Boardroom Media || The Future of retail through the lens of online retail expert Laura Doonin

Numerous forecasts about the “eventual fate of retailing” have been made. These range from the assumed predominance of specific digital advancements, to expanded utilization of data analytics, the rising requirement for personalisation and customisation, and the change of physical spaces.

The challenge with particular expectations is that these are inclined to becoming out of date fast. Future advancements are most likely going to make the current forefront excessive, and the techniques by which customers can modify items are likely going to appear to be extremely unique later on.

Yet, when you make a stride back, some regular ideas rise from these expectations, such as, convenience, customer experience, business knowledge and personalisation. It’s these subjects that will truly shape the eventual fate of retail.

Numerous forecasts about the utilization of new innovations, for instance, connecting back to the idea of providing ease and convenience to customers is relevant to the transformation of retail today.

Online Retailer and active speaker and contributor featured in Women In Tech, Retail Global, Thrive Global, Laura Doonin says, ‘I feel that we’re really in the midst of this transformation in retail business which has been kind of been talked about but now it’s been actioned so retail traditional bricks and mortar are really to put digital first, so there’s lots of investment going into changing.’

Forecasts identifying with the rising data analytic utilization of information and investigation are tied in with understanding the customer and interacting with the customer in better ways.

‘I think we’re going to see a lot more personalization, data driven results. Looking at how you can add value and have a real balance’ say Laura Doonin.

While the specifics of each idea may change, their effect is likely going to remain. For instance, convenience in the future may identify with payment innovations or store opening hours. Whatever the case, the drive for convenience is likely to continue.

While a few topics are effectively distinguished, others are more subtle including flexibility, adaptability, and transparency.

‘So it’s more around the convenience to the customer when I think about innovation. Payment gateways and giving people flexibility to how they want to pay, giving them transparency on when they can get parcel, and trust has been really the key factor to an innovation in retail which almost sounds like really traditional methods of what customers have always wanted and it’s just in a new age’ says Doonin.

Flexibility is about retailers adapting to changing patterns and shopper requests. This is evidently found in current patterns and future expectations identified with personalisation and customisation.

Doonin states, ‘It’s just about that standard of service and how quickly they can actually walk can pack up and go. But now they’ve gone down even further down that level of personalization and to surface relevant content that they might be and interested outside of their actual retail transactional experience they have with the customer. So they it from my perspective at a really good example of a retailer that as serve and loyalty well to that end customer.’

Enabling customers to modify items requires flexibility to adjust item or service offerings. In the meantime, greater adaptability is expected with physical spaces. mConsumers have remarkable access to data regarding stores, brands and items through online channels, mobile devices and consume- to -consumer sharing. This challengers retailers to be clear-cut and honest with product or service offerings, as deceptions are effortlessly distinguished.

What next?

Online shopping is developing consistently and significant international companies are extending. This has transformed retail into a worldwide competition.

Nobody truly comprehends what the future will hold as sure as a few expectations may sound. In any case, considering the fundamental drivers current patterns and trends, as well as future expectations, there are some key variables to consider. The genuine value comes not from concentrating on just a single driver, or the most recent buzz trend.

It is vital to consider how these numerous patterns coexist. For instance, providing more adaptable services may help fulfil the requirement for more prominent customer experience and convenience. On the other hand, more prominent transparency may assist with the fragmentation of the retail industry.

The challenge for the retail business is to create specific techniques and strategies for the future in view of these main impetuses — flexibility and transparency.


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