The key to success in retailing is aligning your
offer with the needs of your customers. What's needed is a proven process that
makes it easier to achieve that alignment. The new report from NACS/CCRRC
delivers a shopper research-based growth "formula" that easily
translates beyond convenience to other types of food retail as well.
One national chain reports that 40% of their pizza orders are now placed online, and independent pizzerias are feeling pain as a result. What's leading this change will affect other kinds of retailers, too.
CEO Howard Schultz generated lots of buzz recently when he expanded his
role in digital
retailing as part of a top-level shift in the company. He calls the
online shopping a “seismic” shift in customer behavior and
he wants to speed up Starbucks’ digital response. We see others
leveraging digital to improve the customer experience also, such as in food
ShopRite intended to “reinvent your idea of food shopping,”
and from the moment you enter their new store it's clear that the
experience will be different. This store taps the sales potential of several businesses not usually
served by supermarkets.
you eat out as frequently as restaurant critic Byran Miller, you may not realize
just how big an impact digital technology is having on the
experience. Miller gives a “professional” user’s perspective
in this WSJ article and points out how restaurants are responding.
With so much talk about omnichannel, we wanted to summarize our current thinking and point out some good executions. We plan to regularly update this paper and you can be part of this by suggesting an omnichannel execution that you feel shows how this is evolving.Just send a brief description of why you feel that it is unique and please keep in mind that content on Brick Meets Click is noncommercial; i.e. no selling.
Though the technology in shoppers’ hands gets most of the
buzz, we shouldn’t forget the potential of in-store technology to influence and
enhance the in-store experience. Here’s a piece on digital signage that shows
how it works in convenience store settings.
category has one of the highest mobile conversion rates? If you guessed gas and
convenience, you’re right. Also, crowd-sourcing of price information through
apps like Gas Buddy is impacting both shoppers and operators.
Mobile is making it harder to capture shopper’s attention in
lots of ways. The challenge is particularly acute at the checkout, where wait
time is more often spent looking at a small screen than the racks of store
merchandise, magazines, and candy these days.
Walmart’s big investment in ecommerce is paying dividends:
ecommerce sales are up and the enterprise-wide technology platforms will give
both shoppers and buyers access to real-time trend information on products.
Can we get more specific about
what Big Data is good for? Victor
Mayer-Schonberger and Kenneth Cukier’s new book is a big step in the right
direction, but the quote that Evgeny Morozov highlighted in his WSJ review made
me think about correlation and causation.
It’s time to break down
buying and selling tasks anew. Those digital breadcrumbs we call “big data” could help a lot - IF we can get clear about what it is and what it can do. Take BMC's Big Data Survey and we'll send you the results.
When we talk about mobile and retail,
we often move fast to features, tactics, and strategies, but unless we back up
to see the enormity of the change we’re dealing with, we might fail to get to
retail’s true digital destination.
specifics in the Playbook for Success, published by NACS/CCRRC, apply to convenience retailers, but the principles
apply to all: Deliver on the basics, defend your turf, and attract new
business. To find the right opportunities to use technology to drive sales and
improve performance, sometimes it helps to step back and look at the big