I help brands overcome the challenges of digital commerce through strategy, capability and advantage creation. Digital Commerce Leader | Speaker | Thought Leader | Consultant | Advisor | ex Borough Councillor
WHEN ONLINE AND OFFLINE MEET Like many around the world my Easter Monday started with a trip to the DIY store. Even at 10am it surprised me 1) how busy the store was and 2) how many of the shoppers were using their phone to help make their selection. Some of our multi-channel shoppers will have been comparing prices in other retailers, the immediate nature of most DIY needs however, means that price won’t necessarily be the most significant driver of purchases. Walking the aisles I noticed that more than one multi-channel shoppers were watching You Tube videos that were explaining how to use a specific tool or complete a certain task. One shopper was using a paint-manufacturer’s app and was applying virtual paint colours to a photo of a bedroom. Another customer was visiting a manufacturer’s website, reading about the features and benefits of a power tool he had picked up. While many manufacturers still think of marketing being a very different function to commercial, and consider digital commerce to be a separate channel to traditional retail, my experience today tells me that customers no longer see the world in such simplistic terms. 4 & 5G gives customers the opportunity to seamlessly blend their in-store experience with information, media, content and other relevant applications to create a multi-dimensional buying experiences that builds the relevance of individual products to their specific consumer needs, customer missions and shopping journeys. We all know that digital channels influence traditional purchases, and vice-versa. The question for all retailers and manufacturers now is, how can we make the most of that opportunity? What is clear is, the answer to that question is complex and goes beyond simply having a website, social media page, content strategy or customer app. It will involve structural and ways of working changes. After all, we can’t provide a seamless on/offline experience without starting with how our customers are buying and working backwards to align all aspects of our business around it. #digitalcommerce #ecommerce #retail #retailindustry #retailing #strategy #cpg #cpgindustry #fmcg #fmcgindustry #omnichannel
Jasmine Poke
8mo
QR codes at shelf to link to a brand store on the retailers site feels like it would create a great experience here.
Kate Muslayah
7mo
So true. See this everywhere a shopper wants to review, validate or ensure what they are buying is the right choice for them
Md Tahidul Islam
8mo
Customers nowadays expect a seamless online and offline shopping experience, blending different channels effortlessly to meet their needs. It's all about creating a multi-dimensional buying journey tailored to individual consumers. 🌐 #omnichannel #digitalcommerce Gregor Murray
Cory Fischer
8mo
Creating a seamless online and offline shopping experience is the way to go!
Digitizing Convenience Stores | Ex-Casey’s, Kum & Go | 15-Year Loyalty, E-Commerce & Digital Expert
8moThis is a clear articulation of the reality of our current situation, Gregor – not a distant future vision. Great insight here into the organizational changes to ponder as businesses prepare themselves for what is already a digital future.