Friday, January 23, 2015
Payment professionals contributed to the story by demonstrating their products and services and networking in the exhibit hall, evidencing that, while retailers may complain vociferously about the high cost of interchange, they are nevertheless collaborating with the payments industry in innovative ways.
While retail's big show was once considered the province of corporate sales professionals and complex integrated POS systems, retail's mass adoption of digital technologies has created a new culture of innovation. There is room in this playing field for fresh ideas and bootstrapped startups.
Merchant level salespeople (MLSs) can benefit by attending NRF, even if they only walk through the Expo Hall. The show provides insights into the way retailers think and the problems they are trying to solve. Retailers, according to the 18th annual Global Powers of Retailing report by Deloitte Touche Tohmatsu Ltd. and Stores Media, must be nimble, adaptable and innovative in order to compete in 2015 and beyond.
The DTTL and Stores study identified five growth categories in retail that are affecting business owners around the globe and noted that while the trends are not new, their increased adoption rate is changing the game for retailers and consumers alike.
Following are five big categories to watch in 2015.
Same-day delivery, currently on offer by Amazon.com Inc. and Google Inc. in select areas, is also impacting retail's supply-chain. "Retailers will need to optimize their information to provide as much content as shoppers need without the load time, especially over Wi-Fi and cell networks on mobile devices, so shoppers can easily and quickly find the information or product they need."
Retailers have taken a more active role in sponsoring sports and entertainment venues, and have even produced their own interactive events and social media displays. Gaming has become an integral part of the retail experience, enticing consumers to try their luck or skill to win products and discounts.
DTTL and Stores noted that these emerging forms of engagement are creating the omnichannel experience, in which consumers can enjoy a consistent experience "whether it's in-store, online, at home or on the street."
In some cases, "the middleman will be cut out completely – no physical stores, inventory or warehouses – replaced by made-to-order direct from manufacturer, such as Awl & Sundry and Made.com," the DTTL and Stores study stated.
While the NRF compiles performance metrics, including attendee and exhibitor demographics, from this year’s conference, payments industry leaders see retail as an exciting space, filled with new ideas and energy.
The speed of innovation is expected to continue to ramp up, requiring all industry stakeholders to react quickly to the changing retail landscape. Like payment professionals, the NRF show make it clear that retailers need to adapt in ways that drive innovation and help them stay ahead of the competition
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