We always welcome knowledge sharing and inspiration from industry leaders here in RLC. That’s why we went out and interviewed Brendan Gillen, Global Ecommerce Manager of 2XU, to share what really works in retail and how retailers can thrive in the changing landscape. Brendan is one of the speakers for the upcoming New Retail ’19 which will give delegates all they need to know about putting their businesses to the next level.
The retail industry needs to embrace technology and digital disruption as quickly as possible.
RLC: What do you see for the retail industry moving forward over the next 2-5 years?
Brendan: The industry will continue towards a digital first, always on mentality. Retailers will become more available and be less restricted by physical presence, people, hours of trade, and location. They will be available to their customers anywhere, any time.
RLC: What do you hope to see more in the retail industry and how do you want the industry to move forward?
Brendan: The retail industry needs to embrace technology and digital disruption as quickly as possible. They need to not be restricted by internal structures, channels and processes and truly put the way the customer wants to engage first, by thinking about the company and brand as a whole and not each business channel individually.
This can be digital to store experience, or digital to door experience – either way it needs to be seamless, innovative and intuitive.
RLC: What do you think retailers could do to improve their business to continue to stay ahead of the market?
Brendan: Similar to my point above, the real winners in retail will be those that provide a consistent, seamless experience to customers between digital and physical and not treat brick & clicks separately. Customers don’t think ‘online and offline’, they just think about the brand and the business and expect to engage with them the way they want. Retailers shouldn’t be restricted any more by physical boundaries and embrace technology to reach a much wider audience.
RLC: What kind of knowledge and inspiration can attendees at the upcoming New Retail ’19 event expect from you?
Brendan: The customer experience is at the core of everything I do. I focus on how we interact customers at every point of their buying cycle with a strong focus on their digital to the physical experience they have with a brand. This can be digital to store experience, or digital to door experience – either way it needs to be seamless, innovative and intuitive. I want to ensure customers have a joyous, positive experience with the brand no matter how they decide to engage!
Brendan works with Australia’s leading and iconic brands as he spearheads innovation and best practices in digital marketing and ecommerce. He has launched various online and offline businesses in his career which made him a sought-after leader in the industry.