The impact of mobile on multichannel retail. An intro

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Research commissioned by Webloyalty, addresses the impact of the multichannel, the mobile
phone and mCommerce. This is an intro to the report.

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The impact of mobile on multichannel retail. An intro

  1. 1. 1Introduction
  2. 2. Introduction Technological advances over the last decade have made the world of retail a truly multi and cross channel market place. In the past there were only a limited number of channels for consumers to buy from and most of these channels were used in isolation. Now consumers are overwhelmed by a plethora of channels from which to make a purchase. While stores continue to be the favoured channel, non physical channels, especially the internet, are growing their share of retail spend. The multitude of new channels New channels and technology With more people shopping The rise of smart phone usage has played directly into consumers’ hands giving them the opportunity to shop developments have changed online and through other further advances the number of how, when and where they want. the way consumers shop over channels, retailers are having to ways consumers can interact with the last decade adapt their location and store retailers, helping to integrate Nowadays consumers are relatively channel blind: the boundary between strategies to respond to the multiple channels into one needs of multichannel seamless shopping experience different shopping barriers is gradually blurring as consumers begin to use shoppers multiple channels interchangeably. This report addresses the impact that multichannel and in particular the mobile phone will have on retail over the next few years. It will look at what influence m- commerce and multichannel will have on a number of areas including: The consumer – in terms of changing purchasing habits and providing new shopping experiences The store – in terms of what role stores will have in a multichannel retail environment The high street – in terms of retailers’ changing location strategies and the future configuration of high streets The sector – in terms of m-commerce’s overall impact on retail in general5

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