Home retailing: the death of home shopping?

Describes how the Internet is fundamentally changing shopping habits, and discusses the implications for retailers and marketing companies, who need to develop a new skill of `home retailing'.

Home Retailing: the Death of Home Shopping?

Stephen FoxFox Kalomaski

Depending on which papers you read, and when you read them, this year's holiday trading period was either retailing's salvation or damnation. However, a recent Ernst & Young report suggested that high-street discounts were at record levels with 30% below the pre-Christmas norm, and mark-downs of up to 80% in the January sales that followed. While retail sales volumes may have held up, or even grown year-on-year, it seems highly unlikely that the same can be said for profitability.

Underneath the contradictory trading figures from the vital pre-Christmas period...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands