Online and offline integration of the customer interface
We have applied the 7Cs Framework to the online customer interface, but all the elements of the online interface also can be replicated offline. The design of mutually reinforcing online and offline interfaces provides a consistent offering and brand message to the customer. In this section, we explore how each as the 7Cs might be implemented offline and study examples so the successful integration of online and offline enter faces.
Context in the offline world is the look-and-feel of the physical store .Context is comprised of, among other things, the store architecture, the appearance and demeanor of the store’s staff, the openness of the retail environment, the openness to light, the color, and the style selection. J crew stores provide a sense of spaciousness and lightness by the use of open space and abundant natural and artificial light .store colors match store to store-and match the colors of the clothing offered in the store. The stylish and uncluttered look-and-feel of the J crew.com site. This look-and-feel reinforces the company’s positioning as a relaxed shopping place that offers stylish and casual clothes. On the other hand, Gap stores have a consistent design to help shoppers navigate the store and to maximize sales. Customers know they can find new fashionable items at the front of the store, core lines (such as chinos and jeans) in the middle of the store, and sale items at the very back.
Content in the offline world includes all the products, services offered at physical store locations. Barnes Noble bookstores contain a very large selection of books and magazines Customers can get large discounts on some book categories, such as best-sellers. Customers get information on books by searching through catalogs or by using in-store computer terminals. Customers service is readily available through the many customer service is readily available through the many customer service representatives at most stores. The Barnes noble physical store offering of easily accessible information on a large selection of books at discount prices complements a nearly identical virtual offering at the bn.com website. The website provides the same easy access to information and prices but through powerful search software.