Sears, the
one-time titan of American retail, filed for bankruptcy ahead of a $134 million
debt payment due Monday and announced that it will close 142 stores. The
Washington Post, October 15, 2018
JCPenney could
be kicked off the New York Stock Exchange because its stock is worth too little.
CNN Business, August 9, 2019
Barneys is
closing 15 of its 22 stores after filing for bankruptcy. Here's the full list. Business
Insider, August 6, 2019
GNC could close up
to 900 stores and slash its mall location count in half as the retail
apocalypse roars on. Business insider, July 22, 2019
We live in the
disruption era. It comes at us thick and fast. It is unrelentless and sometimes
ruthless to names once etched in the hearts and minds of every household. Particularly
severe to brands humanity grew up with. For incumbents, it sometimes feels even
the paranoid don’t survive.
The stock market
now has two $1 trillion companies: Amazon and Microsoft. CNN Business, July 11,
2019
Shopify Cracks
The E-Commerce Code, And Its Billionaire CEO’s Fortune Doubles In Just Six
Months. Forbes, August 20, 2019
Alibaba ramps up
offline efforts. Internet giant opens first physical store of its cross-border
shopping platform. China Daily, April 21, 2018
Why digitally
native brands keep opening physical stores. Bloomberg News, October 22, 2018
We live in an
opportunity era. Everything is possible. For those with the right mindset, the world
is our playground. Growth is exponential. Winners are taking all. Life is good
and only getting better. For digital natives, it sometimes feels anything and
everything we touch turns into gold.
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For the uninitiated,
it seems we live in the paradox era! Very difficult indeed - to decipher and appreciate
the underpinnings of such stark and opposing trends. This starkness particularly
accentuated when it comes to the business of Retail. On the one hand, household
names are going bankrupt, fast. On the other, digitally native brands are
opening offline stores by the dozen and valuations are booming. I am no retail expert but let me offer you a response
hypothesis for incumbents, as a student of ‘business in the digital era’.
My response hypothesis
in the form of some #mantras below:
- For starters, to re-iterate what I might have said earlier. Business is still business. You still need to obsess about making money, optimize costs, obsess about customers, shareholders and the larger societal context. Remove your eyes from the basics at your own peril
- What has definitely changed though, is the era we are in. Industrial has long sunset and the sun is now shining brightly over the digital era
- To survive in this era, just paranoia is not going to cut it. You need to develop a digital conscious, a digital soul, a digital genome to thrive
- Customer attention spans are depleted, and their expectations are fluid. You need to get on and develop a top-notch digital storefront. Remember a brilliant mind once said ‘design it not what it looks like or feels like, but how it works’. So, make sure your storefront design is what works for your customers, in all aspects of the digital experience. And yup, hyper-personalisation, AI, data driven, etc. etc. etc. are all table stakes now to enable a good, usable design
- You also need to be where your customers usually are, so API enable your core as a first step and get on with connecting to digital lifestyle brands around you – We Chat, What’s App et al
- You cannot just develop a bright and sparkly digital veneer but have an analogue back office and logistics underpinning it. The back office and supply chain need to be fully synchronized, in real time to meet the promise of the digital store front. Most incumbents may get carried away by the gloss of the digital customer experience and forget about or delay this important gene of the digital genome. Synchronize the operations in real time and make it as autonomous as possible
- And phew, if this wasn’t enough you have to in-parallel, perpetually examine the business model you are in. Marketplaces have disrupted pipelines. The distributed business model is due to disrupt marketplaces. And who knows what is on the horizon next. Incumbents with their distribution prowess should have been first to discover the promise of ‘managed marketplaces’ and launch DNVBs – unfortunately they didn’t!
- Culture is a derived variable. You cannot impact it directly. Just get integrated teams to start working on new initiatives in new ways – agile, failure accepting, collaborative, open, knowing to learn. This new way will go viral and in due course become the new cultural norm
- You may ask. All this in one go! Can I not take a phased approach? No, you cannot. If mutating to a new organisational genome could be done with solely focusing on a singular dimension of the business, we would not have a retail apocalypse, imho! Digital natives are already active on all these vectors. You have to transform multiple genes of the genome. and fast. Of course, you can take a sprint approach within each vector of the transformation – customer experience, operations/logistics, biz model, capabilities, culture et al. But as was said earlier, creating a digital veneer underpinned by an analogue operation is just not going to work
- And finally, as a dear fellow disrupter, Ray Wang puts it so nicely, ‘digital Darwinism is unkind to those who wait’. So, get on and move. Pace is your friend in responding to the existential threat from digital natives
Retail sometimes
serves a higher purpose for humanity. For instance, Retail has therapeutic
qualities. Personally, quite so often when the chips are down, a visit to a
retail destination, with serendipity as my shopping guide, helps soar the
spirit and gets me back into Flow. Lately during these visits, the transition of
bricks and mortar retail to an experiential conscious is quite apparent.
Nurturing a digital
genome deep within its soul should help incumbents with this transition to experiential.
And keep the business
of retail rocking well into the sunshine of the digital era.
Note: The views and perspectives on this blog and neetanmantraas are mine and mine along