eStar CEO Matthew Brovelli discusses how brands and businesses can navigate the evolving e-commerce landscape.
In the rapidly changing world of eCommerce, businesses find themselves at different stages of growth and maturity. Whether a retailer is struggling to stay afloat or strategically investing in cutting-edge technology and acquisitions, there is no one-size-fits-all approach. Understanding where your business stands is critical to navigating this evolving landscape successfully.
Tailoring Strategies to Your Business Reality
Today's economic environment demands a sharp focus on budget scrutiny and immediate returns on investment. This often leads to short-term decision-making, which can be risky if not aligned with a long-term strategy. For retailers, adopting new technologies and services isn't just about staying current, it is also about aligning with your existing architecture, the strength of your internal team, and your appetite for risk.
Being honest about your team’s culture, capabilities, and availability is essential. Economic pressures often stretch teams thin, and key players may have moved on, leaving gaps that are hard to fill. In such times, even the most brilliant strategic plan can fall flat if your team isn't equipped to execute it. This can lead to adverse effects on your business performance, not to mention the morale and productivity of your team.
Prioritising Team Engagement and Efficiency
No matter the state of your business, keeping your team engaged is crucial. Your team represents your brand, drives customer acquisition and retention efforts, and lays the groundwork for your business’s evolution. A lesson I have learned many times is to stay close to those on the ground as they often have insights and ideas that can enhance productivity and efficiency. For example, speaking with your retail operations team, whether in-store or in the warehouse, can reveal opportunities for process improvements that significantly impact your bottom line.
Technology adoption can further enhance your team’s efficiency. AI, for instance, can serve as a copilot to your team members or be embedded in your software services to improve quality and efficiency. Whether it’s generating meaningful product descriptions, improving product discovery through better recommendations, or predicting stock requirements to reduce fulfilment times and costs.
Building a Solid Foundation for Growth
While some retailers are ready to jump on the latest trends, many are still working to get the basics right like product data and inventory accuracy. These foundational elements are critical for success, yet they are not easy to perfect. Retailers who focus on these areas will find themselves better positioned to take advantage of new opportunities when they arise.
Continuous improvement should be at the core of your business strategy. Leadership teams must ensure that their improvement initiatives are mapped to strategic outcomes that deliver long-term growth. This requires clear communication. Technical decisions (e.g. technology adoption) made without clear understanding of the business requirements often lead to negative outcomes.
Competing in a Bargain-Driven Market
Marketplaces like Temu and Shein have thrived in the current economy, where reduced discretionary spending has trained consumers to wait for sales and hunt for bargains. While product quality on these platforms may be lower, it’s evidently acceptable to consumers given their success. Australian and New Zealand retailers must therefore outperform these competitors in customer experience, from online shopping to order fulfilment.
Loyalty programs continue to gain attention, but they must offer tangible value to customers, which will vary from one retailer to another. Additionally, having a robust unified commerce strategy is crucial. This ensures that customers have a consistent and positive experience across all channels they use to engage with your brand.
While sustainability and ethical sourcing are important consumer concerns, it’s worth noting that some consumer reports may contain elements of virtue signalling. If you want evidence, follow the money and look at the growth of Temu and Shein. If sustainability and ethical sourcing is expected of your brand or perhaps it is a core value of your business, approach it with genuine commitment as informed consumers are quick to detect inauthenticity.
To navigate the evolving eCommerce landscape, a nuanced approach that considers the unique position of your business is required. By focusing on team engagement, continuous improvement, and clear communication across your business, retailers can better position themselves for long-term success, even in a challenging economic environment.
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