As more and more retailers move towards delivering a joined-up, omni-channel experience to their customers, the ecommerce basket requires a radical rethink. Using Hotel Chocolat as an example, we will look at how important it is for retailers to still deliver a seamless and user-friendly checkout whilst delivering the host of options that savvy, multi-channel consumers now expect such as:

• Multiple address deliveries from a single order (including international).
• Click & Collect/Reserve.
• Intelligent gifting capabilities across individual line items.
• Rapid fulfilment from stores.
• Checking individual store stock of items.

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