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Omnichannel / 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.

Data-Driven Personalization Serves 1.2 Million Loyal Fabletics Customers

Many retailers talk a good game when it comes to personalizing interactions with each customer, but Fabletics really walks the walk. The brand is gathering extensive customer data from the 1.2 million members of its continuity-based subscription retailing program; Fabletics supplements this data collection with sophisticated in-store technologies that build comprehensive customer profiles in near real-time. But Fabletics also uses that data, in ways large and small. This continuous feedback loop gives the retailer a competitive edge in a number of key areas, including:

Jet.com Exec Shares 5 Tips To Survive And Thrive

Although only 2% of household goods are bought online and 8% of all goods are bought online, shoppers continue to find more reasons to skip their trip to the store and shop on their favorite e-Commerce site. In a presentation during the 2017 Retail Innovation Conference, Josh Wais, Emerging Technology and Strategy Lead at Jet.com, shared five key takeaways he felt retailers must follow if they want to survive and thrive in the midst of these constantly shifting consumer preferences.

Can Amazon Dominate Online Furniture Sales?

The next big move for Amazon will be toward much bigger items: couches, chairs and tables. The online giant is building “four massive warehouses” designed for rapid fulfillment of furniture orders, according to the Wall Street Journal. Overall, furniture is among the fastest-growing categories online: approximately 15% of the $70 billion U.S. market has moved online, according to IBISWorld. Amazon faces tough challenges in this market — many of which are shared by its key competitors, Wayfair and Williams-Sonoma. Logistics costs for delivering furniture are high, and customers typically expect “white glove” service and extras such as installation and removal of old pieces. Returns are a thorny issue as well: if the customer hates the way the couch she bought online actually looks in her living room, she can’t just stuff it into a closet as she would with an ill-fitting dress.

Bring E-Commerce Advantages In-Store

The most powerful advantage that e-Commerce retailers hold over brick-and-mortar retailers relates to the ability to instantaneously identify customers and their purchasing habits. By leveraging this data, companies like Amazon create personalized shopping experiences that are appealing and engaging. Applied in-store, we’d refer to this as clienteling. While the benefits of clienteling are apparent, many retailers struggle with launching such a program. Fortunately, there is a simple formula to get started.

Retailers Admit Only 15% Have Fully Implemented Personalization

Nearly two thirds (64%) of retailers consider personalization a top-three priority within their business strategies, but only 15% admit to being fully implemented, according to a study from Periscope by McKinsey conducted at the 2017 World Retail Congress. Many retailers are hurrying to close this gap: 43% of surveyed retailers said personalization efforts and initiatives are on their roadmaps for 2017-18, citing a range of reasons: 46% see personalization as a way to provide a more customer-centric approach; 36% say it is necessary to keep up with changing consumer expectations and demands; and 10% believe it will play a key role in helping them use their marketing budget more efficiently.

RIC17: Communities Build Strong Retail Brands

Today’s consumers take stock in peer feedback. That’s why many brands are realizing the value in building a community in order to build a brand. But despite the growing popularity of social media, building a community of loyal fans is not as easy as it seems. “You can buy a lot of Facebook likes, but that’s not a community,” said Marta Wohrle, Founder and CEO of Truth in Aging, in a panel discussion during the 2017 Retail Innovation Conference. “Building a community is generally a one-on-one process.”

Aptos Engage: ‘Store Of The Future’ Must Arrive Now...And Entertain

For years, Amazon has been considered retail’s public enemy No. 1. Of course, retailers understand the impact and influence of Amazon at a high level, but retail futurist and consultant Doug Stephens spotlighted a harrowing statistic during his keynote presentation at the second annual Aptos Engage user conference in Hollywood, Fla.: 60% of all e-Commerce growth is going straight to Amazon, with 40% left for everyone else.Despite Amazon’s retail dominance, Stephens noted that the rest of the industry has ample opportunity to compete and thrive if they focus on the online giant‘s weakness: the customer experience.

Exclusive CEO Q&A: Experience Is The New Retail Product

As more traditional retailers struggle to literally keep their doors open, innovative leaders are rethinking the approach to the customer experience. Just selling products may not be enough to sustain a brand. In fact, some experts now consider “experience” as the new retail product. In an exclusive Q&A with Retail TouchPoints, Melissa Gonzalez, CEO and Founder of The Lion’esque Group and Retail Innovator Award winner, shares her insights on how retailers can succeed by rethinking the concept of experience. She discusses: The future of smart technology and its integration in retail experiences; Why Wall Street needs to evolve to foster innovation within retail; and How brands must apply data analysis as they pivot omnichannel strategies.

RIC17: Redefining Convenience At Walgreens

With more than 8,200 stores nationwide, Walgreens has the largest brick-and-mortar footprint of pharmacy-based retail in the U.S. But even in this comfortable position, the brand refuses to rest on its laurels, striving to redefine what convenience means to consumers. During a presentation at the 2017 Retail TouchPoints Retail Innovation Conference, Wayne Duan, Director of Digital Commerce at Walgreens, shared three tips for creating a more convenient retail experience: Embrace the “digital commerce iceberg”: Infuse digitally influenced sales into KPIs and measurement DNA; