European Retailers Lags Behind Consumer Expectations.

Posted: 10 June, 2013 in Uncategorized
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In the last two years, the number of shops selling products that are currently being digitised has fallen by 13%, to no surprise that includes those selling books, computer games, CDs and DVDs.

Fashion retailing has also been hit hard over the same period, with women’s clothing chain stores down by 13%. At the same time, independent outlets have fallen in number by 6%.

The effect is visible every where. In Sweden large retail chains such as Retail and Brands are taking a hit, and doing so with out any signs of tagging along the trend of its US counter parts.

Forrester sees significant investment from US retailers in this space. Lowes, Home Depot, Nordstrom, and others have all been spending heavily on developing the underlying infrastructures that they can then leverage to create in-store digital experiences. Store Wi-Fi, associate devices like tablets or smartphones, kiosk technology, and even more emerging technologies like ePaper signage and electronic shelf-edge labels are on some agendas.

But European firms are following at a more sedate pace. When Forrester took a look at the expectations of European consumers versus their North American counterparts, it’s interesting to see that European shoppers have significantly higher expectations as to what a digitally enabled store will deliver. Yet almost universally, European retailers are failing to unlock this potential.

Why it is so is still a subject of much speculation, but if your firm doesn’t have plans, then you really should be kick-starting things before it’s too late!

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