I offer you an excellent article below on the future of Retail in the digital age. Article from emarketing.fr published by Lauranne Provenzano on June 9, 2017. Subsequently, a comment will try to show a vision of SenMarketing on the subject and adaptation at the local level in Senegal with Auchan, CityDia, Casino and others retail players on site.
Review of the foreign marketing Comoros Email List to discover the best of what is being said and done elsewhere. On the program this week: digitalization of points of sale, cross-channel marketing, strengthening of e-commerce… to survive, retail has already started to reinvent itself.
Admittedly, articles are flourishing on “the tipping point” that the retail sector has reached, concedes Forbes . A Credit Suisse report estimates that 8,600 stores will drop their stores this year. A worse situation than at the height of the 2008 crisis, as evidenced by the many closures announced by historic JC Penney or Macy’s.
consumers continue to prefer physical points of sale , e-commerce accounting for only 8.1% of transactions in 2016.” Another proof that retail is not dead: the recent opening by the giants of selling online Amazon or Birchbox, physical stores. What if retailers took the opportunity to reinvent themselves and learn from Amazon’s strategies in terms of data and customer relations?
Can proximity technology save retailers?
Proximity technologies , these sensors and beacons installed in stores to record customer habits, could well be the solution. Who goes in and out? Which product is attracting interest, for how long? What is the route inside the store? So many valuable clues collected on behaviors “which make it possible to create a personalized experience for consumers, to encourage their loyalty and to increase their spending.” ”
75% of the top 20 American retailers have already integrated these technologies into their marketing strategy. “At a time when anyone can compare a product online, retailers need to find a way to connect with customers by creating a personalized shopping experience for each of them and making sure their ads are targeted at the most. close. They will thus be able to bridge the gap between on and offline experiences ”.
For the CEO of Lululemon, the future of retail remains “promising”While executives at Nike and Under Armor worry about the state of the retail sector, Laurent Podevin, managing director of yoga and running clothing brand Lululemon Athetica, is not so pessimistic. In Fortune , he believes that “the future of retail is bright”, even if it will be “different from what we do today and must therefore adapt”.
However, the sportswear brand has just announced the closure of most of its Ivivva stores dedicated to young people, preferring to refocus on its international opening, the expansion of its e-commerce and the increase of its sales to intended for the male audience.
Let’s analyze point by point very quickly.
As we can see, data-driven marketing is the center of attention. Despite everything, as our study shows, more than a third of companies fail to put their data into perspective: they risk missing their data transformation. Lululemon’s retail strategy remains separate, with the brand only selling its products in own-name stores . Unlike Nike or Adidas, it is therefore not affected by the bankruptcies of department stores or sporting goods specialists.
Lululemon even opened 40 new stores last year and now has 411 points of sale, while continuing to expand its e-commerce expertise. However, the results remain mixed: store traffic is struggling and the brand has been criticized for its lack of risk-taking in terms of the choice of colors or models.
“That being said, Lululemon engages its customers very well and they remain loyal to it”. The bet of Laurent Potdevin, fervent defender of retail, is therefore to bet on an ever more extensive customer experience , while committing to an inevitable digital e-commerce strategy .
For marketers in the retail sector, the success of marketing strategies necessarily requires a multi-channel approach . This is what emerges from an event organized by the Australian magazine Marketing Mag with AdRoll. “New customers come to us through digital channels and bring new practices with them , ” one of them explains to Marketing Mag .
To engage new prospects and retain them, it is therefore imperative to take these profiles into account and offer them content and distribution channels that meet their expectations.It is a good cross-device experience that results in loyalty – a simplified purchasing process, a pleasant digital environment – which encourages recommendation to peers and regular visits to the brand.