Het Nieuwe Winkelen (The New Shopping) from Hoofd Detail Handel is an article in Dutch which tries to explain shopping in general at the moment and in the future. The main purpose is to inform their members, the retail organization how to approach shopping in the future.
It contains a complete overview of all aspects of shopping so I decided to make a MindMap of the article. Below I exxplain every aspect in my vision of shopping in the future:
On one side there is the shopping process of the potential client:
Reach & market
With online shopping the shipping cost are the limit. In Europe consumers prefer to shop in online shops in their own country probably because of trust and hassle. That is why many online shops open “local” online shops.
For traditional brick and mortars the reach is the same but the market is geographical limited to the distance consumers are willing to travel. Probably the more exclusive the product the more consumers are willing to travel to see and feel the product. For shop owners it is a nice challenge to make an experience of shopping. On the side your reach maybe smaller as a brick and mortar because when the consumer lives to far from your shop and it is easier to order online they will not come to your shop.
You as a shop owner can have a very interesting product but as long it is not known it will not be bought. Word of mouth (reference/referral) is the best promotion but slow. Luckily there is social media which can speed up the word of mouth.
Besides of social media you can promote your shop with products with paid promotion line adwords, display or more traditional ways like radio, tv and other traditional media.
When the product is known, the consumer has to to buy it. Word of mouth is again the best way. Otherwise it has to be clear which problem it will solve for the consumer. A problem you have to see very wide. To have a product your neighbor has or doesn’t have also solves a problem.
In general brick and mortars focus on more consumers in the shop. When consumers are putting the effort to come to a shop they are probably willing to buy. For online shops it is easier to enter and also easier to leave. Besides there is no face-to-face interaction with a sales person which makes a visit of an online shop less valuable then a visit of a brick and mortar.
Buys, satisfied & Returns
Buying is very important. If visitors don’t buy there are no sales. But if the focus is only on selling it may be that the client is not satisfied. So in general the focus from online shops and from brick and mortars is to satisfy the clients. Satisfied as well unsatisfied clients spread the word. It is said that an unsatisfied client will tell “everyone” about his bad experience but a satisfied client will only tell his best friends about his good experience. Satisfied clients will spread the word and if you are lucky they will use Social Media to spread the word which makes the reach bigger and it goes faster. Word of mouth is the best marketing. Besides your client will return.
On the other side there are aspects important for a shop owner, which can also be an online-shop owner. It is promoted as the 7 C’s:
Consumer – influences & trends:
- way of living: more and more one person families
- stagflation: re-commerce (2nd hand selling via auctions), buying on price
- consumers getting more mobile
Communication – influences & trends:
- social media marketing
- Social community marketing
- shop as a showroom (from online shops)
- discount driven sales/marketing
- create urgency (last products)
- social shopping
- location based marketing
Choose – influences & trends:
- cross-channel orientation
- shop reviews
- product reviews
- mobile device marketing
- value retailing
- shared purchasing (United Consumers)
Channel – influences & trends:
- from brick & mortar to online shop
- from online shop to brick & mortar (Coolblue)
- mini portals (9straatjes)
- 24/7 shopping
- mobile Internet
- social shopping (order in Social Media)
- shop in shop
Checkout – influences & trends:
- pay with mobile
- fast payment (self scanning)
- customer loyalty
Custom(er) Experience – influences & trends:
- client decides, client is in control: click and collect
- personal attention
- shop focused on target group
- online in brick & mortar (WiFi, QR codes)
- shopping is an experience
- save time and effort