Herman Trend Alert: Retail Resurgence

Over the past decade, we have seen false and failed starts in online retailing. The market wasn’t ready. The technology wasn’t ready. Forward-looking retail entrepreneurs were too far ahead of their time and lost a lot of money. The Internet retail movement lost momentum, as well. Major retailers, as well as thousands of smaller enterprises, have continued to play in the world of electronic relationships, while protecting themselves with a sustaining brick-and-mortar presence. The feeling has been that Internet retail will explode someday; it’s just a matter of time. Many retailers have struggled to maintain a presence on the web so they would be ready when that glorious time finally arrived.

From “Herman Trend Alert,” by Roger Herman and Joyce Gioia, Strategic Business Futurists.

Posted: Aug. 3, 2006, 9 a.m., EST

GREENSBORO, NC — Over the past decade, we have seen false and failed starts in online retailing. The market wasn’t ready. The technology wasn’t ready. Forward-looking retail entrepreneurs were too far ahead of their time and lost a lot of money. The Internet retail movement lost momentum, as well.

Major retailers, as well as thousands of smaller enterprises, have continued to play in the world of electronic relationships, while protecting themselves with a sustaining brick-and-mortar presence. The feeling has been that Internet retail will explode someday; it’s just a matter of time. Many retailers have struggled to maintain a presence on the web so they would be ready when that glorious time finally arrived.

The dawning of substantial retail business on the Internet may not be far away. Retailers are learning some techniques that are increasing customer comfort — and sales. Internet sales are expected to increase significantly in 2007 — about 20 percent over 2006. Analysts project online sales of $211 billion in 2006, with an augmentation beyond $250 billion next year.

What’s the secret? Surprise! It’s the human touch. Sales growth is attributed in large part to the increase in interactive retail websites. These sales-oriented websites include a personal touch orientation toward customers. Questions are answered instantly using online chats. Product information is forthcoming through prompt, thorough and friendly interchanges from well-trained customer service associates who know their stores, their merchandise, pricing, delivery and techniques to assure customers are always happy and satisfied.

The resistance to Internet purchasing is gently being overcome by the courteous professionalism of customer advocates. Even though they can’t touch, see and feel the merchandise, they trust the learning and reassurance that flows through their screen.

As interactivity continues to have a positive impact on the field, there will be an increased demand for more knowledgeable, outgoing and computer-literate retail clerks. This increase in demand comes at a time when brick-and-mortar retailers are having difficulty finding retail clerks to engage in one-on-one conversations with their customers in traditional stores.

Opportunities are plentiful in online retail — for those who prepare with education, training and experience — and they may live anywhere.

The opinions expressed in “Herman Trend Alert” articles appearing on aftermarketNews.com do not necessarily reflect the opinions of AMN or Babcox Publications.

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