Phil Radcliffe

Sociable Shopping Experiences

29. January 2018 / Phil Radcliffe / eCommerce

One of the important changes for retail in the last couple of years has been consumers shift in spending from buying stuff(we’ve all got lots of stuff) to spending on so-called leasure experiences(See more here on this from Deliotte). As online shopping has become faster, cheaper, and more convenient, traditional retailers have responded to this competitive threat by transforming bricks-and-mortar stores into destinations, giving shoppers more reasons to visit (and more things to spend their money on). Hello, Apple store.

What we’re now seeing is this “sociable shopping” trend coming back around – affecting the way online stores are conceived and designed.

The Bricks-and-Mortar Arms Race

To understand how far retailers are now willing to go, consider the turnaround strategy of Debenhams. The venerable British department store has been struggling to retain its traditional customer base.

The company has been partnering with Costa Coffee since 2014 to open cafes in many of its stores and spent over £25m to refurbish its flagship store in London’s Oxford Street. Now the company is taking it even further by testing a mix of in-store gyms and beauty bars. In an announcement last April, Debenhams’ CEO, Sergio Bucher, made clear the goal: make shopping easy and more fun.

Here’s another sign that boundaries between shopping and recreation are blurring: the new CEO of British retailer House of Fraser, Alex Williamson, comes to his position not from retail but from Goodwoods, a centuries old sporting estate with royal roots that provides facilities for horseracing, motor racing, golf, and other activities (see more info here). Clearly the board thought that understanding customer experiences in the wider sense had value.

The Effect on Digital

Retailers’ digital presences are evolving to be much more than just pure transactional shopping sites (more here). At CoreMedia, we’re seeing more requests from customers for functionality that allows them to build online experiences that do more than just facilitate a transaction. Brands and retailers want to tell customers about in-store services, integrate with appointment booking systems, and enhance their stores with long form content about services.

These are just a few of the inspirational, service-driven experiences we’re going to see more of in the future.

Image credit: Blow Ltd


Phil Radcliffe

Phil Radcliffe

Vice President Customer Success

Phil Radcliffe is the responsible manager for customer success worldwide. For more than ten years, he has been working with retailers and brands in EMEA across a wide variety of digital Transformation projects. Phil has worked at CoreMedia in various technical, project and sales roles with clients such as Yoox Net-a-Porter, Boots, Homebase, Vodafone, Nation Media Group, ComHem and Nokia. Phil holds a BEng in Mechanical Engineering.

More posts

Beating the Odds: Our Week at IBM Think

For CoreMedia, March means Vegas. Specifically the two major trade shows that take place there: Shoptalk and IBM Think. For our impressions of Shoptalk, see the post here. For impressions of IBM Think, read on! IBM Think, which took place March 19-22 in the Mandalay Bay Convention Center and MGM Grand Hotel in Las Vegas,...

Read More

Recommended Read #4: Voice and Visual

The smartphone was a revolution, but innovators are looking for the next big opportunity – in augmented reality (AR), virtual reality (VR), the Internet of Things (IoT), voice, and smart devices. Our roundup of articles about what these technologies may look like, and what impact they'll have.

Read More

From Incremental Innovation to Headless Delivery

Business today is rife with challenges. With both software and business requirements evolving at an ever-increasing pace, it can often feel like an impossible challenge to remain relevant in this ever-changing landscape. The solution to this dilemma is to adopt an incremental, “grow-as-you-go” approach that will allow you to adopt new technologies more efficiently and cost-effectively. An incremental approach is also the most effective way to transition to a fully headless content delivery environment, which is the strategy taken by an increasing number of successful retailers.

Read More

Post a comment

SIGN UP

Add your name and email address to sign up for our CoreMedia Blog and Industry Newsletter and we will keep you posted about upcoming events, product enhancements and news about CoreMedia.

We promise to keep your data safe and you can opt out at any time.