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Cross-Channel Strategies

 
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.

Retailers Drive Sales Using Content As A Competitive Advantage

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Helzberg2When it comes to content, retailers are recognizing that they need to do more than just describe the products they sell. They need to educate, inspire and differentiate with their content. Savvy shoppers are looking for trusted sources of information to help them make informed purchase decisions.

Quality content can help drive sales for all types of retailers, but it is especially crucial for high-end items such as engagement rings that have a longer buying cycle. “Content plays an important role for us in driving traffic, increasing conversion rates and ultimately driving more revenue,” said Ashley Collins, E-commerce Navigation Manager for Helzberg Diamonds.

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Julep Taps Brand Fans To Accelerate Growth, Product Development

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Social media enables brands and retailers to assess the sentiment of thousands — and at times millions — of consumers at a time. The power of the crowd, in fact, equips businesses with insights that even the most detailed surveys couldn’t capture. 

Beauty brand and eTailer Julep is one company that understands the value of social followers and brand ambassadors, maintaining robust communities on Facebook, Pinterest, Twitter and Tumblr. On these sites, consumers post pictures and videos of themselves using Julep products, which range from nail polishes, to makeup, haircare and skincare. They also use the sites to seek out advice from fellow beauty fans.

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Tommy Bahama Catches The Wave Of Omnichannel Growth

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Over the past year, island-inspired brand Tommy Bahama has developed an extensive roadmap for digital growth.

A five-year plan focusing on omnichannel capabilities, international expansion and online growth led Tommy Bahama to install a new e-Commerce platform, rather than retool its legacy environment. 

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Mulberry Brings Aspirational Content To The Web

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Mulberry, the British luxury brand, has been lauded for exceptional quality and craftsmanship since its inception in 1971. From leather handbags to footwear and apparel, the brand’s products have been spotlighted for their iconic and timeless style.

Now, Mulberry is extending the aspirational brand and content to the web with the re-launch of its e-Commerce site. The refreshed online brand experience was developed in partnership with Tacit Knowledge, a digital commerce consultancy, and crafted using the hybris e-Commerce framework. 

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Yelp Exec Shares Best Practices For Merchant Success

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Since its inception in 2004, Yelp has become a go-to destination for consumers researching nearby restaurants and shops, as well as timely promotions.

Increased smartphone adoption has been a key contributor to the ongoing growth of the social network. This largely is because many shoppers turn to Yelp for last-minute information while on the go.  

During the following Q&A session, Darnell Holloway, Senior Manager of Local Business Outreach at Yelp, shares how the network provides a valuable opportunity for businesses of all sizes to be seen across devices — from desktops/laptops to mobile devices. In addition, Holloway shares a series of best practices to help merchants connect, engage and communicate with potential and current customers.

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