Category Archives: omnichannel

Collaboration: A Distributor point of view on Roles and Innovation

Adam Simon and Chris Petersen interview Nitin Chhabra, CEO Ace Turtle

As part of our continuing series examining a wide range of collaborative ecosystems, we are examining the transformation of the supply chain and the role of the distributor. The rising expectations of consumers are creating stress points on logistics and profitability for both retailers and brands. Fulfilment the last mile is not only a requirement of the new retail ecosystem, distributors must now emerge as innovation partners that create strategic opportunities for both retailers and brands. Continue reading

Leave a comment

Filed under omnichannel, Retail, Retail in CONTEXT

Collaboration: A Technology Retailer Perspective

Adam Simon and Chris Petersen interview Bülent Gürcan, CEO, TeknoSA

This blog is part of our continuing series examining a wide range of collaborative ecosystems that are emerging in response to consumer behaviour and expectations. While omnichannel is the new normal for customers, retailers are still evolving their transformation refining their business models to balance offline and online retail.

As strategic collaboration evolves in a new ecosystem across retail, there are as many questions as there are answers. We were excited to have an opportunity to explore these issues in a conversation with Bülent Gürcan, CEO of TeknoSA. Continue reading

Leave a comment

Filed under Market Analysis, omnichannel, Retail

Collaboration: A Worldwide Brand Perspective

Adam Simon and Chris Petersen interview Lucas Perraudin, HP

This is part of our series examining a wide range of collaborative ecosystems that are emerging in response to consumer behaviour and expectations. While omnichannel is the new normal for customers, the transformation is still in process for many brands, retailers and distributors.

Few retailers and brands can independently afford to build their own end-to-end solutions. As a result, the next phase of transformation is collaborative commerce:
ecosystems of partners who can deliver what customers want anytime and everywhere.

The culmination of this blog series will be a panel discussion at our CEO Breakfast at CES2018. We have invited three senior executives to share their perspectives from three points of view: Brand/Supplier, Distributor, and the Retailer. Continue reading

Leave a comment

Filed under Market Analysis, omnichannel, Retail

Sleeping with the enemy … or strategic collaboration?

By Chris Petersen and Adam Simon

One of the epic battles in the history of retail is the escalating war between the behemoths Walmart and Amazon. While Amazon’s total sales still lag behind those of Walmart’s, the annual double-digit growth of Amazon puts it on a trajectory to surpass the world’s largest retailer. However, the sleeping giant has awoken! Walmart is now creating new levels of innovation online, with click and collect and automated customer convenience at check out.   The rapid innovation and growth of these giants is certainly not great news for the rest of retail. Have we reached the age of “if you can’t beat them, join them”? Many retailers and brands are seeing opportunities in choosing a side. Are there any other alternatives left?

The retail goliath’s all-out war for customers via “marketplace partners”
In the battle of Amazon versus Walmart, it is no longer a war of ecommerce versus stores. Competing in today’s marketplace for omnichannel consumers requires massive infrastructure, systems, and logistics for the last mile all the way to the customer’s door. It also requires a vast assortment of products, including the most popular brands.

Increasingly, both Amazon and Walmart are searching for unique brands and products that differentiate, and attract customers to their ecosystem. For many brands, and even retailers, the choice seems to be that it is easier to partner with a giant rather than try to beat them.

Will those jumping in bed with Amazon see a “Prime” Future?
Amazon is so much more than a “retailer” – it is become an ecosystem of ecommerce, distribution and even building devices. A huge part of that ecosystem is the “Prime”, which fuels repeat visits and growth from Amazon’s most profitable customers. To attract Prime members, Amazon needs prime brands and offerings.

Best Buy electronics has recently “teamed up” with Amazon for voice shopping via Alexa in order to tap into Amazon prime customers and traffic. Kohl’s department stores has gone even further by opening Amazon product sections in their stores, and new processing for Amazon returns to Kohl’s stores.

From Nike collaborating on curated Amazon assortments, to Calvin Klein collaborating on pop-up stores with Amazon, both brands and retailers are strategically collaborating in new ways to tap into Amazon’s ecosystem and traffic. Amazon wins with prime products and new offerings.

