Achieving expected business results requires, on the one hand, taking advantage of opportunities and market trends, and on the other, ensuring that operations are designed so as to minimize risks and losses. Finding this balance is a constant challenge.
Retail companies that embark on the development of digital channels should have a model that allows them to take advantage of the trend in the market, while also allowing them to manage and control the new dynamics of these channels.
CUSTOMER EVOLUTION AND THEIR INTERACTION WITH DIFFERENT SALES CHANNELS
Consumers are interacting with different channels more and more. The big challenge we face is managing the experience and value they offer. The evolution and growing use of electronic media and different devices is creating new forms of interaction, not only on an interpersonal level but also a business one. The development and use of digital media is increasingly generating new consumption dynamics.
The use of digital media is now not only a means of increasing orders; today it is more common to observe consumer interaction across different channels during the process of their deciding on and making a purchase. As such, the role of each of them becomes multidimensional. Consumers can obtain information via the digital channel and make their purchase through the physical one, or vice versa (omni-channel). Additionally, parameters such as purchase frequency, the size of this, and even the purchase of new categories in specific groups are starting to show changes, mainly derived from the way in which the desired product is accessed. Some examples of this can be seen in services offered for purchasing the basic shopping basket (24/7 services or those aligned with lifestyles).
These changes not only impact on business architecture with regard to the customer, but also on the operational challenges in carrying them out. One of them is the loss-prevention model needed for managing the new offer to the consumer.
THE REDUCTION PHENOMENON IN MEXICO
Reduction is one of the main factors in profitability erosion for the retail industry, in both the physical and digital channel. According to the 18th Reduction Census from the National Association of Supermarkets and Department Stores (ANTAD), developed by Accenture, the estimate of the reduction in the industry reaches 22.447 million pesos, which is equivalent to 2.0% of sales recorded.
THE NEED FOR A LOSS-PREVENTION FOCUS