‘Channel’ is already becoming an obsolete word. Customers and retailers are connecting via an array of ‘Shopping touchpoints.’
These ‘shopping touchpoints’ will continue to be a fusion of traditional and new shop formats and customer ‘lifestyle locations,’ across digital and physical worlds.
Retailers themselves will not be the ones to decide which channels to offer the customer. It will be the customer who dictates where and when, and how, they wish to connect with their ‘essential retailers.’
‘Retail location planning’ a standard discipline of physical retailers to define the best places to locate physical shops will be supplemented and overtaken by the new discipline of ‘Customer location planning.’
‘Customer Location planning’ will be the study of the distribution of retail touchpoints to maximise the transient movements and location patterns of the customer.
The shift in retailer mentality & functions must move from one of planting static physical shops to one of planning flexible mobile interfaces.
Retailers must move from waiting for the customer to enter their shop, to exploiting places to enter the customer’s life. It is the shift from destination shop, to ‘personal destination shop.’ It is a subtle but profoundly significant change.
RetailMeaning Consultancy: Retail Strategy
Astute strategies define the complete customer proposition of a retail business,
its assortment strategy, it’s routes to market and its commercial model.
Let us help you find the meaning in your retail business…
We will show you how to replace channels with touchpoints, how linear supply chains must become circular, why assortments are increasingly virtual, how physical is turning to local, and why products and shops are not necessarily made for each other anymore.
Our client pledge
To make every team member and colleague a ‘better’ retailer,
and to leave a permanent and positive legacy in every client business.
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Every retail business, businessman, entrepreneur and shopkeeper is different.
Every client project and collaboration we plan and deliver is different.