Some retailers offer excellent shopping experiences that truly allow customers to move between channels. But designing omnichannel customer journeys can be complicated, with multiple functions, technologies and stakeholder views. Join Oliver Banks and special guest, Sarah Friswell, CEO of Red Ant, to explore how to design an omnichannel shopping trip and customer experience.
Listen to this podcast episode of the Retail Transformation Show and hear:
- Why the vision is so important and how to go about creating that.
- How to realise the vision in a world when there is no linear journey.
- How to overcome challenges with legacy architectures, silos and critical but fragile systems.
Introducing Sarah Friswell
Sarah Friswell is the CEO of Red Ant.
Originally, Sarah began her career in marketing and soon moved into account management. In turn, she found herself in the emerging digital landscape in Dubai, leading projects for brands like IBM and Volvo. Then, Sarah joined Red Ant and applied this extensive experience of technology and business to define and drive towards the great and pioneering solutions that they have now
Connect with Sarah Friswell on LinkedIn.
Introducing Red Ant
Red Ant are a tech company that works with retailers to enable omnichannel and better digital shopping.
Their primary product, RetailOS, embeds and delivers both smarter stores and channel integration for retail operating models. It’s been shown to be revolutionary for colleagues and for customers as it unifies the different tools, content and data across the business. And it turn, it helps to provide a truly omnichannel customer experience, whether shopping from home, on the go and everything in between!
Discover more about Red Ant at RedAnt.com
Examples of omnichannel solutions
Furniture Village evolved their end to end shopping experience
Explore how Furniture Village have evolved their customer’s shopping experience by working with Red Ant.
Charlotte Tilbury used virtual appointments to add service touchpoints
Charlotte Tilbury partnered with Red Ant to be able to offer great live shopping virtual consultations and offer consultative sales opportunities and the chance to build a basket together.
Further episodes of the Retail Transformation Show to listen to
If you enjoyed this episode and are interested in omnichannel, here are extra episodes to check out.
Firstly, listen to episode 171: Letting Avatars Guide Your Transformation with Howard Tiersky. This episode was referenced in the conversation and is a great conversation about defining and using your ideal customer profile or personnas.
Next, listen to episode 126: The Complexity Of Omnichannel Retail. In this one, Oliver Banks explores and explains some of the important considerations with this topic.
And finally, check out episode 72: Being Digital vs. Doing Digital with Lee Woodard. Inspired by one of the points that Sarah Friswell made, it’s important to not think about omnichannel being just a checkbox exercise of “doing” everything.
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