Bricks and Mortar and a CBO…
I started telling my retail clients long ago that their future existence depends on two things – A unique Brand that stands out in a crowded marketplace and a special online store experience that is exhibited in the stores and over the net. The changing world around us means that retailers need to take advantage of a GLOBAL CUSTOMER. Tomorrow’s sales will be created in marketing rooms, effective staff in-store training, a new way of thinking within the upper management staff and the creation of a new management position called the Chief Brand Officer or as we shall soon see the acronym, CBO. Just as the horse and buggy gave way to automobiles, the brick and mortar stores will give way to on-line sales. The in-store experience needs to be more than a sales associate and a pretty display. It will need to be an experience that creates sales in the store and on-line. Management and staff will need to understand the TRUE VALUE of their brand, or they will need to start closing stores and prepare for their products to be sold through wholesale websites like EBay and Amazon.com.
Technology has created a savvy shopper and if your Brand and your product are not exceptional, then all purchases are based on price and price alone. Everything will flow through the new position, the CBO for the retailer of the future. Brick and mortar locations can be the coffin or they can be the launching pad to new opportunities. MODA Image Consulting is the professional source for all Branding Challenges when when it comes to clothing, fashion, style and success: MODA Image Consulting corporate clientele is prepared for on-line sales growth and the domination of the Brick and Mortar retail world of tomorrow.
A recent article I read had a great quote from James F. Nordstrom, President of Nordstrom Direct, clearly stated what I’ve been talking about.
“We launched free shipping and free returns, because we have big ambitions for the growth of our online business,” says James F. Nordstrom, president of Nordstrom Direct. “We believe that the majority of the growth of our categories over the next 10 years will be online as opposed to in-store. And so we feel we need to be investing in the customer experience and be more competitive and be more relevant to customers online.”
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