MK4003 Foundations of Marketing - Future of Shopping Article Review

This report provides a comprehensive review of Darrell K. Rigby's "The Future of Shopping," focusing on the shift towards Omni-channel retailing and the increasing significance of digital marketing. The review summarizes the article's main idea, which emphasizes the integration of digital and physical retail channels to enhance customer experiences. It identifies key marketing concepts such as the importance of understanding consumer behavior, personalization, and the use of data analytics to create tailored shopping pathways. The report highlights the article's findings, including the growth of online sales and the challenges traditional retailers face in adapting to the digital landscape. It also discusses the article's contribution to marketing practitioners, stressing the need for innovation, human resource development, and a customer-centric approach to stay competitive in the evolving retail environment. The report concludes by underscoring the advantages of Omni-channel retailing, such as increased product information accessibility, customer engagement, and convenience, while also recognizing the enduring value of traditional retail elements.

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MK4003 Foundations of Marketing
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3/17/2020
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MK4003 Foundations of Marketing 1
The Future of Shopping : Article review
From the article the future of shopping by Rigby,D. reflect the key idea of Omni channel
retailing and the increasing attraction for the digital market that is the online shopping. The
author reflects his believes in Omni channel retailing as part of the retaining sector in the
coming future. As per the article, the Omni channel is the king of retailing or distribution of
good and services to the customer considering mode than one channel in order to get into
contact with the customers. Through this channel the consumers will have large amount of
information pertaining to the products with due transparency in pricing system of the
companies (Rigby, 2011).
The article analysed and included as the part of discussion pertaining to the number of
consumers increasing and attracting towards the online purchases that reflect the changing
retail landscape rapidly. The statistical reflected through the article included increase of
online sales from 3% of the revenue for the retailers to 15 to 20 percent currently. The growth
has reflected that the digital platforms and use of the digital marketing would continue to
grow fast. The key reasons as per the author for increase in growth of digital retail market is
easy to search, transparent prices which can be easily compared, vast selection, delivery and
easy return convenience. Considering the key advantages of digital platform, the author
considers the major challenges for the traditional retailers due to lack of resources and
computer literacy. This included the hype of ecommerce platform that is dot com bubble
which has been responsible for the traditional retailers to have downfall. Moreover the threats
of the digital retailing considering store economic incentive and measurement systems.
Another factor for challenges for traditional retailers is the focus was not one return on
investments but on the profit margins (Rigby, 2011).

MK4003 Foundations of Marketing 2
The key marketing concepts discussed through the article included the need for the retailers
to consider the Omni channel where the integrated system of digital as well and brick and
mortar distribution system or marketing system will be consider in order to exist in the
retailing sector. To implement the system the retailers need to look out for the human
resources with innovative skills and recruit them to bring innovation and change in the
organisation. Before making major moves by retailers, identifying the target consumer first
and then creating the interactive appeal to the potential customers (Rigby, 2011).
Thus the key findings of the article include the increasing trend of digital retailing like
amazon.com. however the article include the understanding of need of both the brick and
mortar concept and use of digital mode, which reflect the author believe in Omni channel
approach which will be integration of both the systems. Moreover the contribution of the
article towards the marketing practises does include the need to bring change in the system
and work towards the changed distribution system. The key reason is to reflect the raetlity of
the changing trend in market and to make the retailers aware about the future trend and help
the traditional marketers or retailers to lag behind in near future; instead they need to learn
new concepts and methods. As per the article, the retailers in today’s market are bale to apply
various precion techniques and tools in the market to provide attractive shopping pathways.
For instance, the job creating awareness has been changed from promotions, and mass
marketing. Moreover with the changing digital use, the marketers are offering customers
various offers through mobile devices like sending coupon codes. Moreover optimization of
the search terms can be done with the use of technology. Moreover, it has bene identified that
the Omni Channel retailers could devise various methods to get to the target segment, where
some of the segments can be served in past are similar today as well. On the other hand some
segments have acquired the use of innovation and imagination. However the retailers need to
devote various resources and innovation has to be considered for customer pathways

MK4003 Foundations of Marketing 3
interaction. The trick identified from the article for the retailers are to identify the target
segment and offer unique path for each segment while creating the tailored solution and key
points instead on one approaching fitting to the entire target segment like in case of
traditional or past approach (Rigby, 2011).
The key pros of digital platform to be adopted by the retailers and for the consumers are
provision of product information that can also act as the interaction with the consumer which
was not possible in traditional method. Customer can provide review and suggestions, which
help the retailers to improve their business approach and change the strategies as per the
review in order to keep the satisfaction of the consumers at pace. Social engagement and two
way dialogue is possible with the digital approach which will help the retailers to understand
the needs and expectations of the customers and improve customer relationship management.
Convenience of anytime, anything, and anywhere accessibility which reflect that eh customer
can approach to the retailers anytime wherever they feel like shopping, and the sale is not
limit to the 8-9 hours physical store. Moreover, traditional retailing have their own
advantages and through the suggested Omni Channel, the retailers will be able to gain the
advantage of both the retailing patterns (Rigby, 2011).
It can be concluded that the article provide good insight pertaining to the changing retailing
trend and the need for the retailers to innovate and change as per the changing stimuli
towards the digital platform, through one of the unique approach or Omni channel.

MK4003 Foundations of Marketing 4
Reference
Rigby, D., 2011. The Future of Shopping. Harvard Business Review, 89(12), pp.64-75.