Net Sales, Gross Profits

By Stephen L. Burger, CPM®, CRX, CSM

Well, there’s good news for retailers in the latest numbers emanating from Black Friday consumer activity. As we reported on our news page, online sales hit $5.27 billion this Black Friday, a nearly 18% jump year-over-year.

But--and this is surprising to me--it seems that retailers are still converting to the notion that omni-channel sales are not the wave of the future but a present reality, and they still struggle with the concept of making their retail spaces “an experience.”

As we’ve written time and again in this space, those who do not lead are relegated to being left behind, especially in the face of advancing technology, and Moore’s Law, the infamous rule of thumb that predicts the bi-annual doubling of technology. In fact, as reporter Erika Morphy states in the story we carried, this milestone year helped underscore that point: “Black Friday became the first day in retail history to drive over one billion dollars in mobile revenue at $1.2 billion.”

Statistics show that online retail is still but a fraction of overall shopping activity--a fact that various retail associations embrace with glee. This I believe will not always be true, and the creeping ease and acceptance of shopping online will only have a greater and greater impact on the physical experience of shopping.

Some big-box retailers, national chains and real estate operators are beginning to adjust to the so-called omni-channel approach and bending their models--wisely--to how people shop.

Soon we’ll no longer speak of Black Friday or Cyber Monday--terms imposed by pundits that clearly no longer reflect how people shop. We will however increasingly speak of name-brand retailers who have fallen by the boards because they realized too late that shopping isn’t an event relegated to days, but is rather a fluid process.

Those that survive will have mastered the science of servicing--and not hindering--the fluid nature of retail today.

Steve Burger, President


As president and COO of Eugene Burger Management Co., Steve Burger is directly responsible for the overall quality, depth and consistency of management services provided in all 15 regions in the EBMC coverage map.

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