Investing in the right online platform

Salmat Digital eCommerce Principal Consultant Ross Bark told RetailBiz retailers should be asking themselves two key questions when it comes to reassessing their online business, particularly at a time where brand loyalty does not exist. 

“Two key points retailers should ask themselves are: ‘do you have an understanding of who are your customers?’ and ‘what journey do you want to take the customer on?’ If retailers can answer those questions and have the technology to help them they certainly will be able to lead in the space and we’re seeing a few examples of that already,” he said.

“I think the reality comes down to making sure they invest in the right platform that can support the business in its growth journey, which is what I think that has been really lacking here. That makes it difficult for retailers to keep up because then they’re always going to be playing catch up.”

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