That it’s all about the customer – choice / convenience / cost. Consumers took to the internet because it was a shiny new toy, it saved them time, offered them immediacy and gave them what they wanted, when they wanted it – a fun, enjoyable shopping experience. So a key learning for bricks & mortar from online is to put the fun back into shopping, enhance the customer’s experience, give them choice, give them convenience and delight them every step of the way. Captivating the consumer through rock solid fulfilment commands a premium price and protects your margin.
Craig Sears-Black, managing director, Manhattan Associates
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