Online and offline become one but brands still slow to adapt

online offline shopping

The end of the digital offline divide is in sight or it should be.

FSFK’s Future of Retail 2018 outlines how companies can transform their stores into experience centres that extend their supply chain and digital commerce platforms, creating mutual value with a focus on shopper experience.

The report highlights that although today’s shoppers no longer think in terms of physical, online or mobile, many brands are still defining themselves by the logistics of the channel.

“Historically, the world’s been viewed as pretty black and white. You had e-commerce companies like Amazon, or had kind of pure brick-and-mortar retailers. You’re seeing a convergence. Most consumers don’t think of the world in channels. They think about their relationship with a particular brand or retailer,” says Dave Gilboa CEO, Warby Parker.

PSFK believe this is finally shifting and digital integration will be key for 2018.

Much of the findings would not be news to most brand managers. However, two key points might add weight to strategy plans for 2018.

Consumers see brick and mortar stores as a playground, not a point of sale. They are also shopping for an identity, not a product.

Building a compelling yet consistent brand led experience has never been more important.

Key stats from the report

mni channel, digital, offline, brand experience

Read the full Future of Retail 2018 here.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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