“The winds of digital change blow through all industries and sectors. And everything that can be digitised will be digitised.“ Kay Julius Evers, Managing Partner at Eversfrank Group, summarized the main challenges of the digital age in his opening remarks at the Port of Thoughts Retail Summit: “You have to destroy and reinvent yourself.”
„Transform or Die! “ – this sensational moto is the ECC-Forum´s theme for the digitalization in the b2b opened yesterday.
As mentioned in the welcome speech by Sabrina Mertens, the leader of the ECC Köln, one of the main problems became clear. The “Digital Transformation” is for many people intangible. According to an ECC survey, the insecurity regarding the cost-benefit as well as the lack of knowledge regarding the technical demands are barriers that will be addressed during this topic.
As incentive for the digitalization process, Sabrina Mertens emphasized the numerous benefits of the digitalization:
- Increase in client satisfaction
- Time saving in the daily business activities
- Revenues optimization
- Cost savings
- Increased employee satisfaction
In this fast-paced, digitized age, your customer wants, more than ever, to be put first. Whether B2C or B2B, your customer expects a seamless experience across all channels. The key to it is high-quality master data.
The “modern” consumer expects you to know him – his preferences, his purchase history. He expects you to know exactly what suits him. Whether it be an attachment to his machine or trousers that match his shirt. But in one respect consumer behaviour has not changed, despite digital transformation. Before buying, customers want questions to be answered. They expect, whether online or offline, informative pictures or graphics, detailed descriptions, comprehensive information about the quality of products and preferably some videos, reviews and references. How many questions your customer may have and what is, in his opinion, “comprehensive” and “detailed”, depends on the individual, but also, strongly, on the product itself. However, except for low-cost items, the following is true for all products: if the customer notices missing or incorrect product information, he will not purchase them.
Wine, a product in need of explanation, a product which actually wants to be tasted. Is such a product category even suitable for the subject of omnichannel? Yes!
E-commerce and shopping with mobile devices are becoming ever-more prevalent, of course these changes don’t stop at the doors of the wine shop either. The company Hawesko clearly demonstrates that e-commerce and high-quality wine doesn’t have to be a contradiction. It is already successfull in the field of e-commerce for a few years now. Nearly 50 percent of the turnover is produced in this sector meanwhile.
Hawesko as one of the biggest wine merchant in Europe shows the way. Read here the assessment of Nikolas von Haugwitz (CEO and Managing Director of Hawesko GmbH) and Ina Dittmann (Project Leader at Hawesko) about the challenges in e-commerce: the change of the consumers, international competition, the fight against Amazon, the Management of Product Data (PIM) to the evaluation of the right technology.
Interesting speeches and educational workshops about Best Practices and trends in E-Commerce and Retail at the .EXE in Hamburg.
Our customer Hawesko shared their experience in implementing a PIM tool with the audience. Many thanks to Ina Dittmann for her great engagement!
What issues will affect our customer projects? Which ideas and technologies will we have to focus on? What will move us in 2016? As last year, we have interviewed our colleagues at RS Media and asked them for their predictions for 2016.
While in the last years our customers‘ major focus was on sales and marketing processes, we are now witnessing a shift toward digitalization, i.e. an increasing correlation of all business activities in a digital format. Our consultancy team has already devised the first digital concepts for well-known companies and is now implementing them with our customers.
There are also some fascinating trends affecting publishing. The term „individualized marketing“ has become a popular buzzword. We have achieved some outstanding results with our customer METRO in this respect: targeted and custom-tailored offers are now sent to the customers not only digitally but also in print.
RS Media Group now employs more than 130 IT and marketing experts, making it one of the leading companies focused on omnichannel consultancy in Europe. We help our customers to meet the challenges of digital transformation with a sales process that encompasses all sales channels, master data, Data Quality Management, IT solutions for MDM, PIM, DAM, e-commerce and print. Last year we won over 25 new customers who appreciate our comprehensive consultancy services and support.
We hope you enjoy our predictions!
Michael Fieg, Managing Director
Cross-, Multi- or Omnichannel, one thing is clear: the cross-channel and independent interaction with the customer lets the commerce face new challenges. Labelled “experience and service in the (online) commerce” the 27th ECC-Forum in Cologne examined approaches for possible solutions and presented their current research results in e-commerce.
Yesterday, the bevh 2.015 in Hamburg ended after two extremely interesting days. All kinds of visitors from the mail order business were, as in the years before, very positive about high-class speakers and interesting topics.
During many talks, workshops and speeches, the topics Content Marketing, Product Data Management and SEO emerged as the top priorities relevant for the retail business this year.
Although parsionate did not make it to win the final of the table soccer cup, we call the two days a great success full of interesting and challenging conversations as well as a splendid workshop about “Content Marketing and E-Commerce: a contradiction?”, held by our Principal Business Consultant Michael Weiss.
Do you still remember? The ski holiday is due and you are totally up to buy a new pair of ski, to really enjoy the snow! You are visiting the sport equipment supplier of your confidence and having a look on the different models of ski. Slowly an insecurity develops within yourself: rather an all-mountain or a carver, freestyle or high-performance ski? But fortunately, a friendly salesman appears: “How can I help you?” A typical consultation follows: you are you skiing on prevalent pistes or also in deep snow? Do you make full use of the piste, with big bounds or would you like to ski a little faster down the mountain? The salesman recommends a model and explains the advantages. After a critical look on the price, he suggest one or two more inexpensive alternatives. You choose the attractive design and head off to the cash desk with anticipation.
Unfortunately this history more and more belongs to the category „one upon a time“ for many retailers. Normally the customers will not enter the sport shop clueless anymore, they first seek information about the desired products on the internet – If they still make it to the stationary shops at all and do not buy online. Latest after the consultation of the salesman, they start to compare prices of the desired models in the internet – and it will not be a happy end for the salesman if they find a cheaper selling price there.