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"The future of Shopping" summarised by Laurie Berthet

Summary of Darrell Rigby's article (Harvard Business Review) for the Retailing course at IAE Savoie Mont-Blanc, Annecy-le-Vieux (FRANCE) / M1DCI

Laurie Berthet

on 12 July 2015

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Transcript of "The future of Shopping" summarised by Laurie Berthet

Thank you for your
Digital retailing + interaction between customers and retailers
Mix the channels, mix the advantages

Prices are good and easily compared
Convenient (shop at home)
Have the choice
Keep the « human » relation between retailer/consumer
Online :

Increase profit
The customers can shop from the comfort of their homes
Traceability of the customers’ activities on the Net (targeted)
We can sell 24h/24h, 7d/7d
Save money No cost of implantation
A lot of people get a connected smartphone
The future of retailing Technologies
Omnichannels store to keep the customers in store
The key is to create an experience

Bad uses of technologies and social media
Segmented targeted smaller
Find a good balance between in shop and online retailing
The future of the shopping
E-commerce vs physical store
In US : $200 billion in revenue 9% of the total retail sale
Globally = 20% of total sales
Amazon example : 17% VS 6.5%
Experience New technologies
Digital technologies
Keep connected
Get information and share it
Multiple devices
Not available for all people
Complex and expensive
Technophobic culture
No privacy
Become « shopping addict »
Advantages for the consumer
Disadvantages for the consumer
Advantages for the retailer
In store

Personalized atmosphere

Involve the customer in an experience
Digital signage
Flash codes Apps

Price comparator

Increase the customer footfall

Allows special offers in a shorter timeframe

Boost revenue with suppliers sponsorship and advertising opportunities

Difference the shop from the other shops
Disadvantages for the retailer
In store

Hard to turn into « connected » store if it’s not in the habits
Lack of knowledge about NTIC
They underestimated the power of onmichannel shopping
Video conference
Interactive advert
Remote control shopper
Scan bar-code
QR code
Check the bank account online
Advantages for the retailer
Spotlight on reinventing retail (Harvard Business review)
IAE Savoie Mont-Blanc
M1 DCI & EMBS 2012/2013
Full transcript