To find out what retailers are thinking about the Internet and other matters, I attended the National Retail Federation's 89th Annual Convention and Expo. The following weekend I was in Las Vegas for the Entertainment Retail Conference, finding out what design firms and retailers have to say about the Internet, retail and the importance of entertainment. Multi-channel retailing is here. Ninety-seven percent of purchases are still made in stores. The Internet is just one more way to reach the customer, to satisfy informational and personalization needs.
Time is more important than money.
Different kinds of shoppers like to shop at different times of the day, and the Internet can provide this flexibility. The web is actually an information, communication and order-taking device. The customer will still come into the store for the experience and to pick up purchases ordered over the Internet, giving retailers the continued opportunity to inspire discretionary and impulse purchases. Integrated marketing will become more important than ever. The consumer sees the retail brand as a whole, not in parts.