Following John Lewis‘ successful Christmas sales report announced earlier this year, veteran retail expert and CEO of Powa Technologies Dan Wagner emphasized the importance of adapting to the shift in consumer behaviour.
“With record sales on Black Friday and a high volume of online orders right through Christmas Day itself, seasonal sales have become a marathon rather than a dash. It’s apparent that an alarming amount are still relying on heavy discounts to lure shoppers in-store rather than preparing for the long haul. It’s also astonishing how many retailers and delivery firms failed to account for this in their delivery strategies and jeopardized their ability to meet the crucial pre-Christmas deadlines as a result,” he said.
The fact that John Lewis managing director Andy Street is planning to open new stores despite the irrefutable increase in online sales “demonstrates that a strong omni-channel approach is key to success today, as does click-and-collect overtaking home deliveries”, Wagner continues. “Shoppers still enjoy the traditional browsing experience, but they have now taken control of their journey and demand the ability to complete and receive purchases on their own terms. Those retailers who have ignored this sweeping change over the last year are in for a very gloomy start to 2015.”