Mobile technology and smartphones will continue to push the limits of change in retail and a quickening pace and retailers must develop and improve their ability to adapt to the changes. Consumers will no longer wait for retailers to respond nor will they accept push back from retailers to support their shopping and purchasing method changes. There are too many options now for consumers and in addition to the available options consumers are able to develop their own capabilities through mobile apps and social networks. The time has long passed when retailers can control the methods and manner in which consumers shop and the sooner retailers embrace this realization, the sooner they will realize the benefits of sales and consumer retention.
Consumers have already embraced the mobile technology that provides the means to support their demands and there are many apps available (and more every day) that support the demands of consumer social shopping and purchasing. Retailers must realize and embrace these changes in order to develop a personal relationship with the consumer. The personal relationship with consumers is probably the single greatest tool, or action, a retailer can embrace to ensure the retention of the consumer. The control tower framework provides the ability for retailers to efficiently and effectively adapt to the changing demands and capabilities of the consumer.
The retailer must incorporate and embrace a method to quickly adapt and incorporate new capabilities into their multi channel retail capabilities. Consumers are no longer bound by offerings from any retailer, they are able now to add new mobile capabilities to support their shopping needs via mobile apps. This allows the consumer to shop at any time, virtually or brick and mortar, so they are no longer tied to the availability of any one retailer. Using the control tower framework allows the retailer to easily adapt to the changing demands and capabilities from consumers, this ability to adapt is critically important to retailers so they can maintain their relationship retain consumers.
Current features and functionality is no longer critical to the long term viability of any retailer, the key now is the ability to adapt to the changing demands of the consumer. This ability to adapt supports a collaborative relationship between consumer and retailer which is essential to the long term retention of the consumer. The retailer must incorporate this ability to to adapt and collaborate with the consumer and the control tower framework provides the means for the retailer to implement the ability to adapt without wholesale change to their legacy systems and functionality.
And now for the audience participation portion of the show…
ECommerce will have wide ranging impacts on both the retail and manufacturing sectors. How can you focus these abilities to improve the consumer's experience? Improving the consumer’s experience will require a re-evaluation of the sales channels, the manufacturing channels and practices and the supply chain channels and practices from the raw materials to the consumers’ homes. In order to ensure and maintain success in this new reality you must harness the tools and capabilities in many new areas. How can you support these continuously changing requirements?