FEATURE: MERCHANDISING & POS
RICKY JOHAL UNVEILS INSIGHTS INTO EVOLVING RETAIL DYNAMICS
Ricky Johal, a seasoned professional with an outstanding track record in spearheading dynamic brand and marketing initiatives, shares his wealth of experience with DIY Week readers.
in revolutionising retail landscapes across Europe, the Middle East, and Africa (EMEA) through his expertise in traditional and digital point-of-sale (POS) and shop-in- shop systems.
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Recognised as the Industry Personality of the Year in 2021, he brings a wealth of knowledge to the table and is also a key member of the Retail judging panel at the annual DIY Week Awards.
DIY Week: What is becoming increasingly popular among retail and wholesale merchants concerning offline and online POS transactions? Ricky Johal: Today,
the
integration of offline and online POS transactions is gaining substantial adherence. Merchants are embracing solutions that seamlessly bridge the gap between physical and digital realms. The concept of unified commerce is on the rise, offering a cohesive and synchronised shopping experience for customers across all touch points.
This ‘always-on’ approach is critical to gaining traction in the modern retail landscape.
DIYW: What can you tell us about the features and benefits of cloud- based POS systems? RJ: Cloud-based POS systems have emerged as game-changers in the retail landscape. They offer real- time data accessibility, scalability, and enhanced security.
systems empower merchants to
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urrently serving as the Head of Marketing, Design, and E-commerce at DK Tools, Ricky has played a pivotal role
manage transactions, inventory, and customer data efficiently, providing a flexible and very agile solution for businesses of all sizes. Key features to look out for include ease of use, extracting reports for actionable insights, marketing capability, and affordability.
DIYW: What are the benefits and drawbacks of digital signage in the in-store environment versus traditional POS? RJ: Digital signage brings a dynamic and interactive dimension to in-store environments and can sell and tell a brand and product story. While traditional POS serves its purpose, digital signage allows for real-time updates, personalised content, and a more
engaging
customer experience overall. Drawbacks may include initial investment costs and ongoing maintenance, but the long-term benefits in terms of customer engagement often outweigh these considerations. However, it is worth pointing out that brands and retailers should optimise the content specifically for the retail environment so that it attracts, engages, and converts. Whereas what I often see is an online video being played in-store with no consideration for the fact that they are two completely different engagement windows.
When it comes to traditional static POS, it is important that you land your message within a three- second engagement window as a rule, to counteract visual clutter competing for share-of-voice.
These
DIYW: What types of shopper marketing and promotional marketing campaigns work to increase traffic or footfall, as well
Above: Ricky Johal, Head of Marketing, DK Tools
as dwell time and average order value both offline and online? RJ:
Successful marketing campaigns leverage a mix of online and offline strategies. Creating exclusive in-store promotions, personalised online offers, and utilising social media to drive footfall can be effective. Additionally, incorporating interactive elements both in-store and online enhances dwell time and boosts average order value. Worth noting that integrated campaign marketing is an art that is consistently played out across multiple touchpoints, and it usually starts with nailing a communication hierarchy that can be optimised.
DIYW: Do you have any advice on best-in-class merchandising principles for retail environments? RJ: Merchandising excellence revolves around a harmonious blend of aesthetics, functionality, and understanding of your target audience. Keep retail displays fresh, embrace strategic product placement, and leverage technology to create immersive experiences. Also, regularly analyse sales data to refine your approach and stay ahead of evolving consumer preferences by reviewing key trends and macro insights.
DIYW: What is omni-channel marketing, and why is it so relevant in today’s convenience- led shopping habits? RJ: Omni-channel marketing ensures a seamless and consistent customer experience across various channels, be it in-store, online, or through mobile devices. In an era where convenience is paramount, consumers expect a unified brand experience. Integrating all touchpoints not only caters to these expectations but also fosters brand loyalty among an emerging generation (Gen Z) of post- millennial shoppers.
DIYW: Do you have any parting advice for our trade readers, some of whom might be struggling to maintain demand during the current cost of living crisis? RJ: In challenging times, adaptability is key. Focus on understanding evolving consumer needs and tailor your offerings accordingly. Also, leverage digital channels to reach a wider audience and consider strategic partnerships. Additionally, providing value- driven seasonal promotions can help maintain demand even in economically challenging times. Overall, our industry landed an unexpected boom a couple of years ago during the Covid-19 pandemic, so it’s important that we continue to build on that to remain relevant and front of mind by focusing on solution-led versus product-led communications.
Ricky Johal will be judging the retail submissions alongside our regular judging panel for the 2024 DIY Week Awards, and once again, we look forward to his valued contribution.
NOVEMBER 2023 DIY WEEK 29
DIY WEEK EXCLUSIVE
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