The document highlights key trends shaping the multi-channel retail environment, emphasizing the importance of mobile-first strategies, personalized shopping experiences, and user-generated content. It discusses how modern consumers demand tailored services, efficient customer engagement through live chats and chatbots, and flexible fulfillment options like 'uberisation' of shipping. The presentation concludes with a call for retailers to prioritize understanding customer data and adapting to the expectations of millennials and Generation Z consumers.

1. KEY TRENDS IMPACTING THE MULTI-
CHANNEL RETAIL ENVIRONMENT
A presentation by Sarah Willcocks

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Agenda
Screen Pages intro & background
Examples of our work
Key trends
Conclusions

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Screen Pages
key facts
UK based, privately owned, profitable business
Proven track record in lifestyle, fashion, charity and B2B verticals
All staff are certified on Magento 1 and trained on Magento 2
300+ e-commerce websites since 1997
Substantial collective eCommerce website experience (ca. 100 yrs)

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5. Key trends

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Trends
Mobile first
Personalised shopping experiences
User generated content
Social shopping
Live chat and chatbots
Customer engagement
Goodbye wallet
Uberisation of shipping and returns

7. In the last decade we went from going online to
living online.

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You need a mobile
first strategy
Most emails are opened on mobile
53% of searches are now conducted on mobile (Google)
By 2020, 82% of e-commerce sales will involve a mobile device
(Google)
Many of our clients are seeing more than 40% of their overall traffic
coming from mobile already
If your site is not mobile friendly, it affects your rankings in the
search engines
“Mobile is the glue between our digital and physical universe” (House of Fraser)
“Mobile plays a part in every single customer journey” (New Look)

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Personalised experiences
Millennials don’t want to buy a product, they want “their” product
Every visit should be unique to each shopper based on the following:-
 Current and previous user journeys
 Demographic group
 Geographical location
 Device type

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Personalised product

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Embossing/engraving

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Personalised shopping

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Based on individual preferences

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User generated
content
92% of users regularly read product reviews and comments
Modern consumers are demanding more from brands than
ever before
 Product reviews and ratings
 Images, video, etc.
 Sizing information

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User generated content (Olapic)

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Video

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Reviews & ratings

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Social shopping

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Social shopping
Image source: Google

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Facebook

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Instagram

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Pinterest

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Live chat &
chatbots
In 2017, many consumers will have their first chat with a chatbot
Live chat users spend an average of 5-30% more
Conversion rate is 5 to 10 times higher following a chat session

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Live chat

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It’s not just for
the big guys
either

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What’s a chatbot?

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Chatbots

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Kik

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Kik on H&M

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Customer engagement
Loyalty programmes
Referral programmes
“In a world of infinite choice, customers are
increasingly craving shopping experiences where
they feel valued”

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Van-Dal

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Perfect Cellar

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Let them choose how
to be rewarded

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Show them

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Mention Me

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Share by email

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Facebook

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And Twitter

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Bye-bye wallet and cash

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M-commerce
A multitude of choices
 Consumer to business payments (via traditional payment
gateways)
 In store mobile payments using Near Field
Communication (NFC)
 QR codes, SMS payments, Quick codes, Feature codes
(non-NFC)
Android-based smartphones will dominate the market

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Android vs. Apple (Ovum)

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The current leaders

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Uberisation of shipping
Free shipping
Free returns (collected from your chosen location)
Nominated delivery date and time
Same day/1 hour delivery service
Collect/return in store
“Fulfilment is a major battleground, ushering in new models”
(Ovum)

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Click and collect
In the UK, the value of goods collected in store is expected to rise by 78
percent by 2020, as shown in Figure 1, with the value of goods being picked
up from lockers, convenience stores and other locations increasing threefold.
(Ovum)

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Convenience for the customer

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Free delivery worldwide

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Delivery choices

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Nominated day delivery

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Summary
Think mobile first
Understand your customer data - what do your current customers want?
What can they get from your competitors?
What do millennials and generation Z consumers want?
Create a unique and personal brand experience

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