VMSD - May 2015 - (Page 27)
Sh utte r S toc k. c om
Just the opposite, says Heather Raines, a partner at R3 Consulting Partners (Rohnert Park, Calif.). Rather, online operations
should be seen as a great boon to traditional retailers with benefits and opportunities, if approached correctly.
"The Internet allows a lot of U.S. retailers to do a better job of
introducing their brands and testing the waters before they open
in new markets around the world," Raines says. "It's easier than
ever to research and experiment with new products or new marketing programs. Retailers are also becoming smarter about where
and how they expand, rather than simply throwing pins at a map."
MASTERING TWO WORLDS
After years of worrying about how consumers are shopping, and
whether they're buying in a brick-and-mortar store or online, the
savviest retailers understand that technology is providing them
the opportunity to master both worlds.
According to a study by Deloitte (New York), the international consulting firm, it's more than an opportunity - it 's
a necessity for survival. That's why Deloitte calls its annual
research study "The New Digital Divide."
Even though consumers are spending more than $1 trillion
in stores, "Too many retailers still think about their bricks-andmortar and Internet operations as separate," says Jeff Simpson,
Deloitte's director of retail practice. "They have two different staff
sets: They order merchandise separately, they fail to connect the
sales data, [and] they fail to coordinate the marketing efforts."
Three years ago, Deloitte research found that 70 percent of all
buying decisions were impacted by the traditional in-store cues:
merchandising, signage, displays, sales assistance, advertising and
store layout. In just three years, he says, that percentage has fallen
to 30 percent.
The stakes are high: Simpson says consumers walking in off
the street buy something 70 percent of the time. And according to
a 2013 Deloitte study, consumers who use a smartphone or device
during their shopping experience convert at a 40 percent higher rate.
"Retailers who focus their e-commerce activity on selling
people stuff from their websites are thinking about it incorrectly,"
he says. "They're missing the fact that consumers have been for-
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VMSD - May 2015
Table of Contents for the Digital Edition of VMSD - May 2015
VMSD - May 2015
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Through the Woods
State of the Industry Report
2015 Retail Design Firm Resource Guide
Where the Rubber Hits the Catwalk
Reservations at Ralph’s
Showroom
Showroom
Ad Index
Checking Out
VMSD - May 2015 - Intro
VMSD - May 2015 - VMSD - May 2015
VMSD - May 2015 - Cover2
VMSD - May 2015 - 1
VMSD - May 2015 - Contents
VMSD - May 2015 - 3
VMSD - May 2015 - From the Editor
VMSD - May 2015 - 5
VMSD - May 2015 - VMSD Editorial Advisory Board
VMSD - May 2015 - 7
VMSD - May 2015 - The Goods
VMSD - May 2015 - 9
VMSD - May 2015 - 10
VMSD - May 2015 - 11
VMSD - May 2015 - 12
VMSD - May 2015 - 13
VMSD - May 2015 - 14
VMSD - May 2015 - 15
VMSD - May 2015 - 16
VMSD - May 2015 - 17
VMSD - May 2015 - Next Store
VMSD - May 2015 - 19
VMSD - May 2015 - 20
VMSD - May 2015 - 21
VMSD - May 2015 - Through the Woods
VMSD - May 2015 - 23
VMSD - May 2015 - 24
VMSD - May 2015 - 25
VMSD - May 2015 - State of the Industry Report
VMSD - May 2015 - 27
VMSD - May 2015 - 28
VMSD - May 2015 - 29
VMSD - May 2015 - 2015 Retail Design Firm Resource Guide
VMSD - May 2015 - 31
VMSD - May 2015 - 32
VMSD - May 2015 - 33
VMSD - May 2015 - 34
VMSD - May 2015 - 35
VMSD - May 2015 - 36
VMSD - May 2015 - 37
VMSD - May 2015 - 38
VMSD - May 2015 - 39
VMSD - May 2015 - 40
VMSD - May 2015 - 41
VMSD - May 2015 - Where the Rubber Hits the Catwalk
VMSD - May 2015 - 43
VMSD - May 2015 - 44
VMSD - May 2015 - 45
VMSD - May 2015 - 46
VMSD - May 2015 - 47
VMSD - May 2015 - 48
VMSD - May 2015 - 49
VMSD - May 2015 - Reservations at Ralph’s
VMSD - May 2015 - 51
VMSD - May 2015 - 52
VMSD - May 2015 - 53
VMSD - May 2015 - 54
VMSD - May 2015 - 55
VMSD - May 2015 - Showroom
VMSD - May 2015 - 57
VMSD - May 2015 - 58
VMSD - May 2015 - 59
VMSD - May 2015 - 60
VMSD - May 2015 - 61
VMSD - May 2015 - Showroom
VMSD - May 2015 - 63
VMSD - May 2015 - 64
VMSD - May 2015 - 65
VMSD - May 2015 - 66
VMSD - May 2015 - 67
VMSD - May 2015 - 68
VMSD - May 2015 - 69
VMSD - May 2015 - Ad Index
VMSD - May 2015 - 71
VMSD - May 2015 - Checking Out
VMSD - May 2015 - Cover3
VMSD - May 2015 - Cover4
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