More importantly, when prioritizing digital capability building investments, they must look first to what furthers their customer experience strategy rather than blindly following competitors.
2. The Channel-Centric Approach
Urgent demand for a fresh, converged strategy is clearly recognized among grocers as well as other retailers. However, even as stores are aiming to improve overall growth, competitive differentiation and customer experience through digital strategies, they are being held back by a deeply channel-centric organization culture:
Digital cannibalizing store sales is retailers number 1 concern. Whether digital initiatives help them create and capture new value, or simply shift dollars from one pocket to another, is retailers’ primary concern. This is further exacerbated by an organization structure that impedes digital integration across channels. With separate P&Ls, store and eCommerce teams often find themselves at odds with each other especially as relates to the impact of digital initiatives on the supply chain and store labor and productivity.