The retail Trade is – as the banks too – the major challenge to develop digital distribution channels and to simultaneously develop the future of the stationary distribution channels sustainable strategies. It is worthwhile to take a closer look on how this should be possible.
Multi channel is not only an issue for banks, but the change in customer behavior has for some time, marked and sustained changes while shopping other industries than would previously observed in the financial sector.
A recent study by Roland Berger Consultants in cooperation with the Federation of German Retailers (HDE) and the HYVE AG has examined, what are the reasons for migration in the online channel and challenge can look like stationary responses to the online, or as the stationary model can be further developed.The results could also help banks in making the retail sales channel for the future.
Customer needs and behavior in Transition
About 5,000 customers were interviewed for specific customer segments and product categories purchase occasions. The requests were received at the retail outlets and also the extent to which these needs are met. The reasons for an online purchase, were specific for each retail category, according to actual purchase occasions and different customer segments studied.
The results are alarming:
Thus, already 40% of customers buy the strongest categories only or mainly online.In all categories plan 5-15% of the steady customers in the near future less stationary and more for purchase online.Up to 70% of all clients see their needs by stationary traders do not fully met. Responses of the stationary distribution
Based on this extensive customer feedback, success factors for retailers were analyzed backlog demonstrated and evaluated risk migration towards online. The study shows starting points for answers as the stationary business model can be developed to increase traffic and sales. Flexibility and innovation are critical success factors.