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What does 2013 hold for retail?

Very interested to see the prediction on multi-channel in reverse and it is about time. We live in the most internet-based of the major global economies and while all the data talks about the increases in online shopping, the preferences of certain age groups and so on, it is very hard to find a figure on that percentage of the UK population who don't or won't shop online. It is easy to learn that internet access in the home is fast approaching 80% but actual interaction is far harder to assess. Government sources state it is close to 50% and if correct then the pureplay online retailers using pureplay online marketing techniques (however sophisticated) are currently only fishing in that 50% pool. This in turn indicates that there is another 30% of the population who have the potential to shop online but don't and I would argue that this is where offline marketing techniques need to step in to assist. High street retailers need no education on the power of door drop to drive traffic and sales. And as such they have led the way in using this tried and tested technique to drive to their online stores. The case studies are compelling. However pureplay online retailers have no heritage in classic marketing techniques and as such are lagging behind, in spite of the wealth of customer data they hold that could support sophisticated targeting. Perhaps 2013 will at last be the year that this sector realises the opportunity that has been sitting there all this time. As my business is in door drop, I imagine some of you reading this will say 'well, he would say that wouldn't he!' Luckily enough Boston Consulting Group and McKinseys have backed me up with their research recently and I always find people more willing to listen to common sense when they've paid a five figure sum for it!

Mon, 31 Dec 2012

9:46 am