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Store-sales-influenced-by-online-research4

Store sales influenced by online research

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Categories: Customer Engagement, Future of Retail, Mobile & Cloud, Online Research, Online Shopping
Tags: Avancer Management, Javelin Group
Nigel Palmer: "We heard today from Javelin who clearly have got massive knowledge because they - across the industry really broadened in terms of what they do.  And we saw charts of, store only sales, online only sales, click and collect sales.  And then we saw this big part which is really going to increase, store sales that are influenced by online, almost like online was doing all this for it.  There is a counter one which I think is not thought about which is people going into stores and then going home and shopping or shopping while they’re in the coffee shop, because that’s an online sale.  And you’re not distinguishing those, in other words it’s becoming increasingly impossible to categorise them.  And I wonder why spend huge amounts of time categorising it and don’t just concentrate on what that customer journey is, the customer - is changing, for the customer in terms of the way they live their lives and trying to embrace that.  And with the money and the long-term investment in property, I don’t see those sorts of things coming out of the property industry and working as much in harmony with them.  Of course I fully understand wanting to protect their investment.  But it is a long-term investment and some longer term thinking I think needs to be coming rather than maybe some short-term defensivism.  I heard one person say today, “It’ll be fine because we’ve got the best property, so we’ll be alright” which for me isn’t a strategy, it’s a tactic."  
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