This year has been transformational for retail, with technology advances changing the shopping behaviour of today's customers, who are now able to remain constantly connected and more empowered than ever before. This shift has also seen new business models from brands like Boohoo and Pretty Little Thing, realigning the sector, leading to a tipping point that has forced the entire UK retail industry to undergo considerable structural change. In this Q&A, RetailTechNews talks to Damien Bennett (pictured below), director of business strategy, NMPi, to see how he feels the retail landscape will look in the midst of a tech revolution. 

RetailTechNews: How does NMPi work with retailers?

Damien Bennett: International digital media specialist, NMPi, helps retailers to navigate an increasingly complex digital landscape. By utilising the latest technology, we offer advanced marketing strategies and implementation, informed by data and insights to help retailers run effective campaigns across multiple online channels.

With a blend of science, technology, and creative, we support our retailers by delivering advertising campaigns that are targeted, personalised, and adaptable. Most importantly, our tools help retailers put the customer first and go beyond the status quo. Some of our elite retail customers include Harvey Nichols, Superdrug, and Charlotte Tilbury.

How has technology changed both customer demand and the wider retail landscape?

2018 has been a transformational year for retail, with technological advancements changing the shopping behaviour of today's customers, who are now able to remain constantly connected and more empowered than ever before. Smart devices, in particular, promote an on-the-go shopping culture; increasing customer convenience and driving a more personal and tailored experience.

Damien Bennett, Director of Business Strategy, NMPi

This digital transformation has shifted e-commerce and mobile shopping into the mainstream, as a response to the increasing demands of consumers. The wider retail landscape has had to adapt and optimise its online strategies to further deliver a seamless customer experience that excites and engages. With this being such a busy time of year for retail, personalised content is essential to remaining relevant in the market.

How has the emergence of e-commerce pureplays and direct-to-consumer brands changed what your clients expect from you?

With the rise of pioneering digital-first retailers such as Pretty Little Thing, Amazon, and Boohoo realigning the sector, traditional retailers have had to undergo considerable structural changes to their online efforts in order to remain competitive and grab a slice of the e-commerce market.

More recently, we have found that our clients have been looking for more adaptable and personal advertising campaigns that are able to compete in the busy online ecosystem. These campaigns require a blend of technology, data, and creative to achieve advertising goals quickly and effectively.

With the growth of online retail, how do you think traditional retail brands will have to adapt to remain relevant?

The growth of online retail doesn’t necessarily mean that the traditional retail brands you see on the high street are heading down a slippery slope. With this new technology, retailers are re-evaluating their current strategies in order to appeal to a new generation of shoppers. AI and machine learning can all offer retailers the chance to combine online and offline, digital and physical, shopping experiences in order to provide a seamless customer journey.

I believe that retail will survive this transformational change and it will be a stronger sector as a result of this.

What will be the key retail technology trends we will see in 2019?

There has been a common misconception this year that the retail industry is in turmoil; and it’s no wonder when headlines are consistently reporting high street store closures and job losses. However, 2019 will see more of a seismic shift, and we can expect brand authenticity and personalisation to be big trends for the sector.

Brand authenticity will play a major part in how brands define their marketing and advertising strategies in order to remain honest and transparent in the eyes of their customers.

Alongside this, we can also expect personalisation to remain key to retail in 2019, so as to drive excellent customer service and a seamless experience online and in-store.