Login >
0191 313 0300

Breaking from the old, embracing the new

Tiny demons like to hide in Brussels sprouts… 

Not your typical opening line to a business blog granted, but it’s what the Medieval British thought true and therefore serves a purpose: to quickly highlight how beliefs can change over time.

People clinging to past ‘truths’ and habits usually limit this speed of change, unless of course an event occurs to force through a quicker switch in thinking. For UK businesses, and retailers in particular, the Covid-19 crisis is just such an event. 

Consumer behaviour has now changed, as have their expectations for what good looks like. But how best to plan for this new normal? Where to apply innovation and fresh thinking, and how to adapt to ever-moving goal posts? Let’s take a brief look.

New partnerships

New business partnerships emerge

Leaner and simpler appears to be the order of the day for forward-looking retailers. The purpose being to enable nimbler, more elastic business models able to respond at speed to emerging opportunity.

A good example of this involves cupcakes. Lola’s cupcakes to be precise: the North London purveyor of handcrafted goodies. Recognising the impact Covid would have on their business, while also wanting to support local communities, Lola’s has extended its offering to include fresh fruit and groceries – all available via safe home delivery.

The drive for agile is also encouraging more strategic partnerships, and bringing together interesting bedfellows. Take John Lewis, which has extended its click and collect partnership with the Co-op to double its number of available locations.

New ideas being put to good use

Innovation also has a key role to play, with fresh thinking coming in many forms. For M&S, rolling out the ‘Never The Same Again’ programme, it means adopting a leaner, faster management structure.

For others, innovation remains centred on technology. Changing audience behaviour means the emergence of new customer segments with a range of addressable needs. Meeting these effectively requires the smart application of Artificial Intelligence (AI) and data to foster a deeper customer understanding:

  • The AI-driven Adwords Recommendations from Google factors in current trends, and is certainly a good place to start (or revisit)

  • Machine Learning (ML) tools like Amazon Personalize serve up the same capabilities for smaller businesses, helping expand choice and support for ‘small independents’

Reimagining the future

Pushing new further

Not that technology is finished there. Investments in automation and robotics continue to expand at breakneck speed, with Tesco alone announcing plans to establish 25 automated ‘urban fulfilment centres’ by 2022. 

Before then however, shoppers are already experiencing automation first hand, including:

  • Automated, cashier-less self-checkouts, digital click and collect, and interactive in-store displays

  • Chatbots handling frontline customer enquiries

  • Electronic shelf edges for faster re-stock by robotic pickers

These are all important developments with far-reaching consequences. But alone they’re not enough. Rather they’re enablers, and the task facing retailers now is to put them to work in building a customer experience that draws an excited audience – while also ensuring their safety.

Final thoughts and recommendations

Letting go of established beliefs is never easy, especially when many of them are still valid (though not the part about sprouts…). Today’s challenge does however require a clear focus on looking ahead, and exploring those areas proving to deliver the biggest bang per buck. These include:

  • Taking digital transformation to the next level by fully exploiting customer and transactional data with AI and ML

  • Building on agility by seeking the flexibility and automation needed to respond instantly to new market opportunities 

  • Considering partnering opportunities to attract new customers, improve logistics, and to make the most of available retail space

  • Evaluating emerging platforms and media channels to keep existing customers on-board, and to attract those seeking different options


Related Content 

Changing the Retail Landscape

From fighting over toilet rolls to shopping local: find out about headline developments in retail 2020, there are many reasons to be optimistic as businesses align to a new market reality.

Learn More

The New Consumer

Retailers have recently seen the law of cause and effect in full force, find out about the latest shopper trends, changes in consumer behaviour, and the psychological impact this is likely to have moving forward.

Learn More

New Ideas and Innovation

Find out about demons in Brussels sprouts, and how retailers are responding to the current crisis – including the reinvention of core services and finding new ways to delight customers.

Learn More

Rise of the Online Local

From Klingon cloaking devices to new options in home delivery: discover how consumers are turning to local providers in growing numbers, and the possibilities opening up for online local retailers.

Learn More

Call us now

Get started online