2015 Retail Predictions
With 2015 upon us, it's time to evaluate your marketing strategy for the new year. Here are four areas that you want to pay particular attention to:
1. Social will become more shoppable. Thanks to social commerce efforts (e.g., Twitter's "Buy" button) and the launch of solutions such as Soldsie and Like2Buy, merchants will find it easier to sell merchandise via social sites and apps.
TopShelf Boutique, an apparel store in San Francisco, is leveraging social media to drive sales. TopShelf uses Soldsie to enable shoppers to buy products directly through the boutique's Instagram feed. All users need to do is comment "sold" when they see an image of an item they'd like to purchase, and they'll automatically get an email invoice of their order so they can complete checkout.
Expect more of these social selling initiatives to emerge in 2015. Retailers will continue to seek ways to use social media for commerce purposes and more solutions providers will launch services to enable them to do that.
2. Retailers will speed up order fulfillment. Modern consumers expect real-time results from the services they use (e.g., Uber/Lyft for rides on-demand and Netflix/Hulu for shows on-demand), but they've also come to expect the same level of speed when it comes to shopping.
That's why we're expecting merchants to offer faster fulfillment options this year. Same-day delivery and click-and-collect will be "must haves" in 2015, and the retailers that are able to get products into the hands of customers quickly will be the ones that thrive.
We can already see signs of this happening. Macy's, for example, is now marketing its click-and-collect service more aggressively, while Target started testing curbside pickup in San Francisco. Meanwhile, same-day delivery services such as Deliv and We Deliver are growing rapidly.