build an experience rather than a shop This is the sixth of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. This ‘thought’ was part of a series examining the trends in marketing in 2018 and beyond. Having products for sale, even the best products, is no longer enough. When asked […]

build an experience rather than a shop This is the sixth of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. This ‘thought’ was part of a series examining the trends in marketing in 2018 and beyond. Having products for sale, even the best products, is no longer enough. When asked why they shop online, shoppers tend to cite the following three reasons, in this order: RangeConveniencePrice The online environment is seen as offering greater range, a more convenient experience, and lower prices, so, unless a product is needed in an hour, why visit a bricks and mortar shop? Increasingly, consumers are asking themselves this question and concluding that online shopping is the way to go. In December 2017, 22% of Australian retailing was transacted online. It is predicted that by 2025 50% of all retailing will be online. So, will bricks and mortar retailers survive?…