MARKETING EVOLUTION
“ A retailer must be clear what experiences a customer should have whilst shopping physically and online in their store . Simple , seamless , and pleasurable should be top priorities .”
products and related services such as shipments . In 2019 , 14.1 % of global retail sales were online with growth projected to reach 22 % by 2023 . E-retailing covers B2C , that is , business to consumer and B2B that is , business to business .
Here in Kenya , statistics show that 24 % of the population has bought at least one product online in 2021 . This is proof that there is great potential for online shopping locally , and the success of companies such as Jumia , Kilimall , and Jiji add to the fact . The Covid pandemic also got many here in Kenya and in other parts of the world shopping online essentially because of the need to maintain social distance .
Retail brands are unique in that whereas product brands can be ‘ removed ’ from consumers , in the sense that consumers may not directly associate with producers or manufacturers , retail brands can only be consumed through experience . This puts pressure on retailers to live up to their brand not only in terms of visual elements such as consistency in logo representation but also shopper experience . This means that a retailer must be clear what experiences a customer should have whilst shopping physically and online in their store . Simple , seamless , and pleasurable should be top priorities .
And , really , nothing should be taken for granted . I ’ m the type of person who likes her space for example . I very much like my 12 feet . You can imagine my shock at being in a shop with aisles so tight ; in one minute I had said at least 3 excuse mes . My cousins make fun of me and say that I ’ m bourgeois but in all honesty shopping in that shop is frustrating . If I go to that shop , it ’ s more than likely I had no other choice . The same applies for shopping online , no one likes to see a crammed page . What brings pleasure to a shopper physically instore is the same thing that will bring pleasure when shopping online even though application may vary .
Physical and digital lines have become blurred . Customers do not see experiences offline or online as separate from each other but rather as extensions of each other .
As they shop for products in-store they could be on their smart phones checking on product reviews for the same . It is not about online or offline for the shopper but rather an integrated , frictionless experience , whatever platform they are on even if both simultaneously .
Excellent retail branding therefore allows the retailer to stand out from competitors with the most significant differentiator being shopper experience .
In my case , hopefully , the said shop will have bigger aisles …. ■
Marion Wakahe is a marketing professional , passionate about business growth and sustainability and its role in peoples ’ empowerment . She is of the opinion that the marketing function is the primary driver of business growth . Engage with her via email :
MWakahe @ gmail . com .
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