New York, NY (PRWEB) March 17, 2014
As consumer behavior and expectations continue to blur the line between e-commerce and brick-and-mortar retailers, the distinction between the two models is no longer simple. New research suggests that tomorrow’s successful brands will be defined by how proactively and nimbly they capitalize on change – not by the degree to which they depend on physical or online experiences.
Unsurprisingly, e-commerce brands are outperforming traditional retail brands. The annual Brand Desire study conducted by Clear, a global marketing strategy consultancy, shows e-commerce brands have increased their desirability by 23% since 2011, overtaking traditional brick-and-mortar retail brands, which have remained fairly steady over the same period with a 2% rise in desirability.
However, the future will be characterized less as a battle between clicks and bricks, and more by the evolution from fulfilling transactional needs to service and experiential qualities. The Brand Desire data revealed that retail brands providing experiential value by providing the opportunity to sample products and socialize outperform purely transactional brands on critical metrics, including:
Today, Clear released results and analysis from its Cost of Change study. The study, conducted among retail leaders, produced some surprising findings: 51% believe they are managing change proactively, while 49% consider their organizations reactive to change. The two types of organizations differ on seemingly basic metrics that are ultimately quite crucial distinctions in behavior:
Clear USA, LLC has developed the white paper, ‘Deliverance: Strategies for retail success in the early 21st century’ based on two proprietary studies – ‘Brand Desire,’ which measures consumer perceptions of brands (http://www.brand-desire.com/), and ‘Cost of Change,’ which analyzes how the marketing organizations manage change – as well as extensive experience working with retailers across North America, Europe and Asia. The white paper can be downloaded at http://weareclear.co/.
Clear is a marketing strategy consultancy with offices in New York, London, Singapore and Sydney. Clear specializes in insight-led strategy and innovation and has delivered projects for retail clients such as Walgreens, Asda-Walmart, John Lewis and Boots.
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