Close
 

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.

 
News

Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

 
 

Consumer confidence falls again, but still optimistic

  • News
  • June 20, 2019
  • Radio New Zealand
Consumer confidence falls again, but still optimistic

Consumers remain downbeat about the future of the economy, but are more upbeat about their own financial situations.

Read more
 
 

Automation will help retailers focus on customers

  • News
  • June 19, 2019
  • The Register team
Automation will help retailers focus on customers

More than 100 retailers have gathered at Freedom Furniture’s new Newmarket flagship to consider what the upcoming wave of automation technology offers for the industry. Speakers included Pier Smulders from Alibaba Group and Soul Machines’ Hilary O’Connor.

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.

 
topics
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 ...
Sisterhood
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 ...
 

A guide to the four favourite business f***-ups I've made

  • Opinion
  • June 18, 2019
  • Wendy Thompson
A guide to the four favourite business f***-ups I've made

Wendy Thompson is the founder and CEO of the successful social media marketing agency Socialites, and has 16 years digital marketing experience in some of New Zealand's top advertising agencies. However. that doesn't mean she hasn't made her fair share of mistakes in her career. Here, in her typically colourful way, she shares four mistakes she's learnt from all her years in business – and the important lessons she learnt from them.

Read more
 
 

The Kiwi start-up making edible coffee cups a reality

  • Design
  • June 18, 2019
  • Sarah Dunn
The Kiwi start-up making edible coffee cups a reality

The vanilla-flavoured, sog-resistant edible cups produced by Auckland company Twiice were four years in the making, but now they’re on the menu at Auckland cafes. We gave them a taste.

Read more
 
News

Alibaba runs its Ecommerce Expo in New Zealand for the first time

Chinese conglomerate Alibaba Group reported revenue of more than US$56 billion this year, and in Alibaba.com it owns the world’s largest online B2B trading platform ...

 
Next page
Results for
Topics
Jobs
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.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}