Speaking to the Digital Marketing Manager at Bevilles, Simon Clarkson explores how cross-channel brands can enhance brand awareness with the latest e-commerce and in-store shopping trends.
The last few years have been some of the most exciting and equally nerve-racking times in e-commerce. We’ve seen some of the biggest international multichannel retailers struggle. We’ve also seen unparalleled growth in the sector and some of the most inspirational success stories from retailers both large and small. So in an era when the consumer purchase journey has completely changed and the expectations of what’s possible in e-commerce are being challenged from all sides, how can retailers not only adapt, but build for success?
It’s vital to stay ahead of trends and ensure that you’re ready for what’s next. However, it’s about getting the balance right between which elements have low return on investment and investing in the right channels or initiatives to bring in a strong return for your business.
For example, Rachael Eade, Digital Marketing Manager at Bevilles, has identified some trends so that multichannel retailers can adapt quickly. These include:
- Connecting with a charity
- Marketing to Gen Z
- Logistics and next day delivery
- Sustainability and packaging
Some of these are elements that almost every retailer will be aware of. Logistics is a hurdle that retailers of all sizes are trying to leverage. Gone are the days of waiting over a week for a package to arrive. Retailers are trying to grapple with how to make sure their fulfilment experience meets consumer demand, whether that’s free and fast delivery, next day delivery or delivery outside standard delivery windows. A brand like Bevilles, which started as a brick-and-mortar retailer, knows all too well how important it is to ensure its logistics and fulfilment offerings match their consumers’ expectations.
Retailers are having to reassess what their consumer wants. This includes not just fulfilment elements but also other elements like partnerships with charities and ensuring sustainability when it comes to delivery and packaging. Where once online retail was just about ensuring a package arrived on time and in the best condition, now consumers are expecting that packaging to be environmentally friendly too. This means that multichannel retailers need to ensure that their packaging matches their in-store experience in terms of branding and unboxing, but also that sustainability has been factored in when it comes to the packaging as well.
While much of this consumer shift is being felt across the board, retailers need to start zeroing in on the next generation of shopper – Gen Z. This generation was born in the mid-1990s to 2000s which means they grew up in a time where e-commerce was the norm. Bevilles is a family owned business that has been creating jewellery for over 80 years. It’s an iconic name in retail and indeed in Australia as a whole. But it’s essential for traditional retailers to keep in mind this next generation of Australian consumers for whom apps, social media and smartphone usage is second nature and they may not remember a time when shopping online wasn’t so prevalent. It’s vital to ensure that brands remain relevant while not losing sight of their heritage.
Learn more about how multichannel retailers need to strategise to remain competitive in 2019 and beyond. Join Rachael Eade, Bevilles Digital Marketing Manager, in conversation with Alana Fennessy, Head of Client Engagement, APAC ChannelAdvisor, hosted by Power Retail on Tuesday 4 April 2019 at 11 am. In this webinar you will learn:
- What does the new purchase journey look like and what do you need to do to capture your consumer?
- How Bevilles integrates digital marketing and marketplaces into their overall strategy for growth
- Where are we headed? What’s the next big disruptor for online retail and how can you leverage this?
- How Bevilles stays agile and the online / off-line connection
Never miss our best stories. Sign up for Power Retail’s free weekly newsletter and find our daily stories on Facebook, Twitter and LinkedIn.