Carin van Vuuren, Usablenet
“The most important thing, we believe, is to start to build multichannel-ready infrastructure,” van Vuuren says. “You have to start to think long-term.” She recommends that retailers think about critical user journeys inside individual channels first, before laying out the overall multichannel picture. Usablenet works with Marks & Spencer to help facilitate the virtual basket — a digital means to put an item on a wish list on one device and access it on another device or in another channel.
