Omni Channel Analysis

Currently, M&S in Singapore is operating a business by a single channel, which is brick and mortar retail. According to BBC news, (2016) M&S revenue collapsed and it lost the market share to other rivals who are using a multi-channel platform. There are several reasons that led to decline in M&S over the period.

Firstly, M’S website is not connected to the consumer’s web experience and physical experience (Shackleton, 2016). Secondly, the traditional store has limited operating time, thereby M&S losing its consumers who prefer shopping online platform where the buyers can shop 24/7 with a competitive price. Additionally, traditional business requires numbers of physical stores in the centre as well as hiring more staff that create a high-cost
The business offer goods and services to customers via various channels such as mobile devices, messengers, email, store online website, apps, social media, and so on. The Internet is a one of the essential element, which is needed to apply the Omni channel. Singapore has high numbers of people use the internet. Based on digital marketing statistics in Singapore-2015, Singapore has the highest internet penetration by 80%. There are 3 in 4 Singaporean use social media, and the proportion hit 22%(2016), with a high number of 800,000 new people starting using social media (Tan, 2017). As a result, Omi channel has high potential in Singapore’s market.

The diagram below presents the various channels, which are my recommendations for M&S. Additionally, I would analyze these new platforms, which use to apply to the M&S’s business model. How they benefit from M&S’s business in term of improving its current issues.

In the physical store that company can offer the mobile device, for instance, tablets. The buyer can use this device to look for their variety of choices via M&S’s website. The firm also can create a self-serve online by building the Kiosks inside the stores. More conveniently, the retailers can interact with the consumers via mobile devices and understand consumer’s
The communication can be more general or more important. By using the app that helps M&S delivers to customers the awareness of interaction with its brand through regular communication. Creating trust in customer would gain tremendous outcomes for M&S for a long run.

Especially, touch point can connect customer to customer, because they can leave their reviews and interact with each other about their experiments of the products or services (Heisler,2016). Therefore, the mobile device could help M&S deliver its advertisement’s information to consumers easier and faster.

Additionally, M&S can also get the feedback information from its customers quickly to improve its products. Moreover, touch point can increase customer trust on its products once its consumers share their satisfaction with the products.

Another very popular social channel is called Facebook which has 3.4M Singaporean users in 2017. It is an essential channel to engage more customers. In Nov 2015, Facebook offered a beacon program. It provides a store where a retailer can engage its consumers when a retailer is available. M&S can interact with its buyer individually when the buyers visit the store via a Facebook app. Moreover, a customer can easily share their experience to their relationships. M&S can use Facebook to grow total revenue as well as high recognition of its brand from consumers. (Seral,