GlobalPackaging

Walmart is rapidly recruiting its own coalition of brands and retailers
Walmart is no longer just playing catchup. They have leapfrogged Amazon in a number of areas, especially in click and collect. They also recognize the importance of assortment breadth and premier brands. In addition to purchasing millennial appealing brands like Bonobos and Moosejaw, Walmart is also focusing on curating premium brands and products. Who would have imagined that Walmart would now be collaborating with Lord & Taylor! As department stores struggle, Walmart offers a potential for Lord & Taylor to reach the masses, and at the same time, Walmart brings cache products to Walmart.com.

While Amazon may have Alexa, Walmart has aggressively collaborated with Google in voice shopping. Each giant is now literally matching each other blow by blow. Where does that leave the rest of retailers and consumer brands?

The upside of strategic collaboration with one of the giants
Simply put, omnichannel is not rapidly scaling throughout the rest of retail for many reasons.   The retailer conundrum is that if they make the extensive investments to expand online and home delivery, they starve their stores of much needed investment required to differentiate customer experience. Strategic collaboration with Amazon or Walmart offers many benefits: immediate turnkey access to ecosystems with massive traffic, no major capital investments for distribution and home delivery, reduced risk and costs. There are many upsides in reaching the masses to grow revenue by collaborating Amazon or Walmart, at least short term.

What is the downside of sleeping with an elephant?
There is a huge danger of “selling your soul” in order to survive in the short term, especially if you are a retailer. Whether it is collaborating with Amazon or Walmart, both brands and retailers must constantly evaluate:

  • Can we curate a “marketplace assortment” that sells online, without giving away our core value propositions that bring customers to our brand and stores?
  • If Amazon and Walmart own the interface of the sale, how do we engage customers?
  • How can we remain relevant to customers by offering better solutions and services?
  • What can we do better that the giants do not already do for customers?

With their vast infrastructure, systems, data and analytics Amazon and Walmart have the “big data” to leverage the most profitable products and customer segments for their gain. Are there any alternatives for the rest of retail?

Collaborating on data as the new currency for Customer Experience (CX)
The bottom line: retail is not dead. It is mediocre retailing focused on product and price that is dying! If it is only about products at a price, that is the forte of Walmart and Amazon and they are winning hands down.

The future for the rest of retail lies in creating relevance beyond products, price and promotions. Data is the new currency for strategic collaboration to differentiate value. Not just any data. The new strategic currency is “rich data” about how to establish the power of CX – Customer experience.

The most powerful untapped “gold” is the behavior of customers: before, during and after the sale. Beyond the giants, the innovative retailers, brands and distributors are strategically collaborating to create alternatives focused on how to engage customers throughout their journey, and how to deliver “knock your socks off” services that bring them back for more.

The alterative to “sleeping with the “enemy” requires both consumer brands and retailers to change the past paradigms of negotiating solely on products and price. The future of retail success lies in collaborating to create customer relationships, not the products sold.

Chris Petersen and Adam Simon are collaborating on a series of blogs that explore the rise of strategic collaboration and new customer centric ecosystems. This blog series will culminate with a worldwide panel discussion at the ContextWorld CES CEO Breakfast, where a global Brand, Distributor and Retailer will share their perspectives on strategic collaboration.

If you are interested in more information on this CES event, contact tgibbons@contextworld.com.

AS&CP Contact Blog Banner

 

Leave a comment

Filed under Market Analysis, omnichannel, Retail

What is your purpose?

By Chris Petersen and Adam Simon

One of the most impressive speakers at the recent Gitex Conference on Digital Marketing, was Christian Eid, the VP of Marketing at Careem, the start-up which has shaken up the Middle East with its model-busting alternative to Uber. Above all, he stated, you have to know what your purpose is. How important is this for strategic collaboration? Continue reading

Leave a comment

Filed under Market Analysis, omnichannel, Retail, Uncategorized

Are these the “best or worst of times” for consumer brands?

By Chris Petersen and Adam Simon

Charles Dickens begins his historical novel with the classic opening: It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity”.

Dickens’ words also accurately describe the paradox facing consumer brands today.   In many ways, brands have unprecedented opportunities to reach consumers.   Yet, the consumer transformation to omnichannel has disrupted historical retail models creating new challenges. Those brands that thrive will be those that collaborate in ways that adapt to the changing dynamics of the retail ecosystem.

