Darrell Rigby's The Future Of Shopping

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The author Darrell Rigby starts the article ‘The Future of Shopping’ by visualizing how shopping in the future is likely to turnout. According to him, retailing undertakes a change every 50 years or so. In the 1990s online shopping or e-commerce came to existing, like amazon.com, but soon it was a failure. The reason of the burst of the dot-com bubble was a mixture of ill-judged strategies, projected bets, and a slowing economy. However the scenario is now much different. E-commerce in todays time is a success as people are getting more drawn to it. Experts projected that 50% of store sales could be affected by digital information, making it more appealing to the consumers. As stated by Forrester, just in USA e-commerce is approaching $200 …show more content…

The retail scenery is already shifting to better prospects. More customers now are shopping online. Sales through e-commerce have risen to 20% from 15%. Digital retailing is growing very fast and it will persistently flourish. The bases behind this are: the vast options available, easy accessibility, convenience, product reviews and suggestions, sometimes free delivery. On the other hand the traditional retailers are now facing problems due to their computer illiteracy and other factors. For example, amazon.com’s five year average return on investment is 17%, whereas traditional discount and departmental stores average is 6.5% The bursting of dot com bubble, threats from digital retailing over measurement system, incentives and existing store, focusing more on profit margins rather than return on investments and not having experiences with innovations are acting as major drawbacks for these retailers. Therefore, retailers will have to adapt omnichannels strategy and redesign their business even if it means starting from scratch. They could assimilate their old physical store with the new digital part so that they can compliment each

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