Shopping with Google
Google is entering the brick-and-mortar retail space in partnership with Dixons Carphone with a ‘shop in shop’ to drive sales of its hardware. Similarly, large store closings in the US are reshaping the retail landscape as online ecommerce start-ups take over these physical stores. And let’s not forget the persistent whispers of Amazon launching its own stores, says Prelini Udayan-Chiechi, vp marketing, EMEA, at Bazaarvoice.
Retailers looking to future-proof their business must ensure that they are bridging the gap between online and offline shopping. Bricks and mortar retailers need to enable consumers to make instant informed purchase decisions, by for example, adapting in-store digitalisation to provide consumers with immediate access to valuable information. Likewise, online shops must provide customers with peer-to-peer content they can connect with, through written customer feedback or visual user-generated content, to guide them through their purchase decision journey in the absence of direct human interaction.
Consumers are adopting new technologies at an alarmingly fast pace. Brands and retailers should see this as an opportunity, and rather than get paralysed with the fear of being left behind or trying to stifle this transformation, they must endeavour to keep up with the pace of technical innovation.