ZB Group

Inc.

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It’s A Small Seamless World

Store, Online, Mobile, MediaYears ago we often associated the word seamless with women’s stockings but times have changed. Now whether we’re talking about a satisfying shopping purchase or access to the latest news, consumers want a seamless experience. Retailers, marketers and the media are all figuring out the best way to meet the “gotta-have-it-now” and “gotta-have-it-how-I-want-it” consumer mentality.

I’ve been thinking about this lately since the same word was discussed recently in two totally different settings. One was during the insightful Webinar, “Closing the Gap Between Retailer Capabilities and Customer Expectations,” presented by Susan Reda, Editor of STORES Media and Renato Scaff, Managing Director of Accenture’s Retail Practice. To access the Webinar citing the firm’s research results click here.

The other was during a lively breakfast meeting of New Jersey-based senior level communications colleagues a couple of weeks ago where we shared best practices and challenges in regards to measuring the results of our clients’ campaigns. The moderator, Ken Jacobs, explained that news and information consumption is now a seamless activity. People are using different types of methods and devices to keep abreast of what’s happening and its relevance to their daily lives. We talked about various ways to track P.R. and marketing campaign results in this new media and social-media environment which encourages sharing online and across social-networking platforms.

Even though the subject matter for the Webinar and the meeting were totally different, one of the main points was the same – today’s consumers want seamless experiences. Period. The delivery methods and distribution channels for retailers and the news media have changed immensely due to our interconnected, integrated world. Neil Blumenthal, co-founder of Warby-Parker, the trendy and popular prescription eyewear brand which launched online a couple of years ago also opened a flagship store in New York City. He believes the term E-Commerce will be obsolete soon with the convergence of e-commerce and bricks-and-mortar stores.

According to Mr. Scaff from Accenture, retailers need to Customize, Connect, Converge and Collaborate to become seamless and satisfy consumers’ needs. A few other takeaways discussed during the Webinar were:

  • Consumers are as price-conscious today as ever
  • The customer experience is everything
  • Free delivery is more important than getting same-day delivery with a fee attached
  • People like receiving coupons via email
  • Consumers want something back in exchange for their brand loyalty.

We’d love to hear your thoughts about seamlessness and how it’s affecting your role and business today.

 

 

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Shopping Online, at Stores or Both

A retail store is open for business.You can’t beat shopping online for the convenience it offers busy consumers. However, savvy retailers are now finding ways to integrate their online operations with their brick-and-mortar outlets. The opposite is also true with some online businesses opening physical stores. These changes are giving consumers more opportunities to save time and money along with the advantage of buying exactly what they need.

A recent article by Stephanie Clifford of The New York Times, discussed the growing integration of the online and offline experience offered by retailers so they are profitable while remaining relevant for shoppers. Since the Internet has become an integral part of everyday life it has increased our desire for immediacy. Realizing this fact, Walmart, the Container Store, Sears, Apple, and Nordstrom, allow items purchased online to be picked up at their local outlets. With this option, customers avoid shipping fees and the time incurred between making a purchase and redeeming it.

Transformations affecting retail businesses abound to keep up with consumers’ desires. Those which were online-only for years have augmented their operations with physical outlets and other brands found in mass retail outlets are introducing company-owned stores.

An example of each is below:

The popular Greek-style yogurt, Chobani, which is sold at grocers in the U.S., just opened its first retail location in New York City’s trendy Soho area, stocking items in addition to yogurt and giving the brand its own unique presence.

Athleta, Gap Inc.’s line of stylish athletic wear catering to active time-pressed women, began as a catalogue and online business in 1998. Its first retail store opened in San Francisco last year and then added 20 outlets where classes in yoga, Pilates, running, plus others are offered. Athleta plans to double the number of stores in the near future expanding along with the increasing desire for active woman to remain fit and embrace sports as discussed in this Wall Street Journal story.

Retailers are fulfilling consumers’ desires whenever possible. Whether it’s during a 2 a.m. online search for a little black dress or while browsing at the mall for an espresso machine, factors such as the online and offline shopping experience, the buyers’ values and the products’ features, are all important considerations for today’s marketers.

{Image by londoneye, iStockphoto}