Before the world went digital, 1 click ticket to shop could have referred to clicking the button on a mobile printer which prints a ticket to promote a specific SKU in a store. It still can of course, but in today’s mobile shopping world 1 Click Ticket to Shop means so much more.
As someone once said: Get your route to market right, and the rest will take care of itself. Even though it’s probably not 100 percent right in today’s customer-centric retailing environment, the theme is worth further exploration. The overwhelming majority of editorial about today’s digital revolution focuses on the consumer, the shop or e-commerce.
Exit traditional retail , enter the era of connected commerce. Technology is pushing the boundaries of how we shop, and the physical stores are on the verge of transformation. There’s a direct link between digital connectivity and in store performance. Today, retail spaces can really resemble e-shops or be even more engaging, especially at the shelf edge. Immersion in customer experience and creation of value and trust, are key.
Go to an e-commerce event, of which there are many in every corner of the globe, and the room will be packed with a new breed of DTC companies - vertically integrated brands which are seemingly taking over the world.
Retail’s off to a roar in 2019. Turbulent times – the usual Christmas blues and a January full of disruption. There’s huge buzz about single channel, multichannel and omni-channel but even in the biggest markets online retail, excluding pure play seems to max out even in its most successful markets at 20% of total sales. So online is a channel.
#UK, E-COMMERCE RUNNING AT 20% STORES GOING OVER A CLIFF
Some say ‘what do you expect?’, we say ‘Keep Calm but above all don't just carry on’.
In Poland retail is young enough to learn from the mistakes, challenges and opportunities made in more mature markets.
There's three big ticket items to focus on.
In the margins of this week’s World Retail Congress in Madrid, I caught up with Chris Wilson, a UK based onliner by profession but who has spent lots of time in Europe multi-channelling bricks-and-mortar. He’s passionate about marketplace.
Despite all the buzz the majority of people still go shopping in stores. The stores that succeed however are the ones which go out of their way to create customer experience, value and trust. Imagine for a moment that the physical store could be just like an e shop. Well it can.