,‘how do we take this forward?’” he said.

Spooner said Salmat Digital gives retailers the chance to discuss the required capabilities, “And we make sure we understand the business as well.”

“This is not a technology driven outcome, it’s about driving returns on investment, finding the right strategic solution to support the company and the consumer,” he added.

According to recent research by the Australian Centre for Retail Studies (ACRS), 58% of Australians are now multichannel shoppers, and they spend between three and six times more than store-only shoppers.

“In the past we have talked about how important email and online was, but we didn’t have the data to back it up,” he said.

“Now we have these data points, there is no denying the changing actions of the consumer,” he added.

Online strategy to compliment bricks-and-mortar

Spooner stressed that when it comes to an online strategy, it’s not one size fits all.

“Retailers run the risk of alienating consumers with a poorly thought-out online strategy,” he said.

“It’s important to choose the right channels, to deliver a consistent outcome,” he said.

“This is about complimenting the bricks-and-mortar store, not decoupling from it,” Spooner added.

Mobile leads the future of multichannel

While email has been the cornerstone for many retail campaigns due to its extended reach, Spooner believes mobile is the “next big thing.”

“Mobile is one of the most influential changes we’ve seen. The ability to link the offline and online worlds is huge,” he said.

“46% of the overall population now have smartphones, and mobile has really changed the way consumers think, act and engage,” he said.

Why social media?

The ACRS report also revealed 22% of consumers engage with retailers through social media, but what happens once a consumer hits ‘like’ on a retailer’s Facebook page?

“The consumer has taken the first step to engage with the company, and they are then more likely to purchase a product, and make recommendations,” Spooner said.

“Social media is another channel that can extend the retailers’ reach, and allows them to be innovative and creative,” he said.

Due to the instant nature of social media, it requires constant monitoring and maintenance, but Spooner believes it's a worthwhile investment and a vital part of a multichannel strategy.

Retailers sending integrated messages across different channels will create a seamless experience for the customer, and Spooner said those doing it right will see the rewards.

“Not just financial rewards but multichannel builds awareness, engagement, loyalty to retailer, and the likelihood to recommend,” he said.