Could Mobile’s Rise & Desktop’s Decline Save Retail, Stop Amazon?

Could Mobile’s Rise & Desktop’s Decline Save Retail, Stop Amazon?
Merchandising & Curation

The relative decline of desktop internet shopping could provide new opportunity for stores to engage customers, at the expense of pure-plays

Piers Fawkes, PSFK
  • 25 december 2017

Our new industry report shines a light on the opportunities in retail the industry, and provides a lifeline to struggling traditional retailers and the brands sold within them. Researchers behind PSFK’s Future of Retail 2018 Report found that IRL stores can build an experiential strategy with shoppers through personalized, AI-powered and mobile-enabled systems.

As part of the research, PSFK Labs analysts conducted a quantitative survey with 400 retail professionals in November 2017 and found an opportunity for retailers to differentiate, and even combat, the threat of Amazon and similar pure-play services. Their poll shows that mobile retail’s share of revenue should grow by 10% between now and 2020, and brick-and-mortar retail will decline by 10%—numbers that reflect expected industry opinions. The most surprising result was that retailers also expect the share of revenues through desktop internet to drop too—by 7%!

Offline shopping is about to boom but the place of transaction will switch from the store cashier to the shopper’s phone. Recognizing that retailers can create new experiences that feed off this shift to mobile, I wonder if Amazon could get seriously challenged when people have fewer and fewer reasons to visit their website through their home or work computers.

While we might marvel at Alexa’s ability to connect, Amazon’s mobile experience leaves much to be desired. When a shopper uses their phone to connect with Amazon in a store or shopping mall, they can’t do much more than check the price or buy something direct.

Shoppers can’t interact with the store associates through the Amazon app or receive special treatment or a brand-led experience. This leaves a wide-open space for retailers (and brands) to play and  create difference in ‘Blended Retail.’

This latest Future of Retail report provides a roadmap on Blended Retail that shows how to build experiential retail underpinned by an invisible layer of technology-driven services to connect with shoppers in a meaningful way to drive sales, encourage repeat engagements and build brand affinity.

To back up this sentiment, key data points from the survey showed that retailers’ top two enterprise strategies lie in data management and in-store experiences, while the top two technologies that they’ll be investing in will focus on personalization and AI.

Blended Retail is a single channel vision that mixes real world experience with dynamic data to allow retailers and brands to connect with the needs of the customer—and will ultimately drive sales. Leverage the contents of the Future of Retail 2018 report as a framework to guide your innovation strategy to rebuild a rich and effective brick and mortar retail strategy today.

Key elements of the report for brick-and-mortar retailers and the corporations who sell products in them include:

  • 4 Key Consumer Behaviors In Retail
  • 10 Trends Driving Offline Experience and Digital Service
  • Original interviews with leadership at Westfield, Target, B8ta and Platform
  • Analysis & Comparison of Nordstrom & Amazon’s retail strategies for growth
  • 5 Key Pillars for the Blended Retail Store of 2020

The Future of Retail 2018 outlines how companies can transform their stores into experience centers that extend their supply chain and digital commerce platforms, creating mutual value with a focus on shopper experience. Members can download the report today or all readers can immerse themselves in the findings at our retail sessions on Jan. 17, 2018.

Our new industry report shines a light on the opportunities in retail the industry, and provides a lifeline to struggling traditional retailers and the brands sold within them. Researchers behind PSFK’s Future of Retail 2018 Report found that IRL stores can build an experiential strategy with shoppers through personalized, AI-powered and mobile-enabled systems.

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