The results from retailer Next today suggest that there is a lot more work to be done by the Group to boost its online sales.
The FT reports that Next’s online and catalogue business sales were up 5.6 per cent last quarter with high street sales down 2.4% over the same period.
No one will pretend that online sales can beat the downturn. There will be casualties and for a lot of organisations their online sales still remain only a small fraction of total sales.
So there are things to be done.
The first is to optimise online sales now. This will help with the immediate issues that will plague retailing for a couple of years.
Next is to plan for next year when the online experience and commitment to the brand from the online community has to be of a different order.
And then, as retailing begins to recover, it will have changed for all time because the experience of online shopping will be well established.
The immersive internet will be at hand.
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