Andrew Curry | The Futures Companyon 22 January, 2014 at 03:01
We’ve moved, in other words, from e-commerce, as in electronic, to eCommerce, as in everywhere, as The Futures Company explained in its Future Perspective report – The Future Shopper. As mobile and portable devices proliferate, this trend will only accelerate.
If you’re in bricks and mortar, you’re in digital too.
Retailers that succeed in this world do so by connecting the digital and tangible, but in a way that maximises their strategic advantages. So, in the US, Safeway’s Just4You program offers personalised pricing to loyalty-card customers who access its mobile app within the store. Uniqlo’s “magic” digital mirrors, instore, allow customers to see the same item in a range of different colours. And in the UK, the department store chain John Lewis has all but integrated its online offer with its stores, and has been booming in a tough economic environment. In the UK, ‘click and collect‘ has been booming – shoppers like buying online but hate waiting for deliveries – which represents a strategic advantage for stores with a good physical footprint.