In the media
Kantar Retail’s VP of eCommerce and Digital Insights, Malcolm Pinkerton, explains that eCommerce never used to have a place on the board and was very separate to marketing or IT, but with a CDO at board level, online suddenly had a seat at the table.
Pinkerton says retailers will begin to see progress after appointing a CDO when eCommerce is no longer an isolated department, but has links with marketing, supply chain and IT. “It’s not about an eCommerce director or digital officer, a CDO is about the customer experience – it’s a more customer-centric approach.”
“Having fewer stores means retailers can focus on giving shoppers more reason to go to their stores,” says Kantar Retail senior vice president Mary Brett Whitfield.
“It seems the need for contextualised, personalised experiences that enhance the everyday is only set to intensify. With mobile now the glue binding all channels and touch-points, it not only blends the best of the physical and digital, but when combined with technology and sophisticated data analytics, equips brands with tactical tools to effectively deliver personalised, contextualised experiences. This is sure to resonate, and rapidly become an important weapon in winning the shopper as we move towards channel-less retail.”
Kantar Retail’s VP of eCommerce and Digital Insights, Malcolm Pinkerton, takes a look at how location-based technologies can help create a frictionless shopper journey.
However, Mike Paglia, an analyst at Kantar Retail, said that the most affected retailers could end up being the likes of Giant and Safeway, which he said aren’t bringing anything particularly different to the marketplace.
“This is not the final weapon that’s going to dictate how we shop in the future, or solve all of our problems, but is going to have an impact in the medium term and help Amazon reach more and more households. We had better get used to Alexa, because she is here to stay.”
Alvaro Morilla, associate analyst eCommerce/digital at Kantar Retail, shares his experience of living with Amazon’s voice-activated personal assistant, Alexa.
“With these investments at the forefront heading into 2017, Amazon is keenly focused on driving Prime as its vehicle to reset the bar for both functional and experiential elements of online shopping. Thus far, we have seen Amazon add more subscription options to help automate online grocery shopping for Prime members; going forward, we anticipate continued innovation in this area to ease the Amazon experience even further.”
Article by Meaghan Werle, eCommerce analyst at Kantar Retail.
“Shoppers have changed drastically in the past several years and now demand so much more from retailers across the board, from both a digital and physical perspective,” adds Tiffany Hogan, an expert on US retail at Kantar Retail.
“It’s a smart and creative way to repackage some of the things they have — and a big testing ground for them,” explained Tiffany Hogan, a senior analyst at Kantar Retail. She noted that the rotations are also an effective way of gathering customer data about which categories and designers are spurring purchases.