Comment: Traditional channels are still alive

Digital is at the forefront of retailers’ minds, and rightly so. But opportunities are being missed where traditional customers are concerned.

The retail world is fixated with coming up with new and innovative ways to offer the best shopping experience. Ecommerce and m-commerce have made their stamp, and confidence continues to grow on these channels. But customers born out of the digital era are not necessarily being targeted in the right way.

Consumer habits have changed; attention has been turned to the internet and mobile devices to shop, read news and socialise. However, there is still a huge number of customers that prefers traditional methods. Since launching printed loyalty clubs for Ideal World, JML and Bid TV, Rocket has doubled in size – indicating a clear need for offline methods.

It’s essential for retailers to widen their offering as technology develops. But it’s even more important to ensure that focus stays on what the customer wants and doesn’t just mirror what other retailers are doing. Instead of steering away from custom habits, retailers should be focused on joining up each channel and making the most of every option available.

Argos strikes the right balance – as well as running a successful online operation, it hasn’t forgotten that its customers still like to shop via catalogue. It continues to produce catalogues, still using old processes that originally made it a success. Shop Direct is another retailer leading the way. It has brands to suit different demographics and it offers the option to shop via mobile, internet or catalogue. Recent figures demonstrate its success – in July it announced that its EBITDA grew 36% year on year in the 52 weeks to the end of June.

If traditional channels are ignored, consumers accustomed to shopping in these ways will feel alienated and retailers will miss out.

Undoubtedly, the digital era has transformed the retail industry and every merchant should have an online presence. But for now there is still a need for traditional ways.

• Alan Saunders, managing director of Rocket marketing group