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JEREMY’S JOURNAL Business blogging by publisher Jeremy Corner of Blue Eyed Sun.
The Digital High Street Jeremy Corner, owner of greeting card publisher Blue Eyed Sun, looks at the digital high street. There’s no escaping it, we are living in an age of rapid technological growth and it’s having a dramatic effect on our high streets and retail businesses. The internet and online shopping are obvious examples. Payment technology like direct debits, standing orders and online banking have also reduced footfall to high street banks and post offices, which in turn has made it tougher for other retailers at these locations.
Consumers are changing Most of us are using our phones and mobile devices daily. We are sharing our experiences and thoughts and feelings about the world on a regular basis online. The way we consume products is also changing. Anything that can be commoditised is, and the lowest price has become the dominant choice factor for these items. Only strong brand stories are able to survive the squeeze on pricing that the internet has brought with it. It’s never been more important to be clear on who you are, who your customers are and how you communicate your story to them. Consumers are savvier than ever. They often know exactly what they want when walking into stores after having spent hours online researching. They want authentic brands and experiences that they can share online. They want to buy from companies that share their values. This changing retail landscape brings with it a number of opportunities that retailers can take advantage of and obstacles that businesses must overcome.
Opportunities Here are four opportunities that digital technology offers card and gift retailers: 50
PROGRESSIVE GREETINGS WORLDWIDE
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Clout The internet allows you to punch above your weight. Your card retail business is no longer restricted by the physical size of your bricks and mortar store. You can project yourself as much bigger than you really are. The web also gives you reach by allowing your brand story to be shared beyond your physical locality. l Amplification Social media allows you to amplify your message by harnessing the power of your raving fans, allowing them to shout about you from the rooftops. You can create reassurance through customer reviews and discover what people love and hate about your business. Using tools like Google my
Above: The high street of the future? A scene from the classic film Blade Runner. Below: Shout about your store from the roof tops and online!
Business makes it a lot easier for people to find and talk about your business. It’s also easier to find journalists and PR opportunities to boost your profile. l Global The internet is global, which means that you can now sell worldwide at any time of the day or night. Your story can travel to all four corners of the planet. You also have access to digital marketplaces like Amazon, with over 20 million customers a month visiting its website. Never before has it been easier to get started selling online, even without a website. l Fast and fun This technological change has brought with it opportunities for personal growth and development on an unprecedented scale. We can train ourselves in almost any subject online. Social media is allowing us to create powerful networks and discover new friendships that can help us to grow. Social selling has become a thing. In some respects, it’s never been easier to retail goods or services. For