The Digital Retail Experience to be returned again
Convenience has always played an important role in the shopping experience, from the first supermarkets to the first 7-eleven locations (literally called “convenience stores”) in phone purchases.
Consumers are surprised to be able to buy flowers, Veg-O-Matics and even cubic zirconia jewelry from the comfort of their home thanks to infomercials and home network television shopping.
Although selection was limited and access to a wide variety of products was limited, these options were considered very convenient at this time.
Between Alexa. Enter Google Express Enter Uber Foods
Now we can buy 24 hours a day, 7 days a week, from our sofa, almost literally anything in the world, and even receive our purchases at our door in a matter of hours. It doesn’t even matter if it’s 1 a.m. on a Thursday morning. From cheesecake to pastry? No, don’t get up. Simply press a button and you will have them at 1:30 a.m.
Now we can consume whenever we want, and the digital age has made it possible. But how should retailers think about the new level of convenience? Who will do the next step?
A recent study by Kantar ranked the most important factors when shopping, and no one with a heart rate monitored by a smartphone would be surprised that 59 percent of respondents called “stress-free shopping” in among the most important, with 57 percent. One hundred added that online shopping is the best way to get there.
The reasons are simple: comfort (anytime, anywhere) and accessibility (to anything) were key.
There is no return now.
When I was 5, I remember waiting five weeks to get a copy of 40 Funky Hits of tape after ordering it in a TV ad. Now I can stream it in five seconds, thanks to Spotify. The same is true for candy, movies or vintage posters at the Pittsburgh Monster Truck Jam.
The incentive to buy things has not changed, but the expectations surrounding the current action have. We always want these things now, but now we can get them.
What comes next
The rise of e-commerce and the development of advanced product delivery logistics, combined with a constantly connected consumer, has taken us to where we are today. Delivery speeds are unprecedented, from days or even weeks up to 30 minutes in some cases, or immediately for digital products.
While this is fascinating, what is most interesting is what happens next. What will retail trade like once we enter an era where convenience is ubiquitous?
The first area to observe is a seamlessly enhanced shopping experience across all environments, physical and digital. Yes, the “mighty experiences” cliché now exist in the best of retail, but I prefer to think of a retail abrasion ecosystem as a step beyond where we are now. You can see the green shoots here in the USA.
UU. With Amazon and some of Walmart’s best efforts and, of course, China. And yes, inherent in this, players who were once only digital, like Warby Parker, are becoming physical.
The second area observed is deeper: data-based services.
This also receives a large degree of press, and there are many examples, the most obvious being online shopping and subscription services, which allow the automation of many regular purchases, whether anniversary gifts or weekly deliveries of various grocery items . .
Yes, they sell physical products, but they really sell their services, and they can live those services to you much faster than a physical product. This provides a different kind of value for the buyer.
Back to the future
Mike, the dairy, and Sam, the butcher, are back with a new technological appearance. Like 80 years ago, today you can receive farm fresh milk delivered to your door, or even buy a hamburger from a cow that can be traced to the farm where a country cow named, perhaps, “Lucky” homeland and I hope so. they are
Because the future will go back to the past, convenience and access have been redefined. Because data can and increasingly support up supply chain farms to the table (or sustainable sourcing or ethical practices and.