Stationary retail in the digital transformation

Communicating change

Since the first e-commerce projects began their triumphant advance in the 1990s, the purchasing behaviour of broad customer groups has changed fundamentally. Today, the retail customer base is largely made up of digital natives who value the in-store shopping experience without having to forego the familiar benefits of the online world. The modern customer expects availability queries, comparison options with offers from other retailers and access to further product information as a matter of course. On the other hand, there is the need for a "genuine" passion for emotionally charged products.

The mind says: Digital convenience 

Modern retail concepts such as Click & Collect, Electronic Shelf Labelling (‘ESL’), RFID and beacon technologies can usually be integrated into existing systems and linked to powerful analytics tools. This makes inventory management processes more efficient and improves the in-store experience and customer loyalty. That is the business perspective of the industry’s major players. 

The gut says: Genuine passion 

At the same time, a very different shift is taking place in city centres: a return to the passion of the handmade. Whether it’s a coffee roastery, a barbershop or a specialist bike shop – customers are increasingly seeking out specialist providers who are passionate about what they do and who impress with their enthusiasm and expertise. Even a major book retail chain has recently started adding handwritten recommendations from its staff to the books in its displays. The clear message: We know our range. We have an opinion. Books are not just products to us; literature is our passion. 

The heart beats between the two poles 

The promising path for the future is therefore likely to lie in striking a balance between digital convenience and personal expertise. For standard and mass-market products, the advantages of the online world are decisive, regardless of whether the customer is in the shop or ordering conveniently from their sofa at home via a mobile device. As soon as emotion and appreciation play a greater role, however, the local specialist retailer has a clear advantage. Bringing both worlds together and communicating this credibly will be one of the key challenges for the retail sector in the coming years.

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Service: Online communication