A product centric heritage has perpetuated a focus on purchases. Winning is no longer just about the sale today, but how to reduce the overall customer effort and making it easy to do business across time and place.
To grow subscriptions and ecommerce volume in general, retailers must do more than deliver the last mile. Home delivery is NOT a highly valued convenience if the customer has to worry about time slots, access or theft.
In responding to customers escalating demands, most retailers do not have the resources to do everything in house. Finding the right partners can bridge gaps to create win-wins that will be critical for future survival.
Retailers can never afford to be complacent. However, Amazon is not the only model of success. The rest of retail would do well to study the critical success factors of those who are thriving today in spite of Amazon's growth.
Rising consumer expectations are creating unprecedented demands disrupting traditional retail. CEOs not only must deliver quarterly profit, but also cope with a new reality - "the future ain't what it used to be".
Few retailers can copy Amazon, nor should they try. Each must honestly evaluate how they can meet rising customer demands.
"Customer-centric content has become the interactive currency required for consumer consumption across time and place."
Consumers consume brands and products, not retail formats. They demand a seamless experience.