Online And Offline Retail Are Converging At Last: Atomic 212’s Jason Dooris

Online And Offline Retail Are Converging At Last: Atomic 212’s Jason Dooris
SHARE
THIS



Online retail and bricks and mortar stores aren’t mortal enemies. Far from it argues Atomic 212’s Jason Dooris (pictured below) in this opinion piece. And it’s all backed by some juicy examples too. And you can’t argue with that…

Online and offline retail should not be seen as two separate or opposing streams. One influences the other, and brands should develop their offline and online presences harmoniously, in order to create a holistic consumer experience.

Jason_Dooris-m7iky3kvc7andfgjnnrxqsjl4g993o1gfpb5zypdzk

Figures from Deloitte from 2015 indicate that the digital space has an influence on a whopping 40 per cent of visits to brick and mortar locations in Australia.

Consumers are increasingly using digital devices to conduct research and price comparison before going into a store. Deloitte has also suggested that if these Australian trends continue in the same direction, we will see digital influence the majority of in-store visits within just a few years.

For some years now, most established brands have begun embracing digital in a big way, which can be seen for instance through the proliferation of e-commerce and the rapid acceleration of digital marketing and non-linear conversion strategies.

But as brands shift and adopt their digital presence, many are not adapting their physical space at the same time. As I said earlier, online and offline should not be seen as two separate streams of a brand’s marketing strategy. Instead, innovative brands might think about adapting their physical spaces into convergent online-offline spaces.

From beacon technology to virtual reality to mobile-led in-store payment systems, digital technologies in the physical space are set to drive retail evolution, and I expect heaps of major players to start jumping on board.

Below are a few cool examples from foreign markets:

Pizza Hut Subconscious Menu: A digital Pizza Hut menu in the UK tracks the eye movements of customers to determine which pizza ingredients they subconsciously desire. You never have to make a conscious decision again!

Tommy Hilfiger Digital Showroom: The global fashion brand launched a digital sales room at its global headquarters in Amsterdam in 2015 – the showroom is centred around interactive screens which truly blend the digital and brick and mortar experience.

Walmart Pay: It just keeps getting easier to buy stuff. Walmart has launched its Walmart Pay system, where people can use their smartphone to buy products in-store. It’s all about omni-channel distribution.

St Helen’s digital clothes rail: St Helen’s department stores in the UK have rolled out clothes rails in their brick and mortar locations which indicate to customers the clothing lines which are getting the most shares, comments or likes on Facebook and Instagram.

http://www.liverpoolecho.co.uk/news/liverpool-news/uks-first-digital-clothes-rail-10539160

Virtual Reality Shopping: Online service Retale has partnered with VR technology Oculus Rift to roll out a virtual reality retail service – instead of simply seeing items on a computer screen, retail shoppers can wear the Oculus headset and immerse themselves in a 360° shopping experience. Dior has also launched a VR headset to give consumers backstage access.

http://www.theverge.com/2015/12/16/10287786/oculus-rift-retale-shopping-deals-app-virtual-reality

http://www.lvmh.com/news-documents/news/dior-creates-its-own-virtual-reality-headset/

Of course, these examples are all from overseas. What I’d like to see is similar digital innovations being injected into the Australian

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]