Does traditional retail still make sense in a world dominated by mobile? Most companies make the same critical mistake: they treat e-commerce and brick-and-mortar stores as two separate entities that… compete with each other. The result? Margin cannibalization, a confused customer, and wasted technology budgets on tools no one uses.
In the latest episode of Euvic Talks, Krzysztof Heyda, a Product Manager behind the success of apps such as Żappka, Mój Tauron, and solutions at Modivo, reveals how to blur the lines between what is digital and what isphysical.
Channel War: Why Is Your Omnichannel Strategy Eating Its Own Tail?
Many leaders think that “being everywhere” (omnichannel) already means success. In reality, without a cohesive strategy, your sales departments become each other’s biggest competition. This is the daily reality of the biggestmarket players, where e-commerce and retail teams fight for the same bonus.
“Very often these goals are somewhat in conflict… there is already a separate sales target for the retail network and separate sales targets for the mobile app or broadly understood e-commerce of the same company. And insteadof working together to lead the customer to purchase, they fight for the same customer.”
The solution is Phygital. This is an approach in which digital does not try to replace physicality but rather extends it – like a kiosk at McDonald’s or in-store navigation that leads you directly to the shelf with the product selectedin the app.
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