Why shopping isn't the only thing online retailers should worry about

Panellists at this year's Online Retailer Conference in Sydney look at how retailers can evolve their brands to meet current and future customer behaviour online

The shopping experience is just one facet of what customers will expect from online brands in the future, a panel of retail industry representatives claims.

Speaking on a panel at the Online Retailer Conference and Ecommerce Expo in Sydney on 21 August, country manager of online fashion retailer, ASOS Australia, Sally-Anne Newson, said retailers need to be building teams that are focused on giving customers a more enriched online experience.

With online retail still just 6 per cent of total retail sales in Australia, compared with 13 per cent in the UK, she saw significant opportunity for growth, provided brands were driven by consumer trends. Newson also claimed the Australian retail online space had historically been “reasonably neglected” in terms of ensuring the right infrastructure, skills and training are in place to drive the industry.

“Customers have much higher expectations, and the shopping experience is just one part of what they will expect from a brand tomorrow,” she said. “Customers want to collaborate, get inspiration from all over the globe, access user generated content and have the ability to inspire others.”

This deeper level of engagement with customers won’t be about “selling them a frock”, Newson added.

“Consumers don’t consider channels – it’s about the brand and the customer experience. There is an expectation that the experience should be the same whether it’s in-store or online.”

Former COO and CMO of US-based fashion online retailer ModCloth, Kerry Cooper, agreed inspiration should be the driving force for brands and said she was excited by the opportunity to use technology and digital platforms to help customers discover what they want.

“Customers don’t want to search for a black mohair cardigan, they want to be inspired,” she claimed. “It’s about how we change that discovery piece and how we help customers engage in order to learn what they want to discover.”

Tablets driving more mobile sales
Price and social factors key with rising numbers of mobile retail buyers: Report
Retail Food Group sets up internal digital team and social media command centre

For head of online at alcoholic beverages retailer Dan Murphy, Fay Ilhan, brands operating online also need to recognise what customers are actually using their online properties for. She pointed out two-thirds of customers use the Dan Murphy site to research, check prices and locate a store, but choose to make purchases in person.

“If you look at online primarily as a transactional journey, you could end up on the wrong path,” she said. “Everything in our development pipeline is about serving the needs of our customers.”

As a traditional bricks-and-mortar retailer, Dan Murphy has been working to grow its online presence and has increased online staff from five to 20. The process has come with plenty of challenges, one of which was ensuring all internal teams came on the digital journey, Ilhan said.

“Never underestimate that they are not on the same page as you are,” she advised. “But you need to keep digging at it, as long as the end goal is worth at it, and you can explain why and bring it back to the customer.”

Dan Murphy has also created five pillars to help keep staff constantly evolving the online journey, Ilhan said. These are to be bold; always question everything and ask why; recognise that the work is never over; be ruthless in prioritisation, and don’t be afraid.

UK department brand John Lewis is recognised worldwide as a leader in omni-channel strategy, and its director of retail operations development, Simon Russell, said there is now an expectation at board level that executives have experience both in the physical and virtual retail environment.

This will help the company continue to innovate and refine its customer-led approach even as the global retail space is disrupted by further technology and cultural trends, he said.

“It’s normal now to move in and out of clicks and bricks,” Russell said. “This thinking encourages people to look for innovation and has created a culture that embraces having a go at things. Accept things just won’t work now, but others things will. That approach didn’t exist five or six years ago.”

As an example of just how quickly online retailing is changing, Brands Exclusive Daniel Jarosch pointed out 50 per cent of its sales are now transacted through mobile app on weekends. This mobile phenomenon has already impact how the retailer presents products to online customers.

“We have to continue to be relevant in the context that the customer is in at that point in time,” Jarosch added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

4 key findings on the state of B2B marketing

The ​2016 B2B Marketing Outlook Report​ was recently published by Green Hat in conjunction with ADMA for the sixth consecutive year. It highlights the most significant trends from 2015 and shows B2B marketers what’s in store for the year ahead.

Andrew Haussegger

Co-founder and CEO, Green Hat

Why app engagement must be personalised

Research from Nielsen late last year reported Australian smartphone users over the age of 18 spend 33 hours per month in apps, and a mere four hours per month in browsers. But what does it take to actually maintain an app customers will engage with?

Rob Marston

Head of Airwave, A/NZ

Customer experience investments more vital than ever

The global commodity slump has hit Australia in the last few months. Companies that obsess over these developments might be tempted to cut spending on customer experience (CX) programs. Here's why that's a a terrible idea.

Harley Manning and Thomas McCann

Research leaders, Forrester

what does this article means when it refers to "elocker technologies" ? Thank you. I am not sure what this is,M

Martin W. Jordan

Adelaide Zoo deploys iBeacon technology to enhance visitor experience

Read more

Now you make creative Facebook ads

Mike Smith

Why AAMI turned to Facebook mobile and segmentation to drive brand favourability

Read more

Rob - great article. Here at Pure Oxygen Labs we could not agree more. When considering retail mobile apps deep linking is woefully unde...

Scott

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Project Leader?? Kim Portrate is one of the most ineffective leaders I have ever had the displeasure of meeting. She single-handedly cost...

Anonymous

Helloworld scraps CMO role

Read more

What tripe. This article conveniently makes no mention of her lies and bullying tactics and how she had placed everyone off-side with her...

Anonymous

Helloworld scraps CMO role

Read more

Latest Podcast

More podcasts

Sign in