Channel integration and channel switching
Posted: Tue Jan 07, 2025 6:06 am
This evolution of internet and e-commerce in the Netherlands naturally also has its consequences for the brick and mortar stores and shopping areas. Especially in the categories holidays, erotica, hard- and software and consumer electronics it appears that more and more is being oriented and bought online.
Professor Cor Molenaar has a clear vision on this. Within a few years, for several reasons, but mainly due to the rise of the internet, one in three shops will disappear. A vision of the future for which the professor has a good foundation, but also one that he has been calling for for a while.
If we look at the recent shift in retail, we see that a lot is indeed happening in retail. In various sectors, the number of stores is decreasing rapidly. In other sectors, however, the number of branches is decreasing less rapidly, or even stores are still being opened. And globally, the number of stores has even increased in the past period. There is nothing wrong with Molenaar's vision, but the facts do not yet prove him right.
Six challenges for retailers
In Weltevreden's vision, there are now six challenges for retailers. For example, they need to focus more on multi-connectivity , which means that websites need to be optimized for use on other devices. Not just smartphones and tablets, but also the emerging smart TV, for example.
Furthermore, customer information macedonia phone data from different channels must be linked and the different CRM systems must be integrated with each other. Customer needs must be addressed more, regardless of the customer contact channels used. According to Weltevreden, switching between different customer contact channels must also be facilitated more. Channel integration must be achieved and channel referrals must be developed.
switching behavior online shopping
M-commerce & ROI social media
Furthermore, more focus should be placed on m-commerce and how to reach, captivate and retain the customer via a mobile application should be examined. In addition, the return on investment of social media activities should be determined and improved where necessary, since consumers nowadays use social networks en masse.
Professor Cor Molenaar has a clear vision on this. Within a few years, for several reasons, but mainly due to the rise of the internet, one in three shops will disappear. A vision of the future for which the professor has a good foundation, but also one that he has been calling for for a while.
If we look at the recent shift in retail, we see that a lot is indeed happening in retail. In various sectors, the number of stores is decreasing rapidly. In other sectors, however, the number of branches is decreasing less rapidly, or even stores are still being opened. And globally, the number of stores has even increased in the past period. There is nothing wrong with Molenaar's vision, but the facts do not yet prove him right.
Six challenges for retailers
In Weltevreden's vision, there are now six challenges for retailers. For example, they need to focus more on multi-connectivity , which means that websites need to be optimized for use on other devices. Not just smartphones and tablets, but also the emerging smart TV, for example.
Furthermore, customer information macedonia phone data from different channels must be linked and the different CRM systems must be integrated with each other. Customer needs must be addressed more, regardless of the customer contact channels used. According to Weltevreden, switching between different customer contact channels must also be facilitated more. Channel integration must be achieved and channel referrals must be developed.
switching behavior online shopping
M-commerce & ROI social media
Furthermore, more focus should be placed on m-commerce and how to reach, captivate and retain the customer via a mobile application should be examined. In addition, the return on investment of social media activities should be determined and improved where necessary, since consumers nowadays use social networks en masse.