During the World Retail Congress we interviewed Patrick Dodd, who is the Nielsen Global President Retailer Vertical. In this role Dodd has a broad view of the changes taking place in retail at the global level.
For Dodd, the transformation of retail (the theme of the WRC) involves the consumer and the power in the hands of every shopper, never so strong, thanks to connectivity. “The shopper is at the centre of the transformation and is the key to the success of every retailer, regardless of the channel”.
In the omnichannel debate, Dodd focuses attention precisely on technology and its simplification and uses the example of proximity stores, which are becoming successful everywhere. “The next step of proximity – he says – is the smartphone that we all have in our pocket. I think that companies should devote a little more time to thinking about how to transform the retail experience on mobile platforms in a way that is as simple as possible for the consumer”.
According to Dodd, there are two main concerns for retailers: how to manage omnichannel in a profitable manner and, at the same time, how to make promotions profitable through customer loyalty.
But also manufacturers are involved in the retail transformation: “The industry has a great opportunity and must take steps at the earliest in order to have a multi-channel role. Having specific offers for the different channels and the different purchasing paths of individuals will be the key to governing growth. This means, however, also having the ability to change business processes with flexible models. The days of the model valid for everyone are over. The future is in customisation”.
