Bringing the convenience of digital to brick & mortar stores to boost sales
- Written by Wayne Wang, CEO at crowdsourced courier service, Go People
“Retailers wanting to draw customers into their brick and mortar stores need to go beyond the traditional and start delivering creative shopping experiences, which offer the in-store experience in conjunction with the convenience of online.”
“We’re now seeing forward thinking retailers bridging the gap between traditional and online by adopting the latest technology to offer the convenience of online to the in-store experience. This is helping to appeal to time poor consumers, who could be deterred from making a purchase as they are constantly on the move and do not want to be carrying bags around with them.
“An example of retailers offering the convenience of online is Melbourne Central’s Retail Runner service, which provides a single platform for all retailers within the centre to offer delivery services comparable to those found online to shoppers. A shopper can purchase multiple items from different stores, then drivers deliver the purchases to the shopper’s nominated address at the time slot requested. This convenience will set shops apart and offer a more convenient way for Aussies to make purchases in an increasingly time poor world.”
“The retail industry, needs this change. It needs to find its new style and embrace it. What's going to be on trend over the coming months will be this hybrid experience. Those retailers that act now, will be the ones that come out on top and remain relevant in today's highly digital world.”
The need for online to supplement bricks & mortar stores
“Consumer spending has slowed significantly in Australia, particularly in regards to bricks and mortar stores. Aussies are becoming increasingly savvy with their purchases, often going in-store to try items but finding a deal and purchasing them online. This can be seen in online sales data, with NAB Online Retail Index for March seeing accelerated online sales growth of 0.9% month on month.”
“SME retailers are the ones growing the fastest and their share of online retail has grown to almost 37% of online sales. This shows it’s vital for retailers, particularly small boutiques, to have an online presence to help compete against the growing online warehouses.”
“Additionally, we’re now buying more and more for an occasion or out of necessity, so our purchases are needed by a certain time. If the retailer doesn’t offer easy and convenient delivery options, shoppers will often browse competitors offerings to get what they need when they need it.”
“In fact, our research shows that for those retailers not offering the convenience of same-day delivery, over one in ten (12%) Aussie consumers will abandon their online shopping cart for a faster alternative.”
“Crowdsourced delivery services offer unprecedented scale for retailers selling their goods online. This enables them to make deliveries in a timescale that suits consumers - from three hour, same day deliveries.”
“To keep pace with the digital takeover, Aussie retailers need to ensure they’re utilising the latest technology and offering the services that consumers not only want but are fast becoming the new standard, such as online carts and same day deliveries.”
-Wayne Wang, CEO at Go People
Stella Gianotto
