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How retailers are upping their game to sell to shoppers where they are

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In today’s InternetRetailing newsletter, we’re considering where, and how, shoppers are buying today, and how retailers are, or can, adjusting their strategies to take that into account.

It’s clear from the latest BRC/Springboard figures that shoppers were less likely to visit the high street for the January sales, preferring instead to shop online.

Instead, they’re shopping via mobile devices, driving retailers to find new ways to make that an easier experience. Today we have news of how Schuh is using pay on delivery technology to make the mobile checkout that bit easier. We also focus on what retailers can learn from the Mobile First Conference at IRX 2017 as they look to boost the customer experience on smartphones and tablet computers.

Other ways that shoppers want to buy are explored in a pair of guest posts. Jenni Day of We Are Pentagon, organisers of the Retail Without Borders conference, investigates the growing importance of marketplaces to retail strategies, while Mickaël Froger, CEO of ecommerce automation specialist Lengow, brings all these strands together as he considers the importance of an overarching omnichannel strategy.

We also have a remind of what traders could do better, with a DMA study that suggests most retailers are not yet sending the relevant emails that they’d like to.


The next InternetRetailing webinar is on February 22, when RedEye’s CCO Matthew Kelleher will consider whether technology companies are giving marketers what they really want. He points to a disconnect between the technology companies and their clients, and will ask what support retailers need from their providers to make their marketing strategies work. In a world of intuitive marketing tech, is there still a part for people to play? will be on February 22 at 2pm. Visit the RedEye webinar page to find and more and register for the free event.

On March 16, Pitney Bowes’ senior vice president, consumer and merchant solutions Jonathan Kapplow will be looking at practical approaches to selling via the global marketplaces that are expected to represent 39% of the online retail market in 2020. How to expand into high growth emerging economies through global marketplaces is at 2pm on March 16. Visit the Pitney Bowes webinar page to find out more and register for the free event.

Click to visit the Internet Retailing webinar page to catch up on the latest events.


Eight conferences packed with retail speakers and covering everything from omnichannel and international to delivery are running at the InternetRetailing Expo, from April 5 to 6 at the NEC in Birmingham. To learn more about IRX 2017, its sister conference eDelivery Expo and to register for free, visit and

Attendees can also get a 25% discount on their train fare to the NEC when they book through the IRX or EDX visitor information website.

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