Aussie ‘Bricks And Mortar’ Stores Getting Digital Engagment All Wrong: UK Expert

Aussie ‘Bricks And Mortar’ Stores Getting Digital Engagment All Wrong: UK Expert
SHARE
THIS


What best describes you?

Although the obituaries are already being planned for some of Australia’s retail outlets, The Future Laboratory’s Chris sanderson says they can be saved if they raise their game digitally. And quickly.

Sanderson, who is the co-founder of UK trend predictors The Future Laboratory, is currently in Australia for their Retail Future Forums in Sydney, Melbourne and Adelaide, and says Australian retail is suffering due to being slow on the digital uptake.

He told B&T: “The key things over the last 10 years is that the Australian consumer has driven change, not the Australian brand or retailer.

“The Australian retailer continues to play catch up with the consumer who is way ahead of them in terms of technology and engagement with technology.

“Traditionally the Australian retail departments have been extremely slow understanding what they’re customer needs and have been very slow to respond.

“If you think about installing Wi-Fi within the store environment or moving to mobile, they’ve not been the quickest to actually think about where the consumer is.”

Sanderson, who was joined at Retail Future Forums by the likes of Peter Fitzgerald, Google country sales director, and Naomi Milgrom, CEO of Sportsgirl/Sussan, says that New York and London are leading the way when it comes to the “notion of total retail”, which is offering the customer the whole brand experience.

He insists bricks and mortar are here to stay, the retail outlets that are tech-savvy are the ones that will remain, adding, “it’s very important that we remain in context when we look at the whole ‘bricks vs clicks’ argument.

“That’s why we talk at The Future Laboratory about this notion of ‘total retail’ because research that is currently been done indicates that successful retailers are the ones who understand that to target their consumers most successfully, they need a combination of online and offline retail presence, this notion of ‘total retail’.”

And he cites department stores like Saks Fifth Avenue, Macy’s and global brand Burberry as the bastions of multi-platform power brands who are all way ahead of Australian retailers with their apps, Google Hangouts and other platforms.

He adds: “If you look at Burberry, they continue to be a perfect example within a parallel of how you create multi-platforms, engagement with the customer, through apps, and then through other mechanisms.”

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]