Retail that does not achieve true omnichannel will be dead within 5 years.

It has been 10 years since the end of the anything goes on the Internet

In this Internet, customer expectations are no longer negotiable and the web that misses one of them is left behind, let's see an example of expectation: 10 years ago began to grow traffic from mobile so much that today it doubles that of the computer, so those pages that did not adapt 5 years ago to the small screen today have inexorably disappeared because they have given up two thirds of their traffic and also leaving them a lousy user experience. The same happens with the page load time, something that few people give importance to, but there are studies that say that from 2.5 seconds every second that increases the loading time makes the conversion of an eCommerce down a 20%, so if our website takes more than 5 seconds to load we will have lost half of the traffic along the way, and worse: we will have left a bad taste in the mouths of users.

There are other intangibles that today we must compulsorily add to a website although years ago they were auxiliary as the https certificate if you do not want to show ugly browser warnings when they visit you, and in general we can say paraphrasing Mies Van der Rohe less is more because, while we don't need to have all of Amazon's features to sell, we do need to provide an experience that meets the ever-increasing expectations of users. In other words, an Amazon-level experience, even if the functionality is 5% of that offered by the eCommerce giant.

Obligations and aspirations of eCommerce

Sometimes we are looking for more and more features when less is more and we only have to give what we can give well, for example, the most important factors in eCommerce are as simple as: free shipping (70%), easy returns (62%) and product information and images (54%). Personalization of the shopping experience is another plus and sustainability is already a must because according to PWC 41% of consumers acknowledge avoiding the use of plastic when shopping and 37% choose more environmentally sustainable products.

As far as sustainability is concerned, neither the consumer nor the legislator is yet taking into account the enormous waste involved in the logistics and packaging of today's eCommerce. City centers are beginning to be saturated with vans weighing more than two tons that drive several kilometers to deliver a small 100-gram box and then turn around. Someone at some point will require them to group orders to free up our streets and our lungs. I suppose that someone at some point will demand from retailers that to send a pendrive that already has a plastic and a cardboard wrapper, they should not put another box on top where 50 pendrives like that one could fit and also fill it with crumpled paper so that it does not make noise when shaken.

Omnichannel is the engine of retailing

From the recent study Retail in Spain The recent Google report shows the evolution of physical stores towards online and eCommerces towards the physical point of sale. A few years ago there were still narrow-minded people who saw the on as a competence of the off and vice versa, but today no one doubts their complementarity, and there is no doubt that stores that do not achieve omnichannel will have disappeared in 5 years because shoppers' expectations go that way and those who do not meet them will be left out of the game. For example, 80% of shoppers who have previously watched a shopping-related video recognize themselves as influenced by such content.

eCommerce has long since ceased to be a game

Retail accounts for 30% of the global economy and e-commerce has been growing for four years at a rate of more than 20%, but despite this, only 1 in 5 companies in our country sells online, although curiously Spain is the fourth country in Europe where most purchases are made online. As if this were not enough, the Internet is decisive in physical point of sale because in 80% of the cases it is searched before and this search is done more on the web (72%) than in the physical point of sale (57%).

There are products that are already mostly purchased in eCommerce, such as eCommerce such as: household appliances (56%), gardening (42%) and fashion (44%); while there are others where physical sales continue to others where physical sales continue to dominate: food (94%) and beauty (87%). beauty (87%).

However, some people still think that setting up an eCommerce is easy and cheap, and maybe they are right but it is not usually the case, on the contrary, a well done online store usually involves more investment, more maintenance and more cost of evolution than a physical store, but it is about assessing the return on investment and obviously the synergies generated by omnichannel.

ROPO: Research Online Purchase Offline

In Spain, according to Google, two thirds of the users information or shopping online, just over a third look in the physical store, while only 22% while only 22% already rely on television, radio or newspapers.

Logically, retailers have already have already realized the benefits of omnichannel and half of them already deliver to home already deliver to the home after buying in-store, because the paths of omnichannel are inexcrutable. omnichannel is inexcrutable.

In conclusion

The Retail trend in 2020 is to converge the physical and digital and this will become a must for anyone who wants to be alive in 5 years. The combination of physical and digital is still an opportunity and just look at how eCommerces are opening physical stores and also how physical stores are becoming more and more digital to enhance the shopping experience.

And be careful because omnichannel is not about a commercial product that leaves us amazed when the product that leaves us amazed when the salesperson of the moment shows it to us. Omni-channeling is achieved with transparency between departments to avoid information silos, with software information silos, with software craftsmanship to connect everything to everything, with unspectacular projects everything, with unspectacular projects to unify, standardize and share information and above all with and above all with discipline around key objectives and results for the company. key results for the company.


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