opinion: physical vs virtual retail
The battle of clicks vs bricks is on and
retailers embracing digital have the
best chance of winning
By Dean Ward, co-owner and technical director at Evoke Creative,
www.evoke-creative.com
The high street is still locked in a battle for
survival, and earlier this year suffered its
second major casualty since the financial
crisis of 2008 and collapse of Woolworths.
The demise of BHS, another British
institution, and the loss of some 164
stores and 11,000 jobs is an unfortunate
example of a retailer not adapting to an
evolving landscape, and not reacting to
demanding consumer expectations.
The conduct of those running BHS
has grabbed the media spotlight, but it
was the retailer’s failure to embrace digital
technology, investing in store design and
improving the customer experience that
really consigned it to history. Shoppers
now have more choice than ever before
as to how, when and where they make
their purchases. Poorly laid out stores,
devoid of engaging digital technology can’t
compete with the speed and convenience
of online shopping.
Catering to all
Customers, especially the younger
generation, members of generation-Z,
have grown so used to technology
that seamlessly blends into
their day-to-day lives, that its
absence is both alien and
immediately apparent.
Retailers that
do implement
digital technology
have two distinct
challenges. They
have to ensure it
is so intuitive to use and
complementary to the purchasing
experience that less tech-savvy shoppers
find it a help, as opposed to a hindrance.
But they also need to create retail
theatre for the younger generation, by
implementing technology that’s eyecatching, fun and engaging.
One retailer meeting this test head
on is JD Sports Fashion. Far from closing
stores and beating a retreat from the
high street, the Bury-headquartered firm
has never looked stronger. Reporting a
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