What do brands get wrong about convenience?
Modern eCommerce strategies are driven by convenience — but are they missing the mark?
Brands and retailers know that today’s time-strapped consumers place a premium on ease of use and speedy deliveries. As a result, eCommerce companies make convenience a top priority. But there’s a problem with this approach.
According to Katie Thomas, leader of the Kearney Consumer Institute, while everyone’s talking about convenience, there’s no clear definition of what this means. There’s even a further disconnect between the ways consumers view convenience and how brands act on it (spoiler: consumers are willing to be inconvenienced, as long as it’s on their terms).
In an op-ed for Retail Dive, Thomas outlines an interesting perspective on the need to redefine convenience and recalibrate how it fits into eCommerce strategies. Without a clear understanding of what convenience means within the context of the customer journey, brands and retailers are surely missing the mark.
Read Thomas’ opinion piece that challenges brands’ conventional—and flawed—approach to addressing consumer desires for convenience.
How Venca Gained a Competitive Edge Through Innovation
Once a mail-order fashion leader, Venca made a smooth and speedy transition to an eCommerce-first model by prioritizing the right technology at the right time.
Hear from Venca’s leadership how they transformed their business model to focus on technology and retail innovation in order to create highly interactive and personalized digital shopping experiences in this video.
Bite-Sized News
“In order to be successful, you need to have everybody at the table.”
From diversity and inclusivity to personalization and consumer habits, every topic was on the table at the National Retail Federation's Big Show in New York City last month. Get the NRF's prime selection of the key themes that were explored at this year's event.
Big box retailers like Walmart, Target, and Bed Bath & Beyond are embarking on store remodels with a common goal: bringing online shopping in physical stores. QR codes on product displays and digital screens to discover more products are likely to become commonplace.
As the focus on circular fashion grows, brands are seeking ways to increase the longevity of their products. In the wake of the resale boom, fashion repairs have emerged as an easier, more cost-effective path toward sustainability.
In ‘conversational commerce,’ brands use messaging apps like WhatsApp and Meta Messenger for marketing, customer questions, receipts, tracking numbers, and more. After initial success in South America, Africa, and Asia Pacific, conversational commerce is poised to gain traction globally.
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