Improving ‘shopping experience’ can save traditional shopping chains in the struggle with webshops

The market share of online shopping is growing rapidly, which has recently caused big problems for traditional shopping chains. But real shops definitely still have a future according to Laurens Sloot, Professor by special appointment of Retail Marketing at the University of Groningen. ‘The rapidly growing opportunities to order online mean we shop differently, and retailers have to adapt to that. They can do that, for example, by offering better service, personal advice, tailored clothing or freshly prepared meals at a sushi bar in a supermarket. The experience is becoming increasingly important. Physical shops really have to add something to what they offer.’

More information

• Contact: Laurens Sloot
• Nieuwsuur: ‘Online market share of supermarkets may grow 20 to 30 percent per year’
• Prof. Sloot’s inaugural speech: Online stores booming, what should traditional retailers do?
• Laurens Sloot professor by special appointment in Retail Marketing