Creating a Seamless Omnichannel Experience: Part One – R.M.Williams

Omnichannel supporting technology has a come a long way in the past few years.

By: Rebecca Jourdan, Head of eCommerce @ R.M.Williams & Lisa Powell, Head of Retail Practice @ Amblique

True omnichannel execution is now more and more in the hands of operational staff and success lies in the business’ ability to truly focus on its customers; in particular how they tie product, customer service, logistics and digital together for a single unified experience for customers across the entire lifecycle of their interaction.

It has become increasingly important for brands to differentiate themselves through best of breed experiences that flow across all channels. There has recently been a shift to providing technology driven experiences that tie together digital and physical channels to offer a seamless, frictionless customer journey. This omnichannel consistency, or one retail view, is a focus of many of Amblique’s clients. We spoke to our clients and asked them what omnichannel means to them and what they are doing to try to achieve a seamless omnichannel experience for their customers.

The past 80 years have seen much change for the iconic R.M.Williams brand including embracing digital; to support customers, stream offline process and bring the brand to admirers around the world. Today, we are faced with opportunities which force us not just to remain relevant, but to seek out new ways to compete on a global stage. We all have different ideas of what innovation means, and for R.M.Williams, it has truly been about the creation of a service that will create value for both our customer and our business.

Today, we are faced with opportunities which force us not just to remain relevant, but to seek out new ways to compete on a global stage.

R.M.Williams Bespoke was designed to replace an in-store custom ordering system that was manual and cumbersome, relying on paper forms and fax machines. This application not only streamlined and improved our in-store process, but also enables customers anywhere in the world to design and order their own bespoke creations from the comfort of their own home.

Our Bespoke offering has been so successful that we are already in the process of rolling out phase two. The new offering will provide customers with the ability to build other custom products such as belts and bags. Customers will be able to create their own personalised boot and belt combination. We are also testing a monogramming service for our handcrafted leather goods. Technology is enabling us to offer iconic RM Williams product to a wider range of customers in a streamlined, modern and personalised way.

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Amblique is Australia’s industry leader in ecommerce and digital consulting, providing omni-channel strategies, retail practice and site optimisation services to help retailers and brand owners SELL MORE.
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