OMNICHANNEL STRATEGIES REQUIRE NEW WAYS OF THINKING AND NEW TOOLS
Repeatedly we see well-intentioned efforts from both retailers and brands trying to demonstrate that omnichannel is about creating a uniform image and identity online and in-store – It’s not! It's much more than that - it's about creating unique (shopper) experiences whenever your fanbases or potentials choose to contact you or you contact them. We (at least most of us) admittedly have been executing quite poorly on that for some time now. It's time to look at a much more integrated approach supporting the shopper experience wherever it happens - and have tools for generating insights across touchpoints.
Everyone can see that consumer and shopper behavior is changing with warp-speed and that technology and data-driven decision making is becoming even more essential in the world of retail. Only a few have given good responses to these changes. We have decided to embrace the shift in paradigm and acknowledge that the shopper is 100% in the driver's seat - exactly where she or he should be.
At Gorm Larsen Nordic we call it "One Channel - One Experience" – because that’s what it is from a shopper perspective – the rest is just Industry lingo that supports historic organizational structures.
GENERATE NEW RETAIL KNOWLEDGE
It's time for us (and perhaps you too) to look at your business model once again from the shopper's angle and thereby find our way out of the red waters and back to their heart and soul. This will be our New Year’s Resolution for 2018 and we currently beta-testing solutions to get there.
Exciting times ahead!
Jens Brinck - CEO & Client Service Director