Steven Cook, partner at Edenspiekermann („digital products, brands and service experiences with attitude“), talks about the importance for brands and retailers to integrate the digital space to tell their story
The history of retail is a story of change. We might forget this today, as „digital“ seems so disruptive. However, back in the day, wasn’t the arrival of the department store just as disruptive to all the specialty stores with their snobbish staff that would turn up their noses if you didn’t buy what they showed you? Didn’t the supermarket shake up the landscape of grocery shopping? What about the effects of home order television or outlets on city centres? At pretty much every point in time, retailers had to adapt – or they would disappear from their customers’ shopping lists.
Yes, the digital transformation can be daunting. Advancements in technology happen fast and what was hot yesterday might not be tomorrow. Plus, revenue streams might not be what physical retailers are used to, at least when you make your first steps in the digital world.
Nevertheless, some of those advancements – broader bandwidths and ever smarter stationary and mobile devices – open possibilities never known to tell a story and, eventually, make a sale.
Steven Cook is a partner at Edenspiekermann, self-proclaimed agency for „digital products, brands and service experiences with attitude“. He tells us how important it is for brands to integrate the digital space to tell their story, what the challenges are and how to face them.
(The header image shows Steven Cook with his wife Maxi. It has nothing to do with this story, other than luring you in with attractiveness.)