Join the retail revolution

In the retail world, not all innovation happens online. The most successful ‘bricks and mortar’ stores are continually evolving . . . and introducing revolutionary ways to improve their customers’ experience.

These are not the fads and one-off marketing promotions that once brought shoppers through the doors out of sheer curiosity: think free fondue samples and in-store bingo days.

No, these are real game changers that are quickly becoming the USPs of the brave new merchant world.

Many are based on the principles of sustainability and eco-awareness. One of the very first was to charge customers for plastic bags. Originally considered an over-the-top, government-led measure, this was quickly accepted by customers and led to a massive reduction in plastic bag consumption.

It became clear this was no mere fad but a major new trend in global retail. If anything, the momentum to be plastic-free has only increased.

Iceland, for example, has pledged to eliminate plastic packaging on its own-brand products by 2023 – it’s no surprise it tops Greenpeace’s league of supermarkets taking on the menace of plastic.

Another major chain, Morrisons, aims to have all its own-brand plastic packaging reusable, recyclable or compostable by 2025.

With this strong emphasis on going plastic-free, zero-waste stores are offering foodstuffs such as cereals, seeds, dried fruit and pasta from glass jars and wooden hoppers to avoid packaging. Customers can even fill up on washing-up liquids, laundry detergents and other cleaning products, pumped from dispensers into their old bottles.

The notion of zero waste is also an important element of the business model for off-price stores. These outlets buy unsold, quality items from high-end retailers then sell them at a discounted price: great for customers, great for the planet.

Another retail innovation is how we treat food. Not only has much of it become organically grown and ethically sourced but often it’s served free from ‘clothing’, such as wrappers, boxes or cartons.

Of course, retail is all about making money so there have also been advances in the way information is harnessed to analyse shopping patterns and boost sales.

Thanks to big data and cloud technology, retailers can more accurately track customer information and use this to deliver a personalised shopping experience.

Products can also be tailored to customers’ individual preferences by combining in-store activity and information from the latest Point-of-Sale (POS) systems.

Finally, not to be outdone by the online retail giants, high street stores and retail park Outlets are increasingly using direct-to-consumer (DTC) subscription services as an add-on service. This helps attract and retain customers who enjoy the real-world shopping experience but also want their favourite or regular purchases delivered straight to their door.

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Posted on March 4, 2020