The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

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Pulse Issue 5

C&C Retail Factory: Inside Click & Collect Retail Tactics

May 2019

There have been a number of innovations in online retailing – free shipping, sponsored auction listings, exclusive membership privileges, bundling, etc. – but because of this, traditional retailers have suffered a hemorrhage of store closings, bankruptcies, and decreased sales (despite increasing omnichannel tactics). Hope remains on the horizon, however, as many retails are now adopting a new tactic – the Buy Online and Pickup In-Store (BOPIS/BOPUS/BOSS/BORIS…) method, AKA Click and Collect. Read on to see how retailers are using it, and how marketers can adopt this innovation.
The option to buy online and pick up purchases in store has stopped being a nice-if-you-have-time-for-it frill and become all but a competitive necessity. 27% of consumers who visited a store during 2018’s Black Friday weekend were there to pick up a purchase already made online. Almost two-thirds of BOPIS customers — 64% — made one or more additional purchases while they were in the store.
In 2018, locations offering, “buy online, pick up in-store” nearly doubled. Walmart, Target, Kroger, Ahold, and Albertsons all brought their collective number of click-and-collect locations from 2,451 to 5,800. In-store and curbside pickup has filled a key need for flexible fulfillment: consumers are always looking to save time. However, they may feel more comfortable picking up items in person, whether for security or because they need that order today.
The emergence of buying online and picking up in store, as well as in-store returns for online purchases, is driving shopping expectations. Practical Ecommerce put together key factors for retailers looking to implementing BOPIS.
This discusses a study that evaluated shopping experiences from beginning-to-end across 10 of the largest retailers. It looked at BOPIS through the lens of customer experience, and from these omnichannel journeys shared key learnings.
Nearly 67% of shoppers in the U.S. have used BOPIS in the past six months and 10% of all sales will be fulfilled by Click and Collect by 2025. Check out this infographic to learn more about the evolution of BOPIS and the latest statistics and trends.
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About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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