The ongoing digital revolution puts a lot of stress on brick-and-mortar stores when the total market for offline retail shrinks massively in favor of online stores. Naturally the key action for traditional stores is to secure an online presence to defend sales volumes, which there are several approaches for from separate multi-channel, integrated cross-channel or seamless omni-channel. However, many retail chains focus too much on the new online channel and fail to act on performance in the physical stores, which often leads to cost inefficiencies, internal competition, non-aligned incentives and eroded overall profitability.
A couple of guiding principles to follow in order to secure offline store performance:
A focused execution based on these principles will secure a store organization that is ready to embrace the digital market change rather than fight it. Further, right-sizing of store organization based on updated needs will secure cost efficiency and long-term profitability. And finally, it secures a seamless integration of online and offline operations aligned on common business objectives.
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