connecting offline and online: sewing together the customer journey for british retailers - white...

Offline and Online – Sowing Together The Customer Journey For Retailers

White Paper Summary - July 2013

White Paper Contents∞ Introduction

∞ The Impacts on Online and Offline Shopping

– The Unpredictability of British Weather

– Stock Availability and Deliveries

– Online Only, Offline Only

∞ Research Online, Purchase Offline?

∞ How British Retailing Is Changing Led By The Consumer

∞ The Future Of British Retailing

∞ Key Takeaways

Introduction

∞ The UK still has a hangover from the recent recession – consumers are more frugal, more savvy

∞ The estimated value of the UK online retail market in 2012 was £78 billion. IMRG and Capgemini are forecasting that the online retail market will grow by 12% in 2013, with consumers spending £87bn online

∞ Consumers are starting to demand more from the shopping experience, both on and offline

British online retail sales are estimated

to amount to between 10 – 13% of

total retail sales

IMPACTS ON OFFLINE AND ONLINE SHOPPING

Impacts on Offline and Online

∞ The unpredictability of British weather – too hot or too cold and consumer buying habits change

∞ The annual cost of failed UK online deliveries is a staggering £851m

∞ Online only retailers versus bricks and mortar retailers with an online presence. Who has the upper hand?

∞ Clothes are still mainly bought offline, but goods such as CDs and DVDs are now mainly bought online, according to Google’s Consumer Barometer

HOW BRITISH RETAILING IS CHANGING

British Retail Is Changing

∞ Consumers are on the hunt for bargains – the are more promotional codes than ever before, and new products hit the offers shelf first

∞ Retailing is ‘omnichannel’ – multi-channel, multi-device. Many consumers now go online before they go shopping, to look at potential purchases and have a think about what they’re prepared to pay and the brands they want to buy from

∞ Ratings and reviews are playing a much bigger part in retailers strategies, especially for online marketing purposes

THE FUTURE OF BRITISH RETAILING?

The Future of British Retailing?

∞ More innovative use of technology

∞ More multi-channel

∞ More real-time messaging and retargeting

∞ More international

∞ Better understanding of data

Key Takeaways and Download

∞ For all the key takeaways, please download a free copy of the whitepaper, using the link below

∞ Thanks for reading!

The 8MS Team

Download the white paper for free at

http://www.8ms.com/what-we-do/white-papers/retail/combining-online-offline/

About 8 Million Stories (8MS)

8 Million Stories (8MS) are a new breed of marketing agency that combines digital marketing with digital storytelling.

The team at 8MS are some of the most experienced digital marketers in the world. We have worked on some of the most complex retail digital marketing campaigns, both in the UK and internationally.

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