Multichannel is a must
We can be almost certain that innovations will come – and that they will
come fast. Retailers are forced to use many channels, spreading not
only through “bricks and clicks”, but also invading Facebook, mobile,
games… Retailers better get used to the idea, because these new trends
might be here to stay.
Another challenge for 2012 will be logistics: : rent prices are going
through the roof and top locations are almost impossible to find, so the
solution will have to be less space in the stores – and therefore
smaller stocks. In comes, again, e-commerce: if the right colour or size
of something is not available in the store, the consumer can simply buy
it online and have it delivered at home…
Belgian internet operator Telenet went even one step further in 2011:
their SmartSpots have direct videolinks with the headquarters, so the
helpdesk can remain centralised while specialised personal assistance is
available in every shop. In this era, where consumers with smartphones
are often better informed than the staff itself, this is a very elegant
solution to counter the problem – and an inventive way to combine online
and offline…
Only the trustworthy will survive
The future belongs to companies that embrace the multi-channel approach,
because while the internet will invade retail in every possible way,
physical stores will have the benefit of an actual presence, which makes
them more trustworthy than ‘virtual’ web shops. Online retailer
Coolblue’s decision to open physical stores, might be the best proof of
this theory.
Insiders believe that only the ‘pure players’ like Amazon, who have
already become a household name (and are therefore as trustworthy as
physical retailers), will survive the next few years. When these trends,
or theories, are beginning to spread throughout the world of online and
offline retail, we will be there to cover it fully for you.
Best wishes for a beautiful 2012 from the RetailDetail team,
Jorg Snoeck
