Quick and channel-less: a new era in retail

The last couple of years have accelerated a transformational shift in consumer expectations along with new shopping behaviours and trends. The customer is king as the saying goes, and so it is paramount that retailers know what their customers want. But this is easier said than done. The pace of change in the retail ecosystem has been phenomenal, with many retailers being caught off guard. An information explosion and democratisation of technology coupled with an increasingly aware consumer hunting for convenience has changed the complexion of retail. More than ever before, shoppers make the rules.

The rise of ubiquitous shopping and the race to become “channel-less”

What is clear now is that shoppers do not think in channels. Hence, retailers need to shift the focus from their own point of sales to the whole shopper journey — from discovery, to awareness, and to consideration, by which time the decision to purchase from a particular channel becomes merely an exercise of convenience, economics, and trust.

It is therefore not enough for retailers to just have their own e-commerce platform; they must have the ability to provide a great experience across the whole shopping journey, irrespective of the point of sale.

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