The emphasis has moved towards creating ongoing two way dialogue. It’s about creating new ways to purchase too. A good example being the option to buy online and then collect at the store, the customer chooses what’s most convenient for them. And most powerful of all, a brand new dimension enabling customers to communicate directly with each other, which was impossible before social media.
For most Companies, this means re-thinking their marketing and customer communication strategy and those that don’t are unlikely to survive. The impact Digital has is becoming clear. Statistics are available to demonstrate that it isn’t a fad or fashion, it’s now main stream. Last month according to the latest BRC-KPMG Retail Sales Monitor, internet, mail order and telephone sales lifted by 18.5%, when compared with December 2010.
That’s the strongest gain reported by the BRC monitor since December 2010 when non-food, non-store sales rose by 18%. And this has happened during a time of financial uncertainty, squeezed transport costs, job cuts, pay freezes and general high street trauma.
And as Smartphone sales grow, it will continue to gain importance as the digital age places more power in the consumer’s hands than ever before; via both landline and mobile. They have the ability to check prices, assess quality, check availability and understand what other users think, before any contact at all with the seller.
However, it isn’t all one-sided. There are considerable benefits for sellers too. They have the ability to forge stronger customer relationships than before – the Apple syndrome. They can gain new customers through pier group comment, gain valuable feedback for product development and achieve a lower cost per sale by combining high street and mail order distribution.
Inevitably Digital will impact upon every business or organisation. If you are assessing how to respond, then let me explain the relevant pressure points and how digital marketing can have the same positive impact on your business that high retailers enjoyed in December 2011.
Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.
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