The record level of online sales over the holiday season has highlighted the fact that many consumers prefer to order their sweets, snacks and various other Christmas goodies online, rather than in-store.
Retailers that have invested in their websites and improved their delivery times have been the most popular among customers. According to retail guru and mobile payment entrepreneur Dan Wagner, main street retailers need to leverage online-style technologies in a converged multichannel model to survive.
Dan Wagner commented: “Traditional Main Street stores really need to up their game to compete in the new shopping era that we are entering. They need a multichannel approach that adopts best practise from online and adapts its techniques and technologies to traditional brick and mortar retail.
“Smartphones are becoming the focus for customer engagement with shops and retailers should be employing mobile app technologies to improve the customer experience and transforming their premises into data-rich browsing environments. For example, low-energy Bluetooth beacons can be strategically placed around stores, messaging shoppers as they approach special offers. In this way shopping becomes a more interactive and personalised experience. The technology also has the additional bonus of adding value by retaining valuable data about shopping behaviour.”
Source: Sweets and snacks europe