"Multi-channel retailing will simply become 'retailing' of the future," and "Give customers what they want as quickly as possible" were just some of the points made by well respected speakers in the online retail sector at this year's E-commerce Forum.

The Forum which encompassed talks by guest speakers from Nielsen, Google, Royal Mail, Sales Logiq and online retailers I want One of Those, Mankind, IKEA and Joules Clothing was held at London's Lewis Media Centre on 12 March 2008.

Alex Burmaster of Nielsen Online gave the 120+ delegates a snapshot of the current state of the online world, discussing the behaviour and demographics of online shoppers and best practices in web design. Stating "…there are twice as many people online over 50 than there are under 18".

Richard Wainwright-Lee, Managing Director of I Want One of Those followed on to share best practice of previous experiences and continued to touch on the importance of understanding the behaviour patterns of online shoppers commenting "People are now destination shopping and browsing".

Recurring themes of the day included the integration of multiple channels to become truly multi-channel, bridging the gaps between these channels, and managing online shoppers' expectations including importance of delivery and methods to reduce basket abandonment.

Google's Head of E-commerce Partnerships, Robert Swerling, highlighted the importance of helping online customers to move quickly and effectively through the site with the use of visible and transparent information and making the checkout process as simple as possible. Robert concludes "Give customers what they want as quickly as possible".

Online male-grooming company Mankind defined the importance of 'sticking to your core business model' and the role that blogging and online forums can play in aiding customer confidence, "Customers want to know other customers are using your website" comments Paul Jameson of Mankind Direct. Paul continues touching on best practices in data capturing and customer retention through structured loyalty schemes and opt-in mailings.

Adri Kraa, Head of Shop Online at IKEA, whose main point for discussion was the differences between multi-channel and Multiple Channel, discussed the need and transition into bridging the gaps between the various channels. Adri explained that by doing so effectively, the overall expenditure can be increased of truly multi-channel customers. At the same time the term 'cannibalisation' which reflects the negative effect one channel can have on another, becomes obsolete. Adri concludes "Multi-channel retailing will simply become 'retailing' of the future."

Royal Mail was fronted by Sara Wroth, Insight Manager who also delved into the intricacies of delivery and trends in multi-channel shopping, while discussing how delivery can be key in customer retention.
"Shoppers don't want hidden information, they want transparency" comments Sara. This was continued by Sales Logiq and Joules Clothing, who further touched on basket benchmarks and checkout abandonment, and the benefits of mini baskets in online shopping.

The event was rounded up by an analytical presentation of key performance metrics and overall E-commerce benchmarks by Roger Willcocks, Pindar Graphics Director.

"I definitely benefited from the forum; I came away with lots of ideas and things that we will trial in the business," commented Jason Lipton, Managing Director, Porta-Charge Ltd.

Despite blustering wind conditions and transport delays the event was a great success with delegates taking the opportunity to gain further insight from guest speakers and Pindar Graphics colleagues during break-out sessions. Veronica Stenberg, E-commerce Manager of Blossom Mother and Child comments: "Overall very good speakers, both informative and inspiring, well done".

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