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Metailer: noun: Early 21c. (implied in metailing), a customer-centric merchant who blends maths and magic. A metailer combines the traditional skills of a brand owner with that of a retailer.
The re in retail reects the traditional model in which retailers rst purchased from wholesalers or manufacturers and then resold products directly to consumers within a specic catchment area. Today, with so many brand owners selling direct and so many retailers with own-brand products, re is losing its relevancy.
The distinction between retailers and brand owners is blurring. Retailers are becoming brand owners (think John Lewis televisions and Biba at House of Fraser); and brand owners are becoming retailers (think Apple and Burberry). Although the speed of change remains uncertain, we are clearly at an inection point in the evolution of retail. From both a business and consumer perspective, retail will look very different in the future.
At the heart of the change is the movement of retailing decisions from the store to the individual: location, location, location is giving way to customer, customer, customer. The Internet has transformed the way consumers shop and disrupted the symbiotic distribution relationship between retailers and brand owners. For both to succeed in this new world, they need to learn from each other and, in many ways, become more like each other. In the process, they must rethink some fundamental aspects of their business. Emerging from the maelstrom of converging retailers and brand owners will be a completely new type of player the metailer. This paper explains the real scale of change driven by the Internet, and offers some principles to make the leap into metailing: How the Internet is changing the retail landscape How the Internet is changing operating models The emergence of the metailer, and guiding principles for success.
Retailer: noun: mid-14c. (implied in retailing), from Old French. retaillier to cut off, pare, clip, divide, from re- back + taillier to cut, trim (see tailor). Sense of recount, tell over again is rst recorded 1590s. The noun meaning sale in small quantities is from early 15c.
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Metailer: a denition: Early 21c. (implied in metailing), a customercentric merchant who blends maths and magic. A metailer combines the traditional skills of a brand owner with that of a retailer.
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Metailers align their organisations to customercentric input metrics. They know that their people need to be made responsible for the things they can control.
Tolstoy wrote All happy families resemble one another, each unhappy family is unhappy in its own way. The same is true for retail today: all successful eCommerce businesses are similar, but all unhappy eCommerce businesses are unhappy in their own way. Look at the eCommerce success stories over the last 10 years such as Amazon, ASOS and Net-a-Porter. They all have great propositions, outstanding customer service, deep customer centricity and are all led by founder entrepreneurs. The challenge for multi-channel retailers is to emulate this success. Painfully few have achieved it so far. Successful metailers will be the ones who can make the transition.
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