Omnichannel Fashion Retail and Channel Integration: The Case of Department Stores

The evolution from single channel to multichannel retailing is explained by the need to overcome existing format limitations such as the size of store, expansion in new markets through electronic channels, increasing sales by cross-channel interactions and gaining valuable insight into consumer behaviour through the Internet. The aim of this chapter is to explain the development and implementation of omnichannel retailing and to demonstrate its experiential touchpoints in department stores. Case study approach is adopted to look at the development of omichannel integration and retail touchpoints in two iconing department stores: Harrods and Selfridges. Different strategies are identified and implications of each are discussed with relevant recommendations for retail practitioners.