The shopper doesn’t care if your brand can be found online or offline, they want to invest in authentic brands all the time. If your brand meets their criteria your brand will sell.
Tomorrow’s shoppers will invest in a personalised proposition. To meet this demand, today’s retail eco-system has to evolve into an environment where the shopper has the power, tomorrow.Tomorrow’s shoppers are buying from stores that offer a personalised entertainment, today.
This environment demands stores stock brands of value. Brands delivering volume will be found online. The maths doesn’t work otherwise. Personalisation in-store is driving Price, Product, Place and Promotion. In time shoppers will see concierge staff in the store as the core for the path to purchase decision tree.
Today, retailers are making an obvious investment in AI, Virtual Reality and advance SaaS-based solutions. The return on investment model often used is that supply chain efficiencies combined with a reduction in front-line staff will create a stronger balance sheet. With ever-thinning margins, there is a belief that the increase in shoppers buying from screens, will continue.
Whilst this might be the case short term, in the long term shoppers will see this as business as usual in-store. Like all humans, shoppers are emotional creatures of habit. Are you ready to serve your shoppers and consumers, personally?