Premium Essay

Winning the Shopper

In: Business and Management

Submitted By pavilion1
Words 382
Pages 2
Winning the Shopper

Winning the Shopper
How do consumers shop today ?

‘We now live in the age of new retailing in a multichannel world……Their high street, their computer, their smartphone – all these offer different ways of shopping (for consumers) and all are

converging’

Philip Clarke, Tesco Group CEO. 8 June 2011

Winning the Shopper
How do consumers shop today ? • The internet is the primary source for consumer electronics shoppers • Online research drives both online and in-store purchases • Online and in-store electronics shoppers purchase from different types of retailers

Winning the Shopper
A Multichannel Retail Vision In-store Online On Mobile Required to deliver a seamless experience across channels and to maintain and drive competitive differentiation

Connecte d Shopper

Winning the Shopper

A Seamless Cross-Channel Customer Experience
The same level of personalization, customization, access to information and good service needs to be delivered both online and offline

Winning the Shopper
Reacting at the street retail point
MULTIPHONE Android Smartphones

Winning the shopper

Changes in Consumer Behavior
The rise of the connected shopper has changed the shopping experience. Online shopping transformed consumer purchasing behavior, giving rise to crosschannel shopping and far higher shopping expectations, yet the in-store experience is changing very slowly since the earlier days of the shopkeeper.

Winning the shopper

Reinventing the In-Store Experience
The connected store should offer a seamless cross-channel experience to the customer – personalized, information abundant, inclusive and ‘touch and feel’. It will provide a new purpose and meaning to the store; one whose aim is to delight and engage the customer in ways not possible online

Winning the Shopper

In-Store Theatre
The bricks and mortar…...

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