The Future of Shopping

This paper is a summary of the article ,” the Future of shopping” by Darell Rigby. The highlights will be discussed and the summery will be concluded with a personal analysis.

The author believes that omnichannel retailing is the future of retailing. Omnichannel retailing is a form of retailing where retailers will be able to interact with customer’s trough numerous channels. The channels are all integrated to create an experience for the costumers. Omnichannel retailing will bring costumers an abundance of information and price transparency.

The retail landscape already changing rapidly. More and more customers are doing purchases online. Online sales are increasing form the normal 2 to 3% of revenues and are now currently 15% to 20% .

This growth shows that digital retailing growing fast and it’s will continue to grow. The reasons why digital retailing will continue to grow are: the vast selection, easy way to search, prices can be easily compared, it’s convenience, returns an delivery are often free also you can find extensive product recommendation and reviews.

The above-mentioned advantages of digital retailing and the fast growing market are flooding the market for traditional retailers. The traditional retailers are struggling due to computer illiteracy, and other factors. These factors are:

• The ecommerce hype during the dot-com bubble burned many retailers.

• Digital retailing threats measurements system, store economic an incentives.

• The focus on profit margins instead of return on investments.

• Retailers have had bad experiences with breakthrough innovations in the past

Even tough it isn’t an easy process retailer will need create e an omni-channel strategy in order to continue existing. They will have to