03/07/2022
PHYSICAL STORES ARE NOT DYING, THEY ARE BECOMING SMARTER… THE STRETCH FROM TECH TO A BUSINESS MODEL WILL BE DEFINING
During the 2010’s online retail initiated and demonstrated a low-capex way to reach customers all around the world; A truly game-changing phenomenon in which competitive barriers (at least in the short run) were broken down, satisfying immediate gratification consumerism. The 1980’s opening-up of China under Deng Xiaoping a few decades earlier, the factory of the world, provided in tandem a perfect backdrop of sustained low priced goods to feed the west. In 2010, online US retail sales stood at around 4% quadrupling to a height of 16% a decade later.
Ever since, doomsayers have forecasted the slow but consistent decline of the physical retail store. Whilst indeed relative online sales, offering convenience & ease, are expected to continue to climb as a % of total retail turnover, this does not necessarily undermine the competitive advantage that a physical store can entail. And digitally native retailers are setting the trend; Amazon, Birchbox and a host other well-known digital-first retailers have taken the leap to navigate an increasingly physical presence. In 2021, twice as many retailers opened shop in the US as closed down.
Nonetheless, brick and mortar has and will continue to fundamentally change from simply being a place to purchase, instead focussing emphasis upon consumer engagement, connection and, most importantly, experience. Quite simply, at a time when one can buy anything at a click of a button online, how you feel in-store will shine a light on leading retailers. Just as online analytics and advertising disproportionately influence consumer habits on the web, it is only natural that the same technologies in-store instigate an equivalently significant result.
The buzzwords are the same (AI, ML, analytics, DOOH, you name it) and the applications of such technologies are becoming ever so impressive. From in-store anonymised facial detection advertising screens that can target and recommend products on a myriad of criteria, to the seamless integration of POS and unique online store customer information, the opportunities to improve upon archaic & outdated systems are enticing. The integration of the above technologies with augmented reality applications in-store, or push notifications to existing customer mobile wallets (using unique transaction data about that customer) outside, and in the vicinity of a location, revolutionize the level of personalized engagement.
Nonetheless, as exciting as some of this technology may be, as an investor, uncertainty exists around the application and wide-scale implementation of any new technology, however promising it may be; Physical retailers are under fire from every angle and most, especially smaller retailers, will not financially be in a position to outlay high CAPEX to invest for the future. After all, margins can be as low as 2.5%. The feasibility and extent to which any new technology application achieves global mainstream adoption and scale will depend just as much, if not more so, on the monetization and ultimate business model. Investors should be able to zoom out and assess any friction points that may hinder promising technologies from firstly reaching major trials with retailers per se, and the subsequent successful roll-out across a retail chain. For these conditions to be met, established retailers, often in business for many centuries, have a reputation to uphold and therefore require a host of internal departments to sign off.
In a similar vein, in an analysis of over 150 retail technology companies aiming to achieve one or more of the above, the intrinsic absence of sufficient (if any) IP protection will ultimately limit the market impact that entities can hope to achieve and maintain. In a subsection of the industry where this is more often than not the case, we look for sustainable competitive advantage where IP protection forms an element of this.
Overall, just as Facebook and Alphabet predicated their success on the foundations of a Silicon Valley-favourite SAAS advertising model, we believe physical retailers looking to lead digital in-store transformation will be similarly best served by such model.
In practical terms, this could mean that low-margin retailers for example can participate in the monetization of valuable in-store digital signage, for which advertisers will pay heavy premiums in order to reach targeted point of sale customers. One may envisage how the capture of in-store traffic data (age, gender, c-sat score) will extend monetization potential further. Collectively, under such model, retailers protect and indeed may be able to improve margins through the participation of advertising revenue, customers experience an improved brand positive message and advertisers achieve hyper-targeted POS customer accessibility.
Overall, such win-win-win business models will drive and create incredible investment opportunities in the digitalization of physical retail sphere, just as it did for the bigtech we know today!