Forrester Research have just launched a report - "Five Retail eCommerce Trends to Watch in 2011" with the key take-out that 2011 will be "marked by an even more disciplined approach toward multichannel retailing, investments in mobile and tablet presences..."
Some topline points:
Retailers hoping to boost their e-commerce sales this year should focus more on such areas as in-store pickup for online purchases and making shopping appealing for consumers with tablet computers.
Retailers must boost their multichannel offerings (as evidenced by growth in 2010 of e-commerce spending, including during Christmas)
Offline (the store) has to integrate online - kiosks as a touchpoint flagged here along with geolocation apps such as Shopkick
Ads / offers need to be based on shoppers' browsing behaviours
In what’s being described by the retailer as a “new and immersive shopping experience,” Toys R Us has launched an iPad version of its famous Big Christmas Book catalogue. There’s a version for kids and one for adults.
Kids can browse the (non-price marked) toys and use virtual stickers to select and place the items they’d most love to receive onto a special wish list. The list can then be shared with Santa, parents and friends via channels including email and SMS. In addition, there is a dedicated section for savings and a store locator making it easy to find the best deals.
As PSFK outlined, online versions of print catalogues haven’t taken off, ‘but iPad versions, with embedded video, as well as the ability to browse whenever it’s convenient and make purchases could be the next big thing’.
Let’s face it, printed catalogues are tangible and cost effective – making them an attractive option to include in the mix. Why spend more if you don’t need to? Research also shows that the great majority of Australians continue to find value in reading printed catalogues (Sweeney Research 2009).
Despite this, one thing is for sure – the ipad will influence and re-shape consumer (and shopper) behaviour. It’s just a matter of time.
One of the key points I liked in the Toys R Us case example was that the retailer was extremely clear about who the catalogue app was designed for (“mums, dads and anyone who knows or loves a child”) and why they’d designed it (“to connect our customers to our brand in new and exciting ways”). They had mapped out a clear strategy where technology was their servant – not master. What’s more, their ipad catalogue app has helped them facilitate a different kind of brand experience – interactivity.
It’s this critical point of brand interaction where the ipad (and other tablet technology) wins-out over traditional print catalogues.
Yes, we’re still a fair way from any type of “tipping point” when it comes to converting print to i-pad catalogues.For a vast majority of brands this will provide a safe reason to ‘watch and wait’ – the “let’s see how others pave the way first” approach. And therein lies the exciting part. For savvy brands, it’s an opportunity to strategise, jump in and take the lead.
No longer do you need to worry about choosing the perfect chook. From the most talked about butcher shop in Sydney comes their new educational app "ask the butcher". Once downloaded it helps meat lovers find their perfect cut as well as grab recipe tips for whipping up a meal that would make Jamie proud.
Complementing the app is their "Ask the Butcher" website where anyone can write in and ask for help on meat-related challenges - for example, "How do you cook the perfect steak?" This is a really clever way for the brand to provide value and pre-influence shopper behaviour whilst skillfully capturing (future and existing) customer data to sustain future conversations.
VC's offers home delivery for orders over $100 plus a cooking school and other experiences (like store tours). They are a great local example of a retailer that's truly changing the playing field.
