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Cross-Channel Strategies offers readers an inside look at the successful cross-channel promotions, campaigns and programs employed by industry leaders. Retailers across industry segments and regions are adopting unique and innovative approaches to reaching today’s cross-channel consumers. Subscribe to the feed and stay in touch with the latest retail happenings.
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Written by Fatima D. Lora
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Wednesday, 12 December 2012 07:00 |
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 Most consumers begin the purchasing process with online or mobile research on comparison shopping sites such as Amazon and Google. In fact, these two sites together now initiate $100 billion in total sales, according to Eric Best, CEO of Mercent, at a recent company Open House and Client Appreciation Reception.
“Offline [Amazon and Google] are directly influencing more than a half trillion dollars in domestic consumer shopping,” he noted in a presentation during the event. “That’s 20% of the U.S. economy. When we looked at the aggregate growth of these channels for our retail customers, we noted a 50% year-over-year growth.”In his session, titled: Key Trends In Omni-Channel Retail, Best highlighted the impact of Amazon and Google on the retail industry, noting that they influence 43% of all online purchases today. Prior to making a purchase, 13% of consumers research products on Google, he reported, while 30% use Amazon.
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Written by Alicia Fiorletta
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Monday, 10 December 2012 08:30 |
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Today’s savvy shoppers are demanding seamless brand experiences across channels so they can browse and buy at any time, using any device. To meet this demand, best-in-class retailers are leveraging cloud-based, “infrastructure-as-a-service” solutions that allow more frequent and efficient updates and innovations.
Pacific Sunwear, a “California lifestyle” apparel, footwear and accessories merchant, has implemented new technology and marketing strategies to enable this seamless, omnichannel retail strategy. The retailer has replaced a legacy platform with the cloud-based Multichannel Commerce Solution from Demandware to power its online and mobile commerce sites. In doing so, Pacific Sunwear has the ability to better keep pace with both consumer and technology trends. Moreover, the retailer is empowered to create more unified online and brick-and-mortar shopping experiences for target shoppers — those 16 to 24 years old, according to Mondy Beller, VP of e-Commerce for Pacific Sunwear.
“Our tech savvy customer base lives in the digital world,” Beller said in an interview with Retail TouchPoints. “It is vital that we respond to this audience by being leaders, not followers, in this ever-changing digital space.”
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Written by Debbie Hauss
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Tuesday, 04 December 2012 10:27 |
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 More than three quarters (76.2%) of retailers either have a cross-channel strategy in place or are planning to implement a program, according to results from the recent survey titled: Completing The Cross-Channel Challenge, conducted exclusively by Retail TouchPoints.
The cross-channel focus will continue to be a key element for retailers moving forward, as they work to find the best mix of brick-and-mortar, online, mobile and social. Although eCommerce continues to grow at a rapid pace, brick-and-mortar stores remain the primary channel for final purchases. A majority of survey respondents (66.6%) reported that their brick-and-mortar stores bring in the most revenue (giving it a ranking of 1 or 2 out of 9), while just over half (51.8%) noted than the retail web site is the largest revenue producer.
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Written by Alicia Fiorletta
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Thursday, 29 November 2012 10:48 |
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 There are several ways retailers can integrate tablets into brick-and-mortar engagement strategies. One tactic is to equip on-floor store associates with mobile devices to help customers browse inventory and complete transactions. Merchants also can implement fixed iPad stations for seamless self-service browsing and checkout.
Fanzz, a sporting goods retailer, successfully implemented a self-serve mobile station for shoppers. The fixed iPads stations empower shoppers to order items without help from store associates. As a result, the retailer significantly increased purchase rates across locations. Fanzz also experienced a boost in customer engagement with in-store marketing messages and promotions.
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Written by Alicia Fiorletta
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Monday, 26 November 2012 08:45 |
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Global e-Commerce is predicted to reach $963 billion by 2013, according to projections from JP Morgan. As a result, more retailers worldwide are extending brick-and-mortar offerings to the web to boost brand awareness, acquire new customers and increase purchases.
Reflecting this trend, Laura Canada, a women’s fashion brand, has launched its first online storefront, allowing consumers to browse inventory, access detailed product information and complete purchases at any time.
The Montreal-based retailer has leveraged the multichannel shopping experience in several ways, such as using a web-based location navigator to identify all 107 brick-and-mortar Laura Canada stores across Canada. Using this feature, shoppers have instant access to the phone number and address of the brick-and-mortar store closest to their locations.
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