high street spending

Retailers must turn their attention to eCommerce as online continues to outpace the high street

Seize opportunities to enhance online offering and support bricks & mortar as part of a wider omni-channel strategy, says Tryzens

eCommerce systems integrator Tryzens has advised retailers to leverage developments in retail eCommerce technology as online sales (including mobile) of non-food items sees another bumper month. According to the British Retail Consortium (BRC), the sector saw a 7.7% increase year-on-year in February 2017, following a 8% increase the previous month, as consumers vote with their fingers and thumbs.

Overall however, it is clear the high street has been impacted, as the BRC reports a slight decrease in non-food sales of -0.4% in February this year, below the industry’s predicted growth rate of 0.2% (2016: 0.1%).

With more than half of visits to UK online stores now coming from smartphones and tablet computers, according to IMRG in 2016, and actual sales completed from smartphones now exceeding tablets, Andy Burton, CEO of Tryzens suggests that online, and increasingly mobile online, is clearly winning out despite a universal drop in British consumer spending.

“There is still a significant opportunity for retailers to leverage the advances in eCommerce technology”

He said: “Footfall may have decreased leading to a drop in overall high street spending, but online is going from strength to strength. If inflation is one of the driving forces behind decreased spending, it stands to reason that people are heading in droves to virtual stores, which can offer the widest of product ranges, competitive prices, plus an easy to use experience and convenient fulfilment options. There is still a significant opportunity for retailers to leverage the advances in eCommerce technology and associated operating models such that a re-evaluation of strategy and funding to leverage the online market is well worth the investigation.”

“A mobile first strategy approach is one of the most important trends that forward-thinking retailers can adopt in the coming months”

He added: “A mobile first strategy approach is one of the most important trends that forward-thinking retailers can adopt in the coming months. This centres on building the online experience from the ground up, looking first at how it is presented to a consumer and how it is navigated and responsive on a mobile device before any other medium. Extrapolating the trends we are seeing of traffic to sites from mobile devices, this is a key strategy that all retailers should be looking at. Tools such as real-time analytics – which proactively ensures retailers can evaluate and assess their online trading and respond on a timely basis are also key to boost sales or enhance the customer experience.”

“eCommerce is certainly not being negatively affected by dips in sales through the traditional bricks and mortar channels”

Andy concluded: “eCommerce is certainly not being negatively affected by dips in sales through the traditional bricks and mortar channels. But it has by no means taken over either and represents a growing minority of retail spend. That is important to remember – for retailers with physical stores, the key is to leverage eCommerce technology and to create a single view of the customer and a single view of stock (regardless of shopping channel) to enhance and lift the in-store experience and drive the overall business results. Investment in eCommerce – for example to boost fulfilment choice and convenience, and the use of the rich feature set of a mobile (such as geo-location) to extend in-store offers to passing customers – is all a part of supporting the evolving omni-channel shopping experience.”

About Tryzens

Since 2004, Tryzens has been trusted by retail’s biggest names as an independent expert to plan, implement and maintain eCommerce systems and to optimise retail performance through systems & services.

Tryzens enable its clients to leverage efficient, effective and reliable retail solutions that carry the promise of a positive and unified experience that in turn delights their customers, builds loyalty and drives growth.

From concept to outcome, Tryzens offer a range of services to enable their clients to Plan, Build, Run and Enhance their ecommerce offering throughout their multi-channel development, whether starting in-store or online.

Press contact: tryzens@spreckley.co.uk