VMSD - October 2020 - 2
FROM THE EDITOR
Clicks and
Mortar
Smart retailers are blending
the best of e-commerce and
in-store experiences.
Two years ago, I wrote a column titled "Paradigm Shift" about the need for
retailers to align their in-store, mobile and e-commerce teams internally to
better reflect how today's consumer shops. At the time, Sephora (Paris) had
announced it would do just that, breaking down the organizational silos that
stood in the way of creating truly seamless experiences across channels.
Fast forward to present day, where we find ourselves in a completely new
landscape in which retailers are challenged not only to surprise and delight
guests in their stores, but also to keep them safe. It is in this new environment
that the notion of a seamless physical and digital experience and an in-store
experience that leverages the best of both worlds becomes significantly more
compelling.
"Many retailers are misled to believe brick-and-mortar is dead, but the smart
ones know the sweet spot of today's retail landscape is making online and offline
brand experiences complement each other," Marcel Hollerbach, Chief Marketing
Officer at data integration firm Productsup (Berlin), told Street Fight magazine.
Dubbed "phygital" by some, examples of this click-and-mortar phenomenon
are readily found among innovative brands and in the best cases, are the result
of forward-thinking organizational change. Take Walmart (Bentonville, Ark.),
which announced in February it would combine its e-commerce groups in
New Jersey and California with its Arkansas-based in-store teams. The move
preceded the recent launch of its Walmart+ membership program, which not
coincidentally, unifies shoppers' in-store and e-commerce benefits.
Much has been written about what the future holds for brick-and-mortar
retail, and certainly, as an industry, we find ourselves at a crossroads where we
must ask ourselves some fundamental questions. What motivates shoppers to
visit stores? What drives them to purchase online? Most important, how can we
as organizations evolve to be more reflective of the changing shopper journey to
create a new holistic way of looking at retail itself ?
Jennifer Acevedo
Editor-in-Chief/Associate Publisher, VMSD magazine
VMSD - October 2020
Table of Contents for the Digital Edition of VMSD - October 2020
VMSD - October 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Connecting the Dots
On the Shores of Veracruz
Diner’s Club
The World of Tomorrow
Showroom
Ad Index
Checking Out
VMSD - October 2020 - Intro
VMSD - October 2020 - VMSD - October 2020
VMSD - October 2020 - Cover2
VMSD - October 2020 - Contents
VMSD - October 2020 - From the Editor
VMSD - October 2020 - 3
VMSD - October 2020 - Vmsd Editorial Advisory Board
VMSD - October 2020 - 5
VMSD - October 2020 - The Goods
VMSD - October 2020 - 7
VMSD - October 2020 - 8
VMSD - October 2020 - 9
VMSD - October 2020 - Next Store
VMSD - October 2020 - 11
VMSD - October 2020 - 12
VMSD - October 2020 - 13
VMSD - October 2020 - Connecting the Dots
VMSD - October 2020 - 15
VMSD - October 2020 - 16
VMSD - October 2020 - 17
VMSD - October 2020 - 18
VMSD - October 2020 - 19
VMSD - October 2020 - On the Shores of Veracruz
VMSD - October 2020 - 21
VMSD - October 2020 - 22
VMSD - October 2020 - 23
VMSD - October 2020 - Diner’s Club
VMSD - October 2020 - 25
VMSD - October 2020 - 26
VMSD - October 2020 - 27
VMSD - October 2020 - The World of Tomorrow
VMSD - October 2020 - 29
VMSD - October 2020 - 30
VMSD - October 2020 - Showroom
VMSD - October 2020 - 32
VMSD - October 2020 - Ad Index
VMSD - October 2020 - 34
VMSD - October 2020 - 35
VMSD - October 2020 - Checking Out
VMSD - October 2020 - Cover3
VMSD - October 2020 - Cover4
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