A rally cry to the Aussie retail industry
Watching the shoppers milling around Sydney’s George Street, spending money, sizing up potential purchases and carrying bags, something occurred to me: retail is like tennis.
Alright, on the surface of it, that might seem like a flippant (and perhaps totally barmy) thought. But before anyone calls the men in white coats on my behalf, consider this.
Tennis is a game like any other, but one difference sets it aside. The same game with the same rules has endured for years – but whether you’re playing on grass, clay or asphalt matters.
The rules of the Retail game haven’t changed…
The best practice principles of retail haven’t fundamentally changed. Things like providing personal service, being the experts in your field, demonstrating product quality and having your store in the right position to capture customer attention are just as important as ever.
Quite simply, if you get these basics right, you’ll have happy customers. And happy customers mean good word of mouth.
Easy, right? So why do so many retail businesses struggle in the digital marketplace?
That’s because just like tennis, how you play the game depends on where you play it.
Digital hasn’t changed retail best practice rules, but it has changed how you create that experience for your online customers. The court surface has changed beneath your feet.
… the playing court has
Suddenly the ball reacts differently. It bounces higher, hits the ground and changes direction seemingly on a whim and you can’t get up quite as much speed or traction across the ground as before.
That’s what digital has done for retailers. Your customers have access to a whole world wide web of information, so they can be as expert as your retail staff. It’s harder to deliver a personal experience and showcase your product’s quality to your customers online. It’s really tough to put your store in the right position to be discovered and considered by your potential customers.
And word of mouth? Social media and online reviewing has totally transformed that game – a happy customer has more influence than ever before, but so does an unhappy one.
Retail needs a new gameplan
If you’ve ever played tennis, you’ll know it is possible to be a total GOD on clay – and play like your Grandma after a few too many gins on the grass court. You know how to play, you understand the rules, you’ve mastered the tricks and frankly, you’ve gotten pretty damn good at it. But this new court has totally screwed things up for you.
First off, you need to adapt the game you’ve already learned to your new setting – your processes need to transform to deliver your best game online. Everything needs to be reconsidered – from logistics and warehousing, pick and pack processes, to your customer relationship management and how to deliver customer service online. You need to find new, smart ways to visually present your products, provide the information that assists your customers’ decision-making and streamline the purchase process to close that sale.
Once you’ve done that, you’ve clawed yourself back to match point. But if you want to win, there’s yet more to think about. Packaging, shipping costs, your global pricing strategy, creating a positive delivery and returns experience. All these new factors shape your online game.
The good news is there aren’t that many players in the tournament right now
Australia is a fascinating retail market. Online shopping is still gaining traction amongst consumers, familiar high street retailers have proven slow off the mark, there are still infrastructure challenges to be overcome to make delivery a more seamless and less frustrating experience.
New research from NAB indicates that at the moment, online pureplay retailers are winning the game, controlling 70% of all online retail sales. They understand how retail needs to be played on the new court, and, as a result, are serving aces against you more often than not.
But it doesn’t have to be that way. The marketplace isn’t cluttered with too much competition right now, with even big-name retailers still warming up on the sidelines. Unlike the UK or the US too, e-commerce behemoth Amazon doesn’t have a monopoly as the top seeded player.
So gather insight into how the new court is affecting your game – and develop a smart strategy that will get you winning again.
Then the tournament is yours for the taking. Game, set and match.
Bernadine Brewer is a digital strategist at Zuni.
Please login with linkedin to comment
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.