Creating the Seamless Shopping Experience

The retail experience is set to become even more stimulating and enticing for the consumer over the coming years, as Retailers are set to adopt the latest marketing trends and innovations.

Companies across the globe are discovering and implementing new ways to appeal to the consumer with new innovations such as interactive demonstrations, social networking, new technology and digital media.

The illustrious NGR EU committee chaired by visionaries such as Paolo Cinelli - CIO IKEA and Robert Teagle - EMEA IT Director, Starbucks are only too aware of this and have invited SAP, the leading provider of business software and driving force behind targeted marketing, to share their thought-leadership about the ‘new consumer’ and how retailers can differentiate through personalized interactions with their customers across any channel.

Despite the economic climate slowly improving, the consumer has become acclimatized to competitive prices and now expects a 24 hour, high quality shopping experience on top. These savvier consumers are using multiple channels not only to buy but also to get instant information and the best deal. SAP believes that now is the time to ensure that the approach to the consumer is consistent and relevant from wherever they choose to interact, something which the NGR EU committee (hosted by GDS International) is keen to capitalize on. As a result of this growth in multichannel shopping it is even more important for Retailers to ensure that they are profitable across all of their channels. In a recent survey from IDC they found that ‘improving multichannel profitability is among the top-3 priorities out of a list of 16 items for retail enterprises that are also selling online’. In order to achieve this, Retailers also need to take a fresh look at supply chain integration, targeted and effective promotions, cross-channel pricing strategies, assortment and organizational strategies. In today's challenging business environment, the best-run companies have clarity across all aspects of their business, which allows them to act quickly with increased insight, efficiency and flexibility.

“The economic climate may be slowly improving, but the next few years will be anything but ‘business as usual’ for retailers. The retail industry is entering a new phase of transformation. The companies that gain the most benefit will be those that can develop a profitable and sustainable multichannel business model, by delivering a seamless, high quality experience to their customers across all channels.” Darryl Owen VP Retail EMEA and India SAP

Retailers need to build on their historic focus of “selling products” and further emphasise their focus on share of consumer wallet. This will mean actively soliciting their loyal customers and facilitating the exchange of intelligence with the goal of meeting the consumers’ immediate needs. A retail model that is increasingly driven by customers needs and desires will help enable differentiation, business growth and prosperity in the highly competitive retail environment of today.