L. Burger, CPM®, CRX, CSM
Well, there’s good news for retailers in the latest
numbers emanating from Black Friday consumer activity. As we reported on our news page, online sales hit $5.27 billion this
Black Friday, a nearly 18% jump year-over-year.
But--and this is surprising to me--it seems that
retailers are still converting to the notion that omni-channel sales are not
the wave of the future but a present reality, and they still struggle with the
concept of making their retail spaces “an experience.”
As we’ve written time and again in this space, those
who do not lead are relegated to being left behind, especially in the face of
advancing technology, and Moore’s Law, the infamous rule of thumb that predicts
the bi-annual doubling of technology. In fact, as GlobeSt.com reporter Erika
Morphy states in the story we carried, this milestone year helped underscore
that point: “Black Friday became the first day in retail history to drive over
one billion dollars in mobile revenue at $1.2 billion.”
Statistics show that online retail is still but a
fraction of overall shopping activity--a fact that various retail associations
embrace with glee. This I believe will not always be true, and the creeping
ease and acceptance of shopping online will only have a greater and greater
impact on the physical experience of shopping.
Some big-box retailers, national chains and real
estate operators are beginning to adjust to the so-called omni-channel approach
and bending their models--wisely--to how people shop.
Soon we’ll no longer speak of Black Friday or Cyber
Monday--terms imposed by pundits that clearly no longer reflect how people
shop. We will however increasingly speak of name-brand retailers who have fallen
by the boards because they realized too late that shopping isn’t an event
relegated to days, but is rather a fluid process.
Those that survive will have mastered the science of
servicing--and not hindering--the fluid nature of retail today.
Steve Burger, President
EUGENE BURGER MANAGEMENT CORPORATION
president and COO of Eugene Burger Management Co., Steve Burger is directly responsible for the overall quality, depth
and consistency of management services provided in all 15 regions in the EBMC