Businesses, especially those in multi-channel retail that operate with a fixed mindset seem to spend an inordinate amount of time, energy, and resources ensuring that any change is incremental.  

We all know that physical retail as was - is no more because the world around it has already changed.

We see it it daily in our news feeds and social interactions, especially following the recent festive trading period.

The last few years Physical Retail has been going through an enforced review around how (or even if) they have a future in today's always on, digitally connected, socially savvy and 'I want it now' impatient consumer.

Without a doubt retail has been in turmoil for sometime, everywhere we look from the traditional High Street, to those household name Department Stores that at one time seemed invincible. 

They tell us the reason it's all falling apart is because of high rent/rates, yet retail property is seen by investors as nothing other than a low cost commodity. 

If it's not the rent/rates argument it's the old chestnut of blaming 'online'.

I've been around the retail industry for sometime operating across all areas and channels of the retail enterprise, so I do understand that there's no silver bullet to all these problems. 

For retailers still operating a 'more of the same' mindset It's all a bit like getting out that Chinese menu, studying it for 5 minutes and ordering the same thing you ordered last time! 

But can the same be said for eCommerce, are we also witnessing the end of eCommerce as we know it?

Access to the consumer has never been easier, it's cost is at the lowest in marketing history mainly thanks to the phenomenal explosion of social networks around the globe. 

So if a brand/company wanted to reinvent itself it must first take a serious note of those changing behaviours and recognise that inertia is firmly in the hands of today's consumer.

Sticking with the Chinese theme it seems that China is leading the way for digital and retail innovation, as such if you and your leadership team don't have a focus, watching brief and looking to test and trial what these huge companies are doing in the biggest market in the world then you might as well pack up now.

Social platforms like 'TikTok' might seem yet another millennial or Gen Z fad to you, but if I told you that in 2021 the app was downloaded more than any of the Facebook stable of apps including Instagram would that make you think about it as a serious platform?. 

Daily there are more brands/companies (your current suppliers) electing to go where they never went before which is to build a direct relationship with 'your' customer' and look to cut you out.

And the rocket fuel that's helping them get there is the prolific use of social media to help educate, inform, listen, learn, and most likely transact.

Social commerce doesn't require a consumer to be 'driven' to your website, it doesn't require a consumer to spend an age going through your funnel today, that was yesterday!!

The reality is you could be buying your next car from social platforms like 'TikTok', Instagram, Weibo, WeChat, Alibaba or others that are constantly evolving the commerce landscape.

So, if you still see social networks as another place to transfer your advertise and promote thinking then keep a close eye of what today was your supplier, as they may well be tomorrows competitor.

All of this is here NOW, your leadership team and you should at least be aware of it at worst, and be testing some of it today at best.

I can't say it enough - what was is no more!!!!