Timing

Why these are the BEST of times for consumer brands
Prior to the rise of ecommerce, the route to market for consumer brands was primarily through the retail store.   The supply chain was essentially a linear model from manufactures, to distributors to retailers.   Today’s omnichannel consumers have disrupted that model and now expect to shop, purchase and take delivery anytime and everywhere.   This has created some dynamic new opportunities for brands marketing and selling products to consumers.

Direct Sales to Consumers
As consumers increasingly shop and purchase online, manufactures have an increasing opportunity to sell direct to consumers through their own ecommerce.   Direct channels can increase margin, but more importantly, they enable direct relationships with customers.

New Marketing Opportunities
More than 70% of customers begin their purchase journey online. Brands have an opportunity to engage customers early and often through multiple touch points, in addition to customer experiences in store.

Reach – Products and Supply at More Places
Through the integration of physical and digital retail, brands can effectively spread their supply across more places and use “virtual inventory” to reach more customers.

Long tail – Opportunities for Premium Mix and Revenue
The number of products carried in physical stores were limited by physical space and open to buy capital.   The growth of ecommerce enables means making a full range of products available to many more customers locally and globally.

Why these are the WORST of times for consumer brands
The rise of the omnichannel customer has swung the pendulum to be more customer centric. While the situation today might not constitute the “worst” that can happen, current customer behaviors certainly post major challenges to brands, their previous strategies and program effectiveness.

Commoditization of Products
The power of ecommerce and omnichannel customers is reaching customers anytime and everywhere. The corresponding challenge is the explosion of everyone’s products everywhere. Even if brands go direct, they are still competing with over 400 million products available on just Amazon, not to mention what’s available on Alibaba and Google.

Slippery Slope of Price Erosion
The challenge of ecommerce is transparency and ease of product and price comparison. The ecommerce giants can change pricing dynamically, by market hourly.   Once online, prices become the lowest common denominator. Even major retail stores have now realized that they must match prices online.

The missing 5th P – Personalization
Ecommerce has for the most part been an electronic catalog of what’s available at a price.   Brands have little opportunity to differentiate product or their value add services selling through ecommerce. Brands need to find ways to personalize solutions and services before and after the sale.

Connecting the Brand and User Experience
The experience online has been primarily features, function and price. Brands need more innovative ways to connect at multiple points with the customer, especially early in the journey, and at the critical points of decision to purchase which now occur across channels.

The bottom line: “All of the above” requires strategic collaboration
Brands have more opportunities than ever to reach today’s consumers.   Herein also lies the challenges of having the right media and resources to leverage those points of contact to optimize the brand experience.  The reality today is that few brands have the capacity or resources to able to do it all. Indeed, future success for consumer brands lies in their effectiveness to:

  • Optimize brand value beyond commoditization of product and price
  • Create an engaging brand experience across multiple channels
  • Solve for optimizing supply at the right time and place
  • The ability to solve for the last mile to the customer’s door
  • Personalizing service that meets customer expectations

——–

Chris Petersen and Adam Simon are collaborating on a series of blogs that explore the rise of strategic collaboration and new customer centric ecosystems. This blog series will culminate with a worldwide panel discussion at the ContextWorld CES CEO Breakfast, where a global Brand, Distributor and Retailer will share their perspectives on strategic collaboration.

If you are interested in more information on this CES event, contact tgibbons@contextworld.com.

AS&CP Contact Blog Banner

 

Leave a comment

Filed under Market Analysis, omnichannel, Retail, Supply Chain

What’s changing retail – Strategic distributor collaboration

By Chris Petersen and Adam Simon

Distributors have been part of the traditional supply chain for decades.   They were often called the “box movers” of the industry because they quite literally performed the essential service of moving mass quantities of products from suppliers to retailers’ warehouses.   While distributors still function in that role, what is rapidly changing retail is the customer demand of fulfilling a single unit to a local point they choose.   The rising expectations of consumers are creating stress points on logistics and profitability for both retailers and brands.   The capabilities for local distribution the last mile are not only a cornerstone of the new retail ecosystem, distributors are emerging as innovation partners creating strategic opportunities for both retailers and brands. Continue reading

Leave a comment

Filed under IT Distribution, omnichannel, Retail, Supply Chain