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EDITORIAL How shoppers' desires for convenience and experiences are shaping the future of retail

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Bringing shoppers into stores is about offering them the experiences they want
Bringing shoppers into stores is about offering them the experiences they want
In today’s InternetRetailing newsletter, we’re reporting on the drive to convenience and experience, identified by Land Securities chief executive Robert Noel as the key to encouraging customers to spend. Giving shoppers a reason to come to a site and stay there is more likely to result in a retail purchase. Convenient service may be one of those reasons, why experiences from cinemas to restaurants and beyond provide others.
Noel sees a growing gap between the retail destinations that offer such experiences and those that don’t. That’s illustrated further by BRC-Springboard figures out this week that show a deep drop in the number of people visiting the UK’s shops over the last two months.
There’s a similar gap growing between retailers that give shoppers a reason why buying from them is best, and that’s something that IRUK Top500 retailers are contending with too. Today we report as Gear4music shares its focus on improving the customer proposition, as Asos improves the convenience of its delivery, and Burberry brings the security of its leather supply in-house.
Today’s guest comment comes from Jon Hunter of every1, who considers how online retailers can go about breaking a new product online.

The 6th Ecommerce Cup

The new-look expanded event - now able to cater for up to 50 teams – is to be held on June 21. This is the sixth annual Ecommerce Cup, in which Tamebay is joined by sister publications InternetRetailing and eDelivery to host the event.

 

The expansion comes after the cup was last year oversubscribed, with so many players taking part that the pre-match briefing had to be held on the pitch.

 

This year’s 2018 Ecommerce Cup will again be held in Shepherd’s Bush – where the entire venue has been booked out – and is now open for bookings, with places allocated on a first-come, first-served basis. Click here to find out more and sign up.

 

Webinars

Find out more about upcoming InternetRetailing webinars and register for free on the InternetRetailing webinar page. You can also catch up with past webinars on the page.

 

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