Omnichannel means nothing to the shopper

  • Opinion
  • July 2, 2015
  • Juanita Neville-Te Rito
Omnichannel means nothing to the shopper

I was delighted to be invited to speak at two different conferences last week about the emerging consumer, how their shopping experiences are being transformed and the implications of that for retailers. Interestingly one of those conferences was the Magazine Publishers Association, so a conference for a changing industry. In this world, storytelling is creating new ways for brand owners to connect with customers’ hearts, minds and souls, and curators of opinions and information are connecting to individuals. Publishers are at various stages of re-imagining their relevance and some are feeling their craft is under fire.

So into this environment I ventured. At first glance it might seem a little weird to have a retail expert come and chat about embracing disruption, but there was some method to this madness. I can empathise. As retailers we’ve been there. Ten years ago pundits proclaimed that retail was on its last legs. ‘Who is going to go shopping once the window to the world is at your fingertips?”

Well, it turns out, everyone will still go shopping. One thing the pundits did have spot on was that mediocre retailing would die. Some instantly, some slowly but die they do. Online was a catalyst for change and created a retail renaissance.

The retail world starts and ends with the shopper – always has, always will - and never before has there been such complexity to the shopping journey. It’s a journey that can change each and every time as shoppers navigate their own way through shopping experiences in an era anything and everything can be purchased at any point in time.

With the swipe of a screen we browse, pin, tweet, buy, compare products and provide star ratings. Realising and accepting that control has been wrested from them has been tough for some retailers with decades of experience to get their heads around.

Traditionally, retailers had absolute control of the shopping situation – what people could buy, how much it cost and when they could buy it.

That has all changed in a market saturated with products, retailers and information that can be procured from a multitude of channels.

Yes, the customer was always right, but now she delights in wielding her power with a turn of her trolley, a click of her mouse, or a tap on her smartphone. The shopper is truly queen of her own destiny.

The 'ah-ha' moment for many retailers has been the shopper doesn’t think about where she is buying from in terms of “channel” - she just wants her needs met. Retailers are curators of product, information, service and advice to meet shopper needs.

Your shopper doesn’t care about your strategy or how you need to run your business, she only cares about how you can solve her need on her terms. Or not. In which case, she will go elsewhere.

Omnichannel really just means “On my terms” and that means that retailers need to start thinking differently to make the shopper journey more desirable, intuitive, intelligent, and user-centric.

You don’t need to be a multi-national retailer with buckets of money, but you do need to be smart and nimble. You do need to understand your shopper journey and use those insights to effectively meet her needs.

​ ​

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.


Kiwi Property makes $138m net profit for the year

  • News
  • May 21, 2019
  • Radio New Zealand
Kiwi Property makes $138m net profit for the year

Kiwi Property has reported a strong full year underlying profit, as it continues to reinvest in its Auckland retail and office properties.

Read more

Thankyou’s latest campaign combines scent and charity work

  • News
  • May 21, 2019
  • StopPress Team
Thankyou’s latest campaign combines scent and charity work

Australian charity product organisation Thankyou has launched its latest Kiwi campaign, combining that fact that 100 percent of its profit goes towards helping end global poverty with its use of perfume-grade botanical oils in its products.

Read more

From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • May 21, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

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.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
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 ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
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 ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
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 ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Why is the next generation so anxious? Here's how young founders can avoid burn-out

  • Opinion
  • May 21, 2019
  • Jennifer Young
Why is the next generation so anxious? Here's how young founders can avoid burn-out

There may be good reason to be concerned about our young entrepreneurs. Millennials and Generation Z have been labelled generation burn-out, generation snowflake and described as narcissistic, entitled, tech-dependent and fragile. They’re also oversaturated with headlines about the raft of issues like climate change they have to tackle, plus concerns about the impact of technology and social media on their mental health. Jennifer Young explores possible reasons why the younger generation is so anxious, as well as what young founders can do to avoid burn-out.

Read more

Vodafone NZ sold to private investors for $3.4b

  • News
  • May 21, 2019
  • Radio New Zealand
Vodafone NZ sold to private investors for $3.4b

Infrastructure investor Infratil is teaming up with a Canadian investment firm to buy the local operations of Vodafone for $3.4 billion.

Read more

Readings present revised plan for Courtenay Central

  • Property
  • May 16, 2019
  • Radio New Zealand
Readings present revised plan for Courtenay Central

The company that owns Courtenay Central in Wellington says it has big plans for redeveloping the complex - which is closed due to earthquake risks.

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