This webinar from Retail Week, in association with Bazaarvoice, discussed issues relating to Christmas trading in 2010 and what is to be expected for the success of UK eCommerce in 2011. Key speakers included Joanna Perry (Retail Weeks special project editor), Harrods Direct director David Worby, Argos multichannel programme and operations manager David Tarbuck, Richard Anderson, VP of International Client Services, Bazaarvoice and Malcolm Rowe, Regional Manager Northern Europe, Akamai.
There have been many stats about Christmas online sales around reports on the future of digital, so it was interesting to watch this webinar with the panel put on the spot with the public’s live streamed questions, as well as getting their chance to air their views about the next big move for UK retailers. The focus points included basket abandonment, home delivery, consumer’s confidence when buying and researching online, buying behaviour and mobile services.
Reputation is one of a brands most important assets, so it was encouraging to hear Tarbuck stating that even though the weather conditions before Christmas 2010 were rough on the UK, there were gains to be made. Argos specially adapted their services to let their customers know if their deliveries were on time, or that they could collect their held items from the stores when it was easier to get to them. Customers will lose confidence if they have poor communication with a brand and therefore will probably not return to purchase again. Premium delivery service has been said to already be popular as many consumers online have the ‘want it now’ attitude as if they were buying the item from in store.
Brands are now what the consumers say they are, rather then what they have built themselves up to be. They need to start concentrating and focusing on the consumer journey when buying their products. Consumers are ‘savvy,’ and know what eStores are all about – meaning convenience and assurance are important in building loyalty to the brand, but are not necessarily enough anymore. Consumers now need eStores to be flexible and dynamic, to not be in doubt about when their order is going to come, and have the ability to research and purchase products knowing they will be happy with them.
It is hard to say that everything can now be sold online; of course luxury goods as Worby explains may have be researched online, often to be bought in physical stores. Mobile will play a big part in the future of luxury sales as consumers will be able to scan codes in store to go online and find out more information, helping this research phase. Check and reserve or holding items is also likely to be popular within the luxury market, as a method of joining online and physical stores.
2011 will become more difficult and complicated for eStores as there are a lot more aspects that need to be thought through to keep up with consumers demands. Researched and educated strategies are necessary to create easiest and satisfying shopping experience.
Last of all, mCommerce and mobile applications were discussed. Retailers are being either a leader or a laggard here, although all of them need to be leaders. Mobile’s will not only make more money online for retailers, but will also help make the purchasing decisions for customers in physical stores.
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