SUPPLIER SUMMIT 12 TAKEAWAYS FROM HOWARD SAUNDERS: RETAIL FUTURIST
Howard Saunders takes a forward look into what the world might be like post-Covid, and shared his thoughts with delegates.
1.We need to invest in technology but not forget the impact of humanity.
2. How has the world changed? Huge brands like Brewdog/Carlsberg are continuously using different ways of advertising and talking to consumers. Carlsberg saying they’re probably not the best beer in the world and Brewdog investing in ad space then just using a picture of the can and the word ‘advert’.
3. Influencers are stronger than global brands – it’s like David & Goliath. Independent builders merchants are the Davids – you’re human, you have personalities and vulnerabilities. That’s the real difference between you and National Merchants.
4. The 2020s is the era of the little guy. 5. Are we building a smile free world?
6. Watercooler moments on Zoom don’t work, you need eye contact and to be able to connect properly with each other.
7. Through the lockdowns we were all consuming in a vacuum – but this doesn’t work long-term; you need interaction, in shops, with people around you that are like-minded.
8. Humanity wants to get out and enjoy a world post-Covid. Even gamers that enjoy spending time with others online want to get out and mix with each other.
9. Don’t be like the pair in the Four Candles sketch; communication with customers remains key
10. The customer of the 2020s wants to check stock online, reserve online, try things in store, pick up in store, have things delivered at a specific time, return in store, pay via mobile, read reviews, give feedback and receive after-sales advice both in-store and online.
11. What’s next for towns and cities? Immersive activity and experience-shopping is the future.
12. Your customer wants a digitally seamless experience, but when they stand in front of you, they want some humanity. That’s the advantage the independent merchants have, they can still offer human interaction and good customer service.
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January 2022
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