Can bricks and mortar beat ecommerce?

  • News
  • May 22, 2015
  • Elly Strang
Can bricks and mortar beat ecommerce?

Ramsys Retail CEO Stu Lees hosted the event.

Sherpa Systems senior account executive Ash Hudson and general manager of EdisTech Ray-Edward Paul also spoke.

ASB marketing manager Ben Thomsen was a further key speaker.

Thomsen said in his talk that if it’s assumed ecommerce is a customer choice, then the answer to the question headlining the event is no, as nobody can control what the customer does.

“The more interesting question is, how does ecommerce change the way we’re engaging and interacting with our customers?” Thomsen says.

He says the problem is companies are focusing on one part of their overall business, rather than all the parts working in sync with one another.

He calls this ‘building in silos’ – with mobile, websites, bricks and mortar and social media all compartmentalised, rather than working fluidly together.

This is what he believed happened when he visited an unnamed telco company’s website on his mobile and it wasn’t mobile optimised.

“They weren’t looking at the overall strategy,” Thomsen says.

He says the key is to make those compartments customer-centric by putting your customer at the heart of what you do.

“There’s so much choice and so many channels they can go through,” he says.

He says companies need to be everywhere at once, which is a challenging task.

It’s not a new or particularly sexy idea, he says, but data is the way to do it, and gathering data online can give retailers in store knowledge.

He referred to BNZ’s 2014 online sales data, which showed that online retail sales weren’t increasing that much.

Online research influencing bricks and mortar was a different story.

“I think the key metric is about 40 percent of offline bricks and mortar sales are being driven by online research,” he says.

This is why different channels need to work together to enhance the overall experience, he says.

He had three key points for retailers to take away:

  • Think about how your channels interact with each other – bear in mind they all support each other.
  • Use data from as many sources as possible.
  • Be the easiest business to deal with. Your customers will thank you for it.

The event also had in-store technology on display, featuring items like augmented reality equipment and beacons.

The eventual conclusion to the question posed at the event was that ecommerce can’t beat bricks and mortar.

Lees said for retailers to get ahead, it was all about bricks and mortar retailers adopting the strong aspects that gives ecommerce an advantage, like incredibly efficient ‘back ends’, exciting in-store technology and synchronisation across all channels.

Augmented reality and digital price tag reading technology by Luminary Promotions

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Picking up the scraps: The companies leading waste minimisation

  • Design
  • January 23, 2020
  • Findlay Buchanan
Picking up the scraps: The companies leading waste minimisation

In New Zealand, we discard 15.5 million tonnes of waste each year, an absurd amount for a small, agrarian, country at the bottom of the earth. Partly, the problem lies in our recycling systems – only a meager 28 percent of it is recycled. But, new radical solutions are being developed, we’ve already transformed water bottles into asphalt, plastic bags into clothes, and roofing into pavements. Plus, a company in the states, Joachim’s firm, plans to build a 53-story tower made with the waste, a vision for tall buildings and skyscrapers that could be made of plastic.

Read more

2020 vision: What 2020 means for Dargaville retailers

  • News
  • January 22, 2020
  • Rachel Helyer Donaldson
2020 vision: What 2020 means for Dargaville retailers

In the final installation of our series looking at retail in seven New Zealand regions, we're examining Dargaville.

Read more

Container Door fined $54,000 over non-compliant bicycles

  • News
  • January 21, 2020
  • The Register team
Container Door fined $54,000 over non-compliant bicycles

Ecommerce retailer Container Door has fallen afoul of the Commerce Commission after supplying pedal bicycles which did not meet mandatory product safety standards.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

2020 vision
What does the next decade have in store ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

2020 vision: How Cambridge retail will perform this year

  • News
  • January 21, 2020
  • Rachel Helyer Donaldson
2020 vision: How Cambridge retail will perform this year

As part of a series looking at seven regional centres to consider what regional retail looks like this year, we're considering Cambridge.

Read more

Steve Mills becomes Countdown's new GM of Merchandise

  • Who's Where
  • January 21, 2020
  • Makayla Wallace-Tidd
Steve Mills becomes Countdown's new GM of Merchandise

Countdown has announced Steve Mills as the new general manager of merchandise.

Read more

Larger retailers to discuss key issues in Retail NZ’s new group

  • News
  • January 20, 2020
  • The Register team
Larger retailers to discuss key issues in Retail NZ’s new group

Retail NZ is launching a new Leading Retailers’ Group for large and significant retailers. With its first meeting to be held in late February, the group will provide a safe outlet for senior retailers to discuss issues affecting the sector.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit