Episode 17 – Frictionless Commerce, Retail Specialism – Fiona Ellis-Chadwick – Loughborough University

291

Our guest this week is – Dr. Fiona Ellis-Chadwick, Senior Lecturer in Retail Management and Director of Impact at the Institute for Research & Consultancy Application at Loughborough University.

Fiona had a successful commercial career in retail before becoming an academic in the field of digital marketing and online retail management and has co-authored some of the leading marketing management textbooks as well as having research published in numerous journals (all links are in the show notes as usual).

With a passion for bringing management and business education to life through such topics as retail marketing, digital technology and economic growth as well as leading multi-media teaching projects, Fiona has also worked as an academic consultant on The Virtual Revolution, Foods that make Billions, Evan’s business challenges and Radio 4’s The Bottom Line.

Takeaways
– Within the digital retail realm it is the big retailers that get it and now provide multi-channel offerings, reducing that friction that is often the blocker to success. Unfortunately it is the smaller businesses that this is affecting, the ‘local’ shops that are around 15 years behind where they should be. On some levels this can be put down to time and lack of knowledge around digital platforms and user experiences but it can also be a fear of failure and the unwillingness to embrace new channels and concepts that are holding them back

– Following on from this thought, innovation and web adoption are heavily linked to success not just within digital retail but also quite simply in survival. Innovative senior management support, understanding the size of the potential opportunities available (through global reach) and customer development and retention all predicate this success.

– Frictionless commerce, digital integration, retail specialism, 365/24/7 opening hours and service excellence within physical retail spaces will be the markers that will create a customer experience, assisting in retention and continual loyalty, which we all know is what all businesses strive for.

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links
Fiona Ellis Chadwick:
http://www.lboro.ac.uk/departments/sbe/staff/fiona-ellis-chadwick/

Books:
Principles and Practice of Marketing (UK Higher Education Business Marketing):
https://amzn.to/2IcPwbC

Principles and Practice of Marketing: https://amzn.to/2I9Mxoh

Digital Marketing: https://amzn.to/2jQlC2b

Digital Marketing: Strategy, Implementation and Practice: https://amzn.to/2IdAV3P

SOSTAC® Guide To Your Perfect Digital Marketing Plan: https://prsmith.org/books/

Google:
The Way Back Machine:
http://archive.org/web/

App:
Uber:
https://www.uber.com/en-GB/

Theory:
Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant:
https://amzn.to/2IcZ3PM