Why online is now an essential part of retailers’ offline strategies

In the past, a retailer’s online strategy consisted largely of a website, possibly with some e-commerce functionality. It was the next frontier in the digital space and everyone who was anyone in the retail world had one.

We now know that social selling, app usage and even WhatsApp or other instant messaging platforms play a pivotal role in the offline experience and purchase. But what we are not seeing is retailers who are taking advantage of this new consumer behaviour and bringing digital into their stores. Consider, for instance, how an offline brand can make its stock levels in store, and at which store, viewable online, in real time. This could be anything from a clothing item to an appliance or a food product. Being able to see what’s available where, from your phone, before you get into your car, would be a boon for shoppers and brands, and those that implement this will reap loyalty; I hope to see this type of integration in the future.

Of course, we have seen the massive increase in online grocery shopping since Covid started, but many people still go into, and prefer, a store — this is where the next opportunity lies.Looking at this the other way around, online retailers can also do better, especially when creating moments for impulse buying. Online it’s easy to choose what you want, check out and that’s that.

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