Due to the digital evolution, the bricks-and-mortar retailing space is changing with many analysts predicting that we will see more changes in the next 5 years than we have seen in the past 20.
Historically driven by a need to stop stores simply becoming showrooms, retailers now have access to an abundance of digitally interactive solutions they can use in pursuing their overall business objectives, from driving customer engagement and loyalty through to conversion and sales.
In the first of a 2-part article, we will look at some of the technologies and tools which can be used by retailers to drive footfall and customer engagement levels in the store itself.
Virgin Megastore MENA launched their first e-commerce channel and transform themselves into an omnichannel organization in only 9 months.
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Consumer adoption of digital commerce, a great opportunity for the store
In today’s new retail landscape, synergies between offline and online channels of a merchant are ubiquitous.
John Lewis customer multichannel behaviour and revenue snapshot. Source: The John Lewis Retail Report 2014.
Click & Collect (pick-up in the shop of an order placed online) is now a must-have service for any brick & mortar’s e-commerce given its rapid adoption by shoppers and uplift effect on basket value. According to Forrester, a third of customers collecting orders in store make an additional impulse purchase.
Another evidence of the value of the store in digital commerce is Amazon’s recent announcement to launch its first physical outlet in New York City, a revolution for the global e-tailer.
House of Fraser’s Executive Director of Multichannel shares on the Mobile First strategy behind their new e-commerce site. The UK’s department store’s chose for adaptive responsiveness (several responsive templates optimized for categories of devices, e.g. tablets) to better adapt to users’ context.
House of Fraser recorded its best ever Christmas with a increase of 57.7% of its online sales in the three weeks to December 28th compared to 2012.
House of Fraser on iPad
House of Fraser’s brick-and-mortar sales only increased by 3% over the same period of time.