Experiments at the edges or innovation by command?

Multi-channel retailing is the buzzword of the era. But the differing paths retailers take to get there are illuminating, and offer a revealing glimpse into why attitudes differ between companies of varying sizes. Aurora Fashions, the British owner of clothing brands including Coast, Warehouse and Oasis, is a mid-sized retailer that, in the words of its chief executive, Mike Shearwood, is prone to the odd “mutation”. “One of the guys from Oasis came and asked for £2,000 to develop something in 2009,” he recalls. The result, he says, was fashion retail’s first transactional iPhone app. “Sales through mobile now are 10% of the digital channel.”

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