Nordic retail report: Brick and mortar stores to fight online competitors with personalised interactions.

As Danish and Nordic retailers try to lure customers into their brick and mortar stores, their primary weapon is neither discounts nor deals. They use personalised interactions. According to 60 senior executives at major Nordic retailers, key to survival is not only technology but also a superior customer experience.

The Danish and Nordic retail industry is in the middle of a revolution. According to Retail Institute Scandinavia, 2.386 Danish brick and mortar stores have shut down since 2009.

So, what is the future of brick and mortar stores in Denmark? We try to answer this question in our new Nordic report. One of the main conclusions it that brick and mortar retailers’ primary tool to increase revenue in the coming years is email marketing.

Our report shows that Nordic retailers understand the importance of personalised interactions through email as they try to increase customers and sales in their brick and mortar stores. Focusing on communications and tools that can help create a more personalised and relevant customer experience is critical to remaining relevant on the high-street of the future,” says Bettina Thorkelin, Regional Director Nordic at Valitor.

Our new report “The High Street is Dead – Long Live the High Street” is developed in collaboration with the market research institution WBR Insights.

Innovating in-store experiences is important to Nordic retailers.

According to our report, innovating in-store experiences is one of Nordic retailers’ top priorities behind personalised communications through email. In the rest of Europe, innovating in-store experiences was only the fifth most important strategy.

From a Nordic perspective, I am happy that there is a lot of focus on the in-store customer experience. Retailers know that one single online campaign is not enough if they want to reach their goals. They also know that they need to think about all channels in order to remain relevant in the eyes of the consumer – whether they interact on the go, online or on their mobile phone, the experience must be consistent and of the highest quality,” says Bettina Thorkelin.

Distribution hub or showroom?

Our report also explores what customers expect from brick and mortar stores. Nearly seven out of ten respondents reported that customers want stores to act as distribution hubs for online (37%) or showrooms for online products (31%).

At this point, brick and mortar stores cannot compete against online prices. That is why many retailers rethink their stores in order to ensure that they complement online sales e.g. as a showroom or distribution hub,” says Bettina Thorkelin from Valitor and continues:

The challenge is to continuously improve the personalised customer journey so that the trip to the store does not feel like a waste of time but creates value and customer loyalty.

 


 

Nordisk retailrapport: Sådan vil butikker vil bekæmpe onlinekonkurrenter.

Når danske og nordiske retailere skal lokke flere kunder til deres butikker, er deres primære våben hverken rabatter og tilbud, derimod personlige interaktioner via eksempelvis e-mail. Det viser vores nye rapport, hvor vi har interviewet 60 ledere fra nordiske retailvirksomheder. Nøglen til de fysiske butikkers overlevelse er ikke alene teknologi – det kræver også gode kundeoplevelser.

Den danske og nordiske detailbranche gennemgår store omvæltninger, og ifølge Retail Institute Scandinaviaer hele 2.386 danske butikker lukket siden 2009.

Hvad er så fremtiden for de fysiske butikker i Danmark? Det spørgsmål forsøger vi at besvare pba. af vores nye nordiske rapport. Her er én af hovedkonklusionerne, at butikkernes vigtigste redskab til at øge omsætningen er e-mailmarketing.

Undersøgelsen viser, at retailerne forstår vigtigheden af de personlige interaktioner via eksempelvis e-mail, når det handler om at øge omsætningen i deres butikker. Her er det vigtigt at fokusere værktøjer virkemidler, der er med til at gøre købsoplevelsen mere personlig og relevant,” siger Bettina Thorkelin, Regional Director Nordic i Valitor.

Rapporten ”The High Street is Dead – Long Live the High Street” er udviklet i samarbejde med analyseinstituttet WBR Insights.

Nordiske butikker har fokus på butiksoplevelser.

Ifølge rapporten vægter nordiske retailere innovative butiksoplevelser højt – kun overgået af personlige interaktioner via eksempelvis e-mail. I en tidligere undersøgelse blandt europæiske retailere var innovation i butiksoplevelser blot femtevigtigste prioritet.

Set fra et nordisk perspektiv er det opløftende, at der er fokus på kundeoplevelsen i butikkerne. Retailere er bevidste om, at de ikke kan nøjes med at køre en enkelt onlinekampagne for at nå i mål. De ved, at de skal tænke alle kanaler ind for at sikre, at de er relevante for forbrugerne – både når de møder dem i bybilledet, online og på mobilen,” siger Bettina Thorkelin fra Valitor.

Pakkecentral eller showroom?

Rapporten viser også, hvad kunderne forventer af de fysiske butikker. Her svarer syv ud af ti retailere, at deres kunder ønsker, at de fysiske

butikker enten bliver en form for pakkecentral for webshoppen (37 pct.) eller et showroom for onlineprodukter (32 pct.).

Som det ser ud til nu, kan mange butikker ikke konkurrere med onlinepriser. Derfor gentænker mange retailere netop nu deres butikker for at sikre, at de understøtter deres onlinesalg – fx som showroom eller pakkecentral,” siger Bettina Thorkelin fra Valitor og fortsætter:

Udfordringen er at blive endnu bedre til at give kunderne en personlig oplevelse – så turen hen til butikken ikke opleves som spildt, men derimod noget, der giver værdi og skaber kundeloyalitet.