‘Bigger Doesn’t Mean Better, Better Means Better’ – How online is driving change in retail…
Zebra Labs: Conversion Rate Optimisation for eCommerce
This year’s big retail chains sales are lacking the festive sparkle as they announce a loss of like for like sales, losing market share to younger more sprightly companies. It seems, as Philip Clarke the boss of Tesco put it ‘Bigger doesn’t mean better, better means better.’
The righteous circle that has fueled the growth of leading retail chains has been stifled. Retail used to be dominated by scale; buying more stores to generate larger revenues, equating to better buying power with suppliers which in turn lead to them being able to offer cheaper prices. Though as consumers become more tech savvy and the internet becomes more prevalent in our day to day lives, could the rise of online shopping be destroying the days of a single retailer dominating 30% of the market (Tesco)?
The digital revolution has enabled retail businesses to reach across the UK, cutting out the need to send millions on opening new stores. It also allows consumers to shop from the comfort of their own homes, on their commute to work or even on the toilet if they wish (this I would not advise, I have lost many phones this way 🙁 ). Consumers no longer tend to use one retailer to shop for clothes and another for food as they are presented with an abundance of choice online and are therefore prepared to shop around.
Retail chains can’t just simply build a store in ever postcode anymore, but this is not to say that scale doesn’t matter. These businesses still have enormous financial power and can therefore invest in their future and make sure that they are the first to explore new technologies and stay ahead of their competitors.
Technology like Adobe Scene 7 will change and enhance the online retail experience, putting the user at the heart of their digital products and services will ensure better and repeat business. Come learn more techniques and approaches at:
Zebra Labs are holding a one day practical workshop which will give you the tools that allow you to increase your sales performance through better design ‘Conversion Rate Optimisation for eCommerce’. Check out the site for more information and book your ticket today.