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The new era of brick and mortar: not business as usual

From marketingland.com - September 28, 2016 10:47 PM

Retail marketers have long focused on perfecting their omnichannel strategies; however, the rules of consumer engagement have changed. Many major anchor stores are either closing or redesigning their approaches, and the overall mall landscape is changing to meet the needs of a new audience.

And while shoppers can be reached on a variety of platforms, they remain individuals and prefer a unified experience that engages them in unique ways. Business is not as usual. And, as this year’s holiday shopping season approaches, there are important lessons to learn.

Unique experiences build on brick and mortar’s strength
Even though online sales continue to grow, a recent Deloitte study confirms that consumers still prefer in-store shopping, choosing to make more than 90 percent of all transactions in store.

The fact remains — brick-and-mortar retailers offer shoppers something they want that online retailers just can’t provide: a hands-on experience with products and the ability to take them home immediately. That’s why today’s retail landscape is fertile for brick-and-mortar retailers to nurture shoppers, seeding growth with unique shopping experiences....

Jeff Domansky's insight:

The retail landscape is now omnichannel.and consumers are setting the table with new demands.

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Buy Online And Make Returns to a Store: The Customer Preference

From www.business2community.com - January 1, 2015 1:18 AM

Most retailers are familiar with “shopping bulimics” – the consumers who make purchases and promptly return their merchandise. Retail consultant Kurt Salmon told the Wall Street Journal in an article last year that one third of all Internet transactions result in returns. While this might not be the best-case scenario for retailers, some of whom lose millions a year on returns, it’s important to note that consumer behavior often dictates best practices for retailers.

Just as marketers will seek out many channels to connect with potential buyers, retailers are also embarking on omni-channel retailing to offer transaction options with the maximum number of consumers. Recent studies have shown that despite offering free shipping on returns, which has driven up online sales, retailers can leverage more pull with consumers who buy online and want to return their products in person to the physical store....

Jeff Domansky's insight:

Many challenges ahead for retailers who are encountering the fickle demands of consumers.

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Part 1: Who’s Winning on Amazon? Profitero Ranks the Best-Selling Brands in 2016

From www.profitero.com - July 27, 2016 3:00 AM

The rate of eCommerce growth as steadily outpaced total retail growth by a multiple of three to four times, Amazon.com’s growth has outpaced eCommerce by one to two times, giving it a dominant lead in many of the world’s most mature eCommerce markets. According to Forrester, Amazon drove 60% of total US online sales growth in 2015, capturing $23 billion more in U.S. eCommerce sales in 2015 than the previous year (up from $77 billion in 2014 to $100 billion).

Alex McCord of Compass Marketing, an agency which works with some of the world’s largest CPG brands: “We’re now seeing the advent of what I’ll call e-commerce native companies: companies that come onto Amazon and other e-retailers and who are able to gain traction through getting a ton of recent reviews. They know how to work the Amazon algorithm and then launch products that, from the perspective of a brand in the brick-and-mortar world, have as low as zero market share. But in the world of unbranded search on Amazon and other retailers, they’re enormous players.”

So who is winning on Amazon?

Profitero analyzed our Amazon FastMovers reports between January-May 2016 to rank the best-selling products at Amazon in several key categories. We then identified the number of products that featured in the top 100 best sellers by brand to determine best-selling brands by category....

Jeff Domansky's insight:

Fascinating e-commerce research and insight. Product marketers take note.

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