“Successful retailing is different now” says Nabih (Nabs) Awad, GM – Merchandising and Assisted Selling, in a recent Retail World magazine article. There is a widely held view in marketing circles that the more channels and touch points a consumer is exposed to, the greater the prospect of making a sale.
While this may appear a logical conclusion to draw, the reality is this is a misconception. It is our view that every additional channel widens the gap between consumers and brands.
Another misconception facing retailers and manufacturers is the notion that online shopping would make the physical store redundant. But recent events prove that the digital revolution of retail is not the end of bricks-and-mortar retailing, but, rather, that successful retailing is different now.
However, Nabs notes that ACRS Omnibus Research* revealed lately that Australian consumers believe the physical store is the most influential touch point in their shopping journey. In contrast, social media had the lowest importance in influencing respondents’ final purchase decisions.
Our clients are taking full advantage of retail selling via in-store innovation, salespeople and the relevant digital applications. Through this lens, they are seeing more potential to create a sale by connecting directly with individuals in their chosen time and place.
They are also doing more to define themselves by offering more meaningful and memorable retail experiences while ensuring quality service to fulfil their customers’ expectations. They’re recognizing that not only does physically holding a product create a sense of ownership but it also drives must-have purchase decisions.
Read more at Staying ahead of the pack
