The Human Touch in a Digital Retail World
Walk through any store today and you will see how digital tools are changing the way we shop. From electronic shelf labels to QR code product information, technology is everywhere. But when it comes to the final mile, the moment when a shopper decides to put a product in their basket, it is often the human touch that makes the difference.
Why People Still Matter in Retail
While online sales keep growing, physical retail remains dominant in New Zealand. Stats NZ reported that in 2024, over 90% of New Zealanders still shop in-store at least once a week. That means shelf presence, product availability, and eye-catching displays continue to be crucial for brands.
Even the smartest technology cannot see when a tester has run dry, when stock is sitting in a carton out the back, shelf price ticket is missing/incorrect or when a shelf strip has slipped out of place. That requires a person who knows the brand, the store, and the shopper.
The Cost of Getting It Wrong
It is estimated that out-of-stocks cost retailers 4 to 8 percent of sales globally each year. In New Zealand, that means missed revenue and disappointed shoppers. Even a simple error, such as the wrong price ticket or a missing product facing, can send a customer straight to a competitor. Our merchandisers act as that extra set of eyes, making sure products are exactly where they should be, when they should be there.
Local Knowledge Means Local Results
New Zealand retail is unique. Shoppers here often cross-shop between premium and value stores, and our regions mean different product mixes resonate in different places. A global system cannot identify those nuances, but a trained local merchandiser can. It is the human factor that adapts a brand’s strategy to fit each store’s reality.
Blending Technology with People
We embrace technology. Our teams use reporting portals, photo uploads, and live dashboards every day. The real impact comes when technology and people work together. Data shows what is happening, while merchandisers explain why it is happening and fix it before it becomes a bigger issue.
✅ Key Takeaway: In a world that is rapidly digitising, people still sell products. The blend of digital tools with on-the-ground human expertise is what keeps brands winning at the shelf.
