6 Conclusion and recommendations
6.3 Managerial implications
The findings within this research suggest several courses of action for managers in retail real estate. Consumers most often buy their products offline or online through a website. Social media and applications are less often used for buying products. Consumers do get stimulated and search for information through social media and applications. In the future, the use of online channels will increase because the number of internet users also increases. Online channels can strengthen offline sales, because through online channels retailers can be visible for consumers during every step within the customer journey. Taken together, these findings suggest a role for retailers in promoting the use of online channels in brick-and-mortars shops. A few years from now, successful retailers can be found online and offline. The results of this study show that channel usage within the stimulation and search phase of the customer journey influences channel usage within the buying phase. This finding has important implications for developing strategies for retailers.
An implication of the findings within this research, is that both retailers and managers in retail should take into account their target groups when developing omni channel strategies. Online channels are clearly used by consumers with typical characteristics. Therefore, online channels must be developed in line with an omni channel strategy, otherwise online channels can harm the brick and mortar shop.
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One of the issues that emerges from the findings in this research is the generation gap. Elderly consumers are less likely to use online channels during their customer journey. However, the population elderly consumers is voluminous. By developing an omni channel strategy managers in retail should take into account elderly consumers because they determine a significant portion of sales. For instance, it could be interesting to organize courses for elderly consumers in order to learn how to use applications while shopping. Especially, managers in shopping centers must take their responsibility in order to serve elderly consumers on the best possible way and learn them how to use online channels. Because, especially for elderly consumers it can be very convenient to select products through an application while shopping in the supermarket and let the products be delivered at home.
For managers in shopping centres it is important to offer consumers convenience and experience. These two elements must be considered by developing online strategies for shopping centers. Thereby, it is important to strengthen the role of a shopping centre by using online channels. Consumers must be attracted by online channels to visit the shopping centers. For instance, give consumers the opportunity to collect online purchases from a pick-up point at the shopping centre. Or attract consumers through targeted advertising through online channels. Through targeted online advertisement, for instance Facebook, it is easy to be on top of mind of consumers. However, to be successful it is important to manage online channels and targeted advertisement on online channels well.
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