{"id":3551,"date":"2021-09-30T22:08:08","date_gmt":"2021-10-01T03:08:08","guid":{"rendered":"https:\/\/davidgruehn.com\/?p=3551"},"modified":"2022-03-22T23:00:24","modified_gmt":"2022-03-23T04:00:24","slug":"the-customer-channel-five-pillars-of-adaptive-retailing","status":"publish","type":"post","link":"https:\/\/davidgruehn.com\/index.php\/2021\/09\/30\/the-customer-channel-five-pillars-of-adaptive-retailing\/","title":{"rendered":"The Customer Channel: Five Pillars of Adaptive Retailing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3551\" class=\"elementor elementor-3551\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3fed451 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3fed451\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b6278b\" data-id=\"4b6278b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d50641 elementor-widget elementor-widget-text-editor\" data-id=\"7d50641\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>The Customer Adaptive Imperative<\/h2><div>In my last several blogs, I spoke at length about the retail industry&#8217;s current transformation from omnichannel to customer adaptive retailing (see <span style=\"text-decoration: underline;\"><a href=\"https:\/\/davidgruehn.com\/index.php\/2021\/09\/03\/customer-adaptive-retailing-the-transformation-beyond-omnichannel\/\" target=\"_blank\" rel=\"noopener\">The Transformation Beyond Omnichannel Retail<\/a><\/span>).\u00a0 To recap, every retailer typically has one or more channels in which they sell products to customers. Examples include a physical store, a catalog, a website, mobile phones, and social media communities (multichannel). However, consumers began demanding seamless, frictionless experiences between these channels forcing retailers to transition their business model accordingly (omnichannel).<\/div><div>\u00a0<\/div><ul><li><strong>Multichannel<\/strong>: the focus is the product, and the experience is transactional and typically different between channels<\/li><li><strong>Omnichannel<\/strong>: the focus becomes the customer, and the experience is now seamless across channels. A single shopping experience can shift between channels without friction, and no one channel has exclusive benefits.<\/li><li><strong>Customer Adaptive<\/strong>: the focus becomes highly relevant to individual customers, intelligently predicting their needs while adapting to them &#8220;in-the-moment&#8221; to create compelling, personalized experiences that transcend satisfaction by adding value to their life in a way that, if done consistently, projects the retailer as a valuable extension of their life.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c3b7107 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c3b7107\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-73a2596\" data-id=\"73a2596\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-232f4f2 elementor-widget elementor-widget-image\" data-id=\"232f4f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"367\" src=\"https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-1024x587.jpg\" class=\"attachment-large size-large wp-image-3555\" alt=\"customer experience maturity\" srcset=\"https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-1024x587.jpg 1024w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-300x172.jpg 300w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-768x440.jpg 768w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-1170x671.jpg 1170w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity-585x336.jpg 585w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/Customer-Adaptive-Maturity.jpg 1231w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-db6e57d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"db6e57d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8afbd9e\" data-id=\"8afbd9e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4bb53a3 elementor-widget elementor-widget-text-editor\" data-id=\"4bb53a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>\u00a0<\/h2><h2>The Customer Adaptive Challenge<\/h2><div>The customer adaptive transition will be difficult for most retailers as it involves more than just adopting and assimilating new technology via digital transformation.\u00a0 Success in this business model requires a customer-centric culture.\u00a0 Every business process must shift to a single, adaptive focus on the customer.\u00a0 It&#8217;s a daunting challenge, no doubt, but it&#8217;s no longer optional. Today&#8217;s digitally mature customers expect retailers to cater to their personal needs and values as a business prerequisite. And they will gravitate to those retailers that cater to their needs.\u00a0<\/div><div>\u00a0<\/div><h2>The Five Pillars of Adaptive Retailing<\/h2><div>In my latest SAP Podcast entitled <a href=\"https:\/\/podcast.opensap.info\/future-of-consumer-and-retail\/2021\/09\/17\/the-customer-channel-five-pillars-of-adaptive-retailing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">The Customer Channel: Five Pillars of Adaptive Retailing<\/span><\/a>, I&#8217;m joined by my colleague, good friend, and retail industry expert\u00a0<span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.linkedin.com\/in\/randy-evins-9bb1b35\" target=\"_blank\" rel=\"noopener\">Randy Evins<\/a><\/span>. Between us, we have over sixty years of direct retail experience. We discuss the challenges and opportunities that retailers face with this transition and describe the five core business pillars required to achieve customer adaptive retailing:<\/div><div>\u00a0<\/div><ul><li><div>Single View of the Business<\/div><\/li><li><div>Customer Trust<\/div><\/li><li><div>Personalization<\/div><\/li><li><div>Unified Commerce<\/div><\/li><li><div>Connected Digital Supply Chain<\/div><\/li><\/ul><div>This episode is the first of an eight-part series. We&#8217;ll explore each pillar, discuss the importance of a customer-centric culture, and end with how to get started on this compelling but rewarding journey toward becoming a customer adaptive retailer. We&#8217;re hosting a live webinar on this topic on <strong>Wed, Oct 13, 2021 11:00 AM EDT<\/strong> \/ <strong>10:00 AM CDT<\/strong> and you can register to attend at this <span style=\"text-decoration: underline;\"><a href=\"https:\/\/event.webcasts.com\/starthere.jsp?ei=1499153&amp;tp_key=4acbcac8f2&amp;sti=sap\" target=\"_blank\" rel=\"noopener\">LINK<\/a><\/span>.\u00a0<\/div><div>\u00a0<\/div><h5>Link to the Podcast: <a href=\"https:\/\/podcast.opensap.info\/future-of-consumer-and-retail\/2021\/09\/17\/the-customer-channel-five-pillars-of-adaptive-retailing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">The Customer Channel: Five Pillars of Adaptive Retailing<\/span><\/a><\/h5><h5>For more information see SAP&#8217;s website <a href=\"https:\/\/risnews.com\/sap-the-customer-channel\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">The Customer Channel<\/span><\/a><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e463c6d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e463c6d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3788e78\" data-id=\"3788e78\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-290b53f elementor-widget elementor-widget-image\" data-id=\"290b53f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/risnews.com\/sap-the-customer-channel\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"360\" src=\"https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-1024x576.jpg\" class=\"attachment-large size-large wp-image-3556\" alt=\"\" srcset=\"https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-1024x576.jpg 1024w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-300x169.jpg 300w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-768x432.jpg 768w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-1170x658.jpg 1170w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel-585x329.jpg 585w, https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/The-Customer-Channel.jpg 1289w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ad2b350 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ad2b350\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-de99b73\" data-id=\"de99b73\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-07ca749 elementor-widget elementor-widget-text-editor\" data-id=\"07ca749\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>\u00a0<\/h2><h2>Podcast Transcript<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bd2484b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bd2484b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7825b56\" data-id=\"7825b56\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2fe549d elementor-widget elementor-widget-pdf_viewer\" data-id=\"2fe549d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"pdf_viewer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe src=\"https:\/\/docs.google.com\/viewer?url=https:\/\/davidgruehn.com\/wp-content\/uploads\/2021\/09\/SAP-Podcast_The-Customer-Channel-Five-Pillars-of-Adaptive-Retailing.pdf&amp;embedded=true\" style=\"display: block; margin-left: auto; margin-right: auto; width: 100%; height: 1020px;\" frameborder=\"1\" marginheight=\"0px\" marginwidth=\"0px\" allowfullscreen><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The customer adaptive transition will be difficult for most retailers as it involves more than just adopting and assimilating new technology via digital transformation.  Success in this business model requires a customer-centric culture, and it&#8217;s a daunting challenge.<\/p>\n","protected":false},"author":1,"featured_media":3593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[319],"tags":[335,323,508,257,510,173,205,506,504,247,503,509,505,507],"class_list":["post-3551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-cultural-transformation","tag-customer-adaptive-retailing","tag-digital-supply-chain","tag-digital-transformation","tag-frictionless","tag-multichannel","tag-omnichannel-retail","tag-personalization","tag-randy-evins","tag-sap","tag-sap-podcast","tag-seamless","tag-single-view-of-the-business","tag-unified-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Customer Channel: Five Pillars of Adaptive Retailing - DwG Retail<\/title>\n<meta name=\"description\" content=\"The customer adaptive transition will be difficult for most retailers as it involves more than just adopting and assimilating new technology via digital transformation. 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