THE FOCUS ON THE CUSTOMER. ALL EYES ON VALUE ADDED. FULL STOP.

AN OPPORTUNITY RATHER THAN A MENACE.

Online competition mercilessly highlights the weaknesses of conventional retail trading and increases awareness that we must think about things differently and attempt to make them better. Entire business models are now being scrutinised and changed. Strategies and technical features are being developed and even more technology is arriving in retail stores. However, learning from the trends and developments in the industry must not simply be some kind of blind digital activism. Rather, it should be seen as an invitation and an opportunity to finally put the purchaser back at the heart of all activities.

Brands must work out who their target groups are, what motivates them, how to communicate with them, what kind of contribution it can make to their lives. After all, a brand does not become a customer favourite thanks to the technology in itself, but rather because its products and services are real solutions. For companies embarking upon this path, digitalisation is absolutely not a menace; it is a real opportunity to stand out from the competition, to refine the brand profile and to bring the service commitment to the fore.