The Coke truck has delivered, the John Lewis advert has brought tears and a good bet for a seasonal Number 1, and the annual celebration of the omni-channel mobile retail; Cyber Monday, heralds the arrival of Christmas.
As December kicks off, the change in the calendar brings a real focus upon driving discounts and deals to capture customers interest as the clock ticks down to close of business on December 24th! The rise and rise of smart and tablet devices continues to drive a change in consumer behaviour. Peak time retailing is the best illustration of this – the volume and value of transactions is extreme and hence makes good copy! The following BBC article has some tremendous stats from some of the most visible names in the Christmas rush; VISA, Amazon, and John Lewis.
So, are we stopping going to the shops? Not at all. The mad dash down Oxford Street, or around your local retail park, is undeniably still a seasonal staple. But these days, you are just as likely to be marketed to, price checking, reserving and clicking to collect, while en route to the shops or while wandering around them! With John Lewis currently seeing 42% of their web traffic sourced from smart phones and tablets, the rise and rise of access anytime, anywhere retailing is secure. The winners have embraced technology as a commercial differentiator and a route to driving enhanced customer offerings. For the rest, it’s a ruthlessly Darwinian sector, attested by the number of household retail brands that have fallen by the wayside in 2013 alone. To the winners go the spoils. Merry Christmas!
Matt Cockbill is a Partner and Head of IT Leadership Practice for Berwick Partners.