FIGARODIGITAL.CO.UK
Don't Be Afraid To Innovate
Bruno Berthezene, Country Manager, Solocal Group UK
The advancement of digital technologies has undoubtedly affected consumer buying habits and how customers choose to buy and research products. The development of digital
platforms has promoted an increase in the number of people researching a product online before purchasing in store, with 75 per cent of men and 63 per cent of women adopting the practice. Online forms an integral part of the customer journey,
meaning that customers have come to expect a seamless online experience. For retailers to be successful in the digital age, it’s essential that they engage with customers at each stage of their purchase journey from web to store. If brands don’t engage with consumers, there’s the risk that the customer might be tempted to switch to a competitor who is better able to meet their needs, or may
abandon their intent to purchase altogether. This presents a huge challenge to brands, who must ensure that they implement innovative and seamless solutions to remain competitive. However, the development of
digital technologies also presents huge opportunities for brands. When US retailer Macy's introduced a new ecommerce platform, their website not only generated a $1billion rise in online sales, but also infl uenced $5 billion worth of in-store sales. Embracing innovative digital
technologies can be challenging for retailers, but the benefi ts are enormous. Digital platforms provide brands with an excellent opportunity to engage, and use sophisticated technologies such as personal shopping services, appointment booking and store locators to generate leads and drive footfall to stores, helping to dramatically increase revenue and improve customer retention and loyalty.
solocalgroup.com/en
Making Attention Pay
Danielle Woolley, Customer Success Manager, Adestra
For me, the biggest challenge facing digital retailers is getting and keeping the attention of today’s distracted consumer. Consumers are constantly online, jumping between multiple devices and applications and we’ve trained ourselves to scan, not read. Increasingly, retailers must think mobile-fi rst and present content in easily-digestible chunks. Email is still the preferred channel, and an email address is
now the key to identifying and connecting with your customer across multiple touch-points – on your site, social, apps and email. Tying all this behavioural data together to deliver one to one personalised journeys is still a way off for most, but any steps you can take to make your interactions more relevant, helpful and entertaining is a sure-fi re way to win your customer’s hearts, and attention.
adestra.com Buy Line: THE EVOLUTION OF ONLINE RETAIL
YouTube launches. First uploaded video is Me at the Zoo. It’s still there and has been viewed more than 19m times.
2005
The iPhone is launched. The iPad follows in 2009.
2007
‘Showrooming’ enters the marketing lexicon.
2012 photography chain Jessops.
More than £91 billion is spent online in the UK. Showrooming is blamed for the demise of UK
2013 34 issue 24 may 2015
alternatives to the password, including vein recognition, ingestible technology and computer chip tattoos.
PayPal outline biometric 2015
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
