On the RetailNext blog, we frequently publish posts about the rapidly changing nature of the retail industry. Common to most everyone change is the impetus for the change itself, and today that’s clearly the shopper.
Let’s credit the Internet.
Technology has empowered today’s shopper like never before. First, shoppers have access to a wealth of product information – including loads of peer reviews – and often know more about a brand’s product and services than the brand’s associates do, something my colleague Shelley E. Kohan refers to as the “knowledge deficiency gap.” Secondly, shoppers have an almost unlimited number of global alternatives when it comes to shopping – a shopper in the U.S. can easily buy a product in the morning from China and have it delivered to her doorstep by the next day. Lastly, mobile technology empowers shoppers everywhere and anytime.
So, how can retail brands compete and differentiate?
At RetailNext, we often talk about differentiating through the delivery of a seamless, exceptional cross-channel shopping experience. It’s about the shopper and her experiences through her shopping journey, and making that journey as friction-free as possible.
How will your retail organization stay ahead of its competitors?