In his paradigm-shifting presentation, Andrew Gorecki, Managing Director of Retail Directions, will introduce a new way to look at the seismic shift occurring in retail. Helping retailers to better understand their customers in the digital age, Andrew will reveal the transformation required for retailers to remain relevant.
The insights that the presentation will share stem from extensive R&D and the experience gained by Retail Directions through close collaboration with users of its Retail Software Platform, retailers such as The Body Shop, Cotton On, The Just Group, Harris Scarfe, Rodd and Gunn, Betts, Bras ‘N Things, Sheridan, Nike and kikki.K.
Andrew presents a compelling argument that humans have gone through a rapid evolutionary change as a consequence of advances in technology, creating ‘Humans 2.0’. He likens the new humans to cyborgs, with only a direct connection between the brain and the chip (aka ‘smartphone’) still missing to complete the process.
This transformation means that Humans 2.0 live almost constantly connected to the cybersphere, resulting in some profound consequences:
• A partial disconnection from reality means that the traditional promotional and communication channels used by the retailers have become less effective.
• At the same time, web hubs such as Facebook have become essential interfaces through which to interact with Humans 2.0. This means that retailers must move their customer engagement focus into the digital space.
However, a word of caution. It would be a huge mistake to conclude that retailers must now focus on e-commerce. On the contrary, the future demands that retailers become experts in the provision of a ‘digital path to purchase’, to feed customer traffic into the entire business, not just to secure online sales.
Finally, as retailers engage closely with Humans 2.0 and connect their internal systems with the external hubs, cybersecurity will become an increasingly critical part of retail operations. This, combined with the importance of ‘digital path to purchase’, will require retailers not only to change their business focus, but also business structures.