Retail Transformation in Disruptive Times

Article written by Matthew Webber

It is both confronting and somewhat depressing to turn the pages (physically or digitally) of a newspaper to see yet another retailer fall victim to the economic climate. There is nothing nice about an empty shop front, the loss of jobs or the withdrawal of an important community institution.

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It is though happening at such a rate that we are almost becoming immune to the headline story and this creates an additional challenge for us all.

These fallen retailers are often iconic brands that people have relationships with,  sometimes these brands have become national treasures, and they are employers of thousands (sometimes tens of thousands) people.   

They are in fact serving an all important role in society whether that be supplying little Mary’s bike for Christmas, putting food on the tables for everyday people, or providing clothes for everyday wear or of course for a memorable event.

Retail is indeed an institution, it is iconic, it is for many an emotional experience. It is little wonder we don’t want to see it change. The problem is though it is changing, and the ball of momentum is rolling down the hill and picking up pace.

Like any change process – whether that be for the retailers themselves, or for the customers that hold them dear we need to understand Why it needs to change in order for us to change. It is then important for us to look forward and see what the future holds, and then importantly how do we get from here to there.

Why Change?

Survival

Sometimes in life we have to make the message simple so not to dilute or cloud the message. In this instance there is no greater reason to change than for survival. It is that simple and clear.

This is, for all purposes a likened to being in a paddock being chased by a ferocious Lion – with the good fortune that you can find safety (and opportunity) though only available if you run towards it. If you stand still, your future is bleak, if you run in a direction other than the one that presents the opportunity you will also meet the same fate – albeit a little more puffed out!

Survival can mean so many things and have different meaning to different people – whether that be the ability to remain in business to fulfil a dream, having the opportunity to provide jobs, or even the in the pursuit of retail excellence to provide a great service to your customer.

What though is clear, is you must be first  concerned with basic needs, in this case survival to then meet our psychological and self-fulfilment needs as Maslow’s hierarchy of needs would suggest.

There can be no greater reason for change than survival.

What does the future look like?

The good news is that the future is up to you. You can create the future in any way that you like, and one in which fulfils your objectives. There are some guiding principles that you will need to consider though as you create the future. 

1.     Customer centricity

Having a healthy obsession with your customer is key. This is about understanding their needs, being empathetic to their problems and having the ability to design solutions that will create an experience that they can emotionally connect with.

2.     Option creator

Customers need choice to meet their changing needs. They need options that they can have their needs met.  Creating a rigid business model will almost certainly fail in a world where the consumer is craving personalised attention in a very busy world

3.     Fast (and furious)

With the onset of technological advancement, and an economic environment where the power balance has well and truly shifted to the customer – there is a need for speed. This relates to the entire experience – how they interact with you (in person or digitally), the fulfilment of orders or the creation of solutions. Your supply chain (physical, information and financial supply chains) will need to support this. Your customer needs what they want yesterday – it is the world we live in.

4.     Digital

Digital must dominate your business model – whether that be providing your customer with the ability to buy online, the way you structure your supply chain or the way that you collect insights and learnings about your customer, industry, market and opportunities. Your customer is digital, so must you.

5.     Trusted

Your customer needs to Trust that you will deliver in your promise, trust that you have their interests at heart, trust that you understand their problems and how to solve them and have trust in the information, data, and emotional insights that they share with you. The move to a faster, more digital world comes with a greater onus on the Retailer to deliver on Trust. Remember people are at the centre of Trust.

Steps you can take

Now we have a flavour for the reasons why Retailers must change and a view into the attributes that are required to establish the future vision, it is important we consider how to get from the current environment to the new world.

1.     Listen to your customer

As simple as this sounds, it is the most important thing that you can do. The trick is to listen in a way that seeks to understand (just as Stephen R Covey would suggest in 7 Habits of Highly Effective People). It is easy to listen in a way that just validates your views, but if you listen in a way that can identify their real problems and how they would like you to solve for them – value will be created.

You will need to immerse yourself in their world, understand the data (including from social media) and look to their behaviours and actions. Customers, particularly retail customers,  speak with their feet (or fingers in a digital world) so listening to your customers behaviours is one of the most powerful tools you can use.  

2.     Define the problems and Create the opportunities

Work with your customer on solutions, and trial and test concepts as quickly as you can. Set up an innovation hub, a centre of learning so that you can collaborate, learn and develop.

Scan the globe for clues in how other retailers have solved for the same problem, or in fact how other industries have solved for like type products. By all means be original but do not invent the wheel. A great deal of energy can be expended trying to be too clever. Keep it simple and relevant.

It all starts with identifying and defining the problem well. This will help you move with speed when you test and trial solutions with your customers. Having your customer provide the insight and engagement in the problem definition will almost certainly ensure that they are engaged with you on the solution

3.     Design an adaptable, and commercial,  Business Model

Design a business model that supports the future and delivers on the value proposition and build in a way that allows the business model to adapt to changes in the environment. It is also critical that you create a business model that is commercial.

Many great retailers have fallen foul of moving their business into the digital world only to realise that the cost to service and fulfil orders in e-commerce can be expensive and slow. It is important to design your business model that  is customer centric and which can actually fulfil the promises you make to your customers and people.

4.     Effect the change

You need to be able to effect the change. To effect change you need to be able to lead the vision, build confidence, empower your people, communicate effectively and build really solid teams.

This will be your internal ability to adapt, transform and execute to deliver sustained business performance. Ideas are only ideas until they are executed. Even the best laid plans amount to nothing unless they are done. For ideas to be done you need people to engage with and embrace change as opposed to fighting it. You will need to be change ready.

Being change ready will enable your organisation  to act with speed and agility. It means you can do more with less and importantly ensure that you are not only a retail leader, but a profitable one

5.     Do the right thing

We highlighted that Trust is an important attribute for the design of future retail models, and with good reason. As you transform you need to ensure that you transform in a way that makes customer and commercial sense, but also in a way that ensures you do the right thing by the people and communities that you operate in from Source to Customer. 

This could be how you (or your manufacturers)  treat the workers in a factory in Bangladesh, through to creating safe work environments for the people fulfilling your orders or transitioning your labour force from bricks and mortar retail to a digital one. It may even be how you use and safely store data.

There are short cuts that can be taken in any transformation, quite often at the expense of people that are most vulnerable. 

Your customers in the new world expect you to do the right thing from source to customer. You as a retail leader should expect nothing less. 

There are significant opportunities for Retailers to reinvent themselves, build relevance and create significant advantage by following some very basic principles. The future is able to be created and reimagined.

The cost of inaction is just too high.

It just requires a rethink.

LOOKING TO rethink retail? Adjust your approach and G2M strategy? REACH OUT.

Our leadership team at Whiteark  have decades of experience in leading Retail Transformations from Factory through to Customer, developing Market and Customer strategies that ensure relevance and desirability . We design the business model to deliver commercial feasibility and  to ensure that your Retail business is ready to not only deal with disruption, but to thrive in it. From strategy to design and execution. Contact us on whiteark@whiteark.com.au or explore our retail transformation services here.

Article written by Matthew Webber