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Letting customers shop however they choose

  • Technology
  • October 21, 2015
  • Sarah Dunn
Letting customers shop however they choose

TNS NZ’s client director Ian Wentworth says the key to getting shoppers to spend more was to make them happy. Their mindset is key to their shopping decisions, as is the occasion they’re shopping for.

“Would you buy home-brand chocolates for your beloved mother on her birthday?”

Making products easier to find also increases spend. Wentworth pointed out that analysis of ecommerce stores is still at a disadvantage against physical stores, explaining that while physical stores have hundreds of years’ worth of expertise and optimising strategy behind them, most ecommerce outlets have been open for less than a decade.

As 24/7 shoppers emerge, organisations need to be “device agnostic” and provide a shopping experience of the same quality across every channel.

Craig Jordan, chief digital officer at The Warehouse, echoed this point in his talk. His personal image of the omnichannel shopper involves somebody clad in their pyjamas, sitting on a swiss ball at 2am with a glass of wine, itching to buy something.

“There’s no way they’d be allowed in-store like that, but now they can shop with us,” Jordan says.

The lines between ecommerce and retail no longer exist, Jordan says, and what’s more, they’re not on customers’ radars at all.

“Have you ever stood around a barbecue on a Saturday and someone says, ‘I’ve just had this amazing omnichannel experience’?”

The Warehouse Group focuses on using its technology to operate more efficiently and maintain consistency across its platforms, Jordan says. Its newest initiatives, click and collect and endless aisles, now provide opportunities for ecommerce and retail to be brought together.

Jordan says the bar is set high for retailers as customers are being conditioned to expect exceptional digital experiences through the likes of Facebook and Google.

“They want these things all the time.”

He says The Warehouse Group expected its new digital initiatives to take off more slowly than they have done, but puts their popularity down to the increasing time poverty of working New Zealanders, and to demand from rural communities.

Jordan says technological advances aren’t evenly adopted by populations, and retailers need to cater to varying levels of familiarity. He used his 70-year-old mother as an example, speaking of how she is an avid user of her iPhone but won’t make purchases with it.

Pointing out that the hot technology trends of today is, in many cases, not as new as it appears, Jordan says the innovations of tomorrow will be based on technology that already exists.

His tips for adapting to digital technology include:

  1. It’s not about online versus offline anymore, as customers just see every channel as an extension of the retailer.
  2. Physical stores aren’t going anywhere, but their role is changing.
  3. Refinements of innovation are going to speed up. He tips personalisation and mobile as the biggest trends: “I think we haven’t seen anything yet.”
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Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

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Retailers gather for insights at NZ Retail and The Register's breakfast

  • News
  • March 21, 2019
  • The Register
Retailers gather for insights at NZ Retail and The Register's breakfast

NZ Retail and The Register’s sales and marketing breakfast saw dozens of Kiwi retailers come together to network, sharing tips and tricks and absorbing expert advice.

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Who stole Christmas?

  • News
  • March 21, 2019
  • Kelly Withers
Who stole Christmas?

Results are starting to trickle in from Christmas 2018/2019, and for many retailers, they're a little disappointing. Paydar chief executive and co-founder Kelly Withers explores the data.

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