We’re just one month into 2013 and the UK retail industry has been dominating the headlines. With HMV, Jessops and Blockbuster all going into administration, retailers must wake up and ensure they’ve got the survival instinct. The common link between these failing brands was the lack of cross platform in their strategy and their unwillingness to move to a digital world. 

Following on from my retail predictions for 2013, here are my top 3 survival tactics UK retailers must take note of if they’re to survive:

1.        Multi-Channel will be norm – embrace to succeed

Retailers in 2013 will need to create and measure a seamless brand experience across all channels: brick, click, social and mobile. Consumers are everywhere and anywhere rather than just somewhere.  My top tip to do this well is to think about how consumers are behaving across different devices and get their attention in a manner that is personalized and rewarding not interruptive for interruption’s sake.

2.        Integrate mobile online and offline

  • Pre purchase: With the gradual arrival of 4G and the increasing ubiquity of mobile devices in 2013, those who integrate mobile will win. From engaging shoppers in-store via Wi-Fi, implementing augmented reality and barcodes, to digital offers distributed via mobile devices, retailers have a unique opportunity this year to drive footfall and reach consumers in a more contextually, relevant and intellectual way than ever before using intelligent data. 
  • During purchase: Embrace showrooming:  Showrooming is where people use mobile devices in-store to compare prices either in rival shops or online. Experience design agency Foolproof found 24% of UK shoppers 'showroomed' in the lead-up to Christmas 2012, and 40% of those (one in 10 of all shoppers) then bought items from a competitor. For those who complete on price think about what else can be offered to retain that customer.
  • Post purchase: gather a wealth of data on consumer behavior and personalise offers to complete the digital circle.  Completing an effectual value exchange with the consumer will help win ‘brand love’ and garner loyalty over competitors.

3.      Don’t differentiate on price

Christmas 2012 saw a discernible shift away from price-led campaigns to story-led adverts.  There is no doubt that today’s savvy consumer knows what a retailer stands for and expects to receive that brand experience, no matter what channel they are engaging with. Connect with them and they will be interested in you.

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