Alternative channels through technology are a fantastic opportunity to build a competitive advantage, generate value for customers, and provide convenience. OR Tech becomes a problem when your customers are DISRUPTED.

If anyone tries to jam one more piece of cake in your stomach after dinner, you feel like your stomach might explode. Innovation is a priority, digital transformation is a priority, but loads of things are a PRIORITY in the digital era. Technology will pass and evolve in other things, but customers will stay, and the way you communicate with them needs to remain relevant.

We need to reduce reliance on the physical channel even if retail generates strong cash flow. Typical revenue by division: 54% retail, 36% ONLINE 10% other.

We need to drive technology innovation, even if it means reshaping the overall positioning.
Two out of five organisations use “THE BRAND IN YOUR HANDS” or something similar as a promise to their customers.

We need to close retails stores even if there isn’t a scope to offset significant revenue reductions with cost-saving measures.
Yes, you will have to close stores but how many and what will be the scope of the remaining ones?
A good network rationalisation strategy is needed, and diversification through formats is required.
The truth is that Tech is driving innovation to the detriment of other vital channels.

What will happen when you realise that these have been hugely neglected?
Well, stop neglecting and start shaping for the future.

Retail Stores:

They need to be redefined in their purpose in parallel with customer expectations and evolve to enable flexibility for the future.

Brand:

What about the Brand? Usually, the most neglected one in the tech rush.
Many organizations have sold their Brand values to technology and forgotten that their identity is the only meaningful way to connect and communicate with their customers by building an emotional connection with them.

Retail Organisations:

Need to evolve their Brand to maintain relevance to their customers and re-position their purpose.
Brand Positioning leads to internal corporate cultures. A high CULTURE drives excellent service delivery with employees who are brand advocates and live by the Brand.
Brand culture generates customer loyalty by leveraging the potential in your employees to communicate the Brand to your customers.

Digital:

It is just another channel. Use it wisely and use a connected approach to ensure alignment across channels and ultimately stay close to the hearts of your customers.

5 things we have achieved through digital:
• Use technology to create personalised experiences that are relevant to customers.
• Enhanced in-store operational efficiencies.
• Create a connected approach across channels with all communications delivered seamlessly.
• Use automation to simplify processes and create value for customers.
• Generate positive and boosted social media interactions.