All posts tagged: future of retail

Digital Transformation in Store

As the role of the physical store gets redesigned by the impact of technology, there’s more evidence of the centrality of retail associates in delivering successful experiences and drive sales across channels. Simply plunging technology in stores has failed in accelerating this: to succeed employees in store need to be at the core of the Digital Cultural Transformation of the company. Perhaps no other industry has been impacted by changing customer demand like retail. People want to have 24/7 shopping experiences, and they want it now. However this trend did not crystallize into one channel taking dominance over the others, rather the expectation is to be consistent across all channels in the value chain. Which is why a lot of the Retail Apocalypse proponents, have found out that also traditional brick and mortar retail still has a meaning. I have already addressed how I believe the work in retail is changing. And have also more recently argued that the expectations put on Retail Associates need to be compensated adequately. What I want to focus today, …

Channels Are For Televisions, Not For Customer Experiences

The title of this post is a direct reference to a few reports from Forrester on the Omnichannel Playbook for 2018 written by Brendan Witcher. Since when I read this the first time, I thought that this provocative sentence really summarises in the best possible way one of the biggest organisational mistakes many companies are still doing: organise themselves by channels. Reality is that this truly “inside-out” perspective misses the real value driver in the new experience economy: customers. While prior economic offerings—commodities, goods, and services—are external to the buyer, experiences are inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level. They don’t understand the different business models that companies put together. As a customer, I want to be able to buy a product in one point of sale and return it online. I want to be able to have assistance wherever there is a signage of that brand. I want to be able to exchange and be reimbursed if there …