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The collection features neutral coloured western and Indian silhouettes with pops of bright shades and floral patterns. “When I first broke out of the mould of designing a saree and started draping it around jeans, people laughed at me. It’s created a huge statement though; there’s always a market for quirky things.”.

“The Achilles’ heel for online shopping has been that people are not going to be in when the delivery comes,” he explains.As well as electricals, click and collect has been making inroads in the groceries, clothing and small household goods sectors.Customers love the fact that they are in control and can decide where and when to collectKaren Dracou, John Lewis’ head of omni channel developmentOther companies to have launched click and collect services include clothes retailer Next and the John Lewis Partnership.”John Lewis has done a brilliant job,” said Mr Saunders. “It has a very good website and range of products, and has integrated its stores including branches of Waitrose into its delivery network.”Two thirds of the partnership’s 300 Waitrose branches offer the service, meaning that many potential John Lewis customers who do not have a branch of the department store in their town can instead pick up their purchases on a food shopping trip.”Customers love the fact that they are in control and can decide where and when to collect,” said Karen Dracou, in charge of managing John Lewis’ cross channel strategy.Starting from scratch two years ago, despite some teething problems, click and collect sales doubled in the last year, and now represents one third of John Lewis’ online sales and over 8% of total sales.Changing High StreetLike Argos, fashion chain Next enjoyed a natural starting point in the form of its old directory business on which to build an online business.”Next has been very pioneering with the speed and flexibility of its delivery,” said Mr Saunders, pointing to the fact that it will take orders up until 9pm for next day collection something that rivals such as Marks and Spencer have struggled to match.The past few weeks have been described as one of the most difficult times for retailers following the collapse of Jessops and Comet, while HMV and Blockbuster face an uncertain future after they went into administration, having both notably failed to cope with competition from online competitors.In this context, click and collect has been hailed as a rare positive development for the High Street.Some analysts have suggested that, in future, many retailers should turn their shops into showrooms and distribution points for their online operations.”The High Street is going to look a very different place in a year’s time,” said Adrian Quine, director of the British Online Retailing Association.”Retailers must realise that now the High Street is here to compliment their online operation and not the other way around.”Amazon has also built out its capacity to offer customers the option to collect items at their convenience. As well as old school doorstep couriers, Amazon also offers collection at local shops such as Spa, as well as from security code controlled lockers.Technology, however, is not the only way forward.

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