@nimantha.de, it may be that they--whover 'they' are, presumably individual retail stores or chanis--do have a strategy. But it's not obvious to me what it is, as their initiatives seem fragmented and otherwise flawed.
As far as it being impossible to run without strategy, that's just not true. Manhy people and businesses spend their entire existence doing just that. I myself am not so good at planning, and tend to react rather than taking proactive measures. I could pretend that is my strategy, being flexible and prepared to jump in whatever direction was necessary, but it's really more that I'm lazy and confused and put off the jumping until the very last minute. I don't think I'm the only one going through life that way, and it actually does work for me most of the time ;)
Oopps.. Sorry Chuck itwas for you. Anyway how do you say that they do not have a stratergy to change ? Any studies which have proved it ? I think its impossible to run without stratergy isnt it ?
@nimantha.de, I'm not sure if your question was addressed to me (Chuck not chick) but I'm going to answer anyway. I think they need to establish a strategy. I am not convinced they actually have one to change; I think they need to identify their goal and develop a plan to reach it.
@Alison I do wonder what exactly makes such retailers decide to promote their sites or their stores more. I often receive coupons that are valid in-store only for places like OfficeMax, Staples, Kohl's, and Target. Banana Republic, Gap, etc. will often run a special in store that offers a larger discount than what is available online at the same time. But once in a while, some of the same retailers will offer online coupons that only work for online orders.
These inconveniences have now frustrated the customers so much that shopping is no more an overwhelming experience.
Different brands and retailers should learn this thing now that customers want easiness along with the good quality products, loyalty points and discounts on future purchases and since customers have now numerous choices of brands for a single product, thus in the upcoming days companies will be competing for the level of comfort they provide to their customers more than the products they offer.
One reason for the disconnect bw the two is that a while ago, web branding and online stores were thought of as more of and advertising tool than a marketing tool, but latel because of the increase in the confidence level of the customers in online shopping, the burden has dramatically shifted on the e-stores. So compnies who never started off on the right foot of thier e-stores now face problems of maintaining the quality standards when compared to e-store giants like amazon and ebay.
I am shocked by how many have not integrated both worlds of brick and mortar to their onlinepresence. I wonder why they are slow to do it? It seems like most companies would want to thrive and succeed, which this would help them to do just that. Is it the cost or is it more of them worrying about not knowing what they are doing (ie: losing control)?
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