Talk to any B2B trader a few years ago, and he’d tell you the e-commerce would be off-limits. He’d list the numerous reasons why not to do it – from relationship to spec, volume, price, discount and delivery.
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.