Retail surgery: How to adapt to changing cycles?

Consumer expectation is being driven by a digital media, increased fragmentation between marketing channels and consumer devices and a focus on cross-border trade.

How can retailers bringing inspirational, curated and personalised content to customers faster and on whatever device they choose?

Amplience chief executive James Brooke says: “The vast scope of the retail content landscape is demanding rapid innovation among content managers, ecommerce teams and budgets.

“In parallel, the content refresh cycle has shortened. It no longer follows a seasonal rhythm; but is now a weekly, daily or hourly content flow more familiar to media organisations.”

Retailers such as Burberry has adapted to these shortened cycles, overhauling the industry’s season-led approach in favour of a ‘see now, buy now’ model, integrating digital and social media into the label’s operations.

Retailers that cannot easily explore certain product categories should be seeking a more agile approach

Other retailers such as John Lewis have put a great focus on their health and beauty ranges to weatherproof their offer.

“Retailers who are able to quickly react to trends and adjust their merchandising and promotions accordingly will win out over those who cannot,” says Brooke.

Retailers that cannot easily explore certain product categories should be seeking a more agile approach. Having the ability to personalise your messaging for something as simple as the changing weather can make a huge impact.

“Marketing, brand and retail teams will need to work together to understand how best to leverage editorial and commercial strategies to deliver great customer experiences”, Brooke says.

“The next few years of ecommerce are going to be more about organisation, skills and people as finally brands and retailers put the tools they need in place to build great experiences in the way they want to.”