Consumers don’t care about channels; they care about convenience and options. But as shopping becomes more satisfying for the consumer in control (“I shop my way, on the channel and device of my choice”), for retailers, selling has become more complex. Because consumers can search, learn, share and compare up to the last second before purchase, the consideration cycle doesn’t end until a transaction is complete. Consequently, merchants need to be strategic and agile, ready to interact with customers on their preferred channels, armed with tactics appropriate for each platform and each stage of the cycle, from the dawn of awareness, to the point of need, to the moment of decision.

That is a daunting prospect. So instead of worrying about keeping pace with technology, which they can’t control, we advise retailers to keep their sights on what they can control: creating what their customers will consider an exceptional experience. Offering customers the best service is always (as always) the right solution – although the “solutions” involved (social platforms, personalization engines, augmented reality…) will inevitably change. For example, when Target first adopted the Amazon commerce platform, it was a smart move. But in time, that solution no longer made sense: Target customers expected more than a “standard” experience. That’s why Target needs to build a platform and an experience which will reflect their brand and satisfy their customer’s expectations.

Technology changes, consumers change; retailers’ strategies must evolve in consequence. But the starting point will always be the customer. Working with clients, we focus on identifying and leveraging the most effective channels and touch points to help them connect successfully with their specific audience. Then we ensure that each channel delivers the best possible experience for that cohort.

So what do we see when we look ahead to the future of eCommerce? We see… shopping. Even today, the term eCommerce seems faintly passé – rather like “cyberspace.” No, we won’t be abandoning our shopping carts anytime soon. But the smartest eCommerce strategies will be smart retail strategies, period.

Thanks to all of you who took part and contributed your thoughts about the future of eCommerce. What emerged from the discussion? Here are some of the highlights.

FORUM HIGHLIGHTS

1 - Interactive tools and enabling technologies are making online shopping supremely satisfying.

Peer reviews and ratings, experiential marketing, augmented reality: merchants are increasingly eager to experiment with tools to make the online shopping experience more immediate, more engaging. As retailers leverage personalization technologies to collect more information about our preferences and behaviours, they will create more relevant, deeply satisfying “curated” shopping experiences.

2 – Search strategies and social shopping are leveling the playing field for niche merchants.

Niche players will be able to go head to head with national retailers even more aggressively, thanks to strong search strategies at both local and international levels. Social media help niche marketers develop loyal followings beyond the reach of a single store. Because mere availability of offer is no longer sufficient, national retailers need to transform to stay competitive and relevant.

3 – It’s not just about merchandising and marketing: platforms make a difference.

Online merchants once regarded platforms as commodities – much like cash registers or mall storefronts – in the belief that merchandising and marketing were the true differentiators. But some retailers are revising that assumption, realizing that the unique experience they wish to offer their customers cannot be supported by a standard, large-scale solution. Cases in point: Borders, Toys R Us and now Target have defected from the Amazon platform, preferring to control every aspect of their strategy from UX through shipping and fulfillment. And just weeks ago 1-800-Flowers became the first retailer to open a storefront on Facebook.

4 – Mobile eCommerce? There’s an app for that.

Mobile shopping continues to gain traction as handheld devices supplant laptops as the primary means of online access. The popularity of the iPhone and its applications (50,000 as of June 2009) demonstrates that people are ready to demand more from their telephones than voice and text. Smart phones are on trend to become our “personal concierges,” with the ability to source products and services along with details on best price and availability. Or recommend restaurants and hotels based on current location and personal preferences, then provide confirmation and payment options.

5 – The future is out there.

Debbie Carkner, who with Séverine Jarry launched the discussion on the future of eCommerce, imagines this shopping scenario.

“Not so far off is the day when your telephone will hear your internal to-do list, via some sort of headset, and get started on completing the tasks. No need for speech. For example, you think: “Cocktail party. Black dress. New.” Your smart phone delivers pictures of two different styles available in your size from a local boutique. You have the option to buy and have it delivered, or you get directions to the boutique so that you can try it and browse the shop. The components for this scenario already exist, it’s just that they aren’t completely in sync yet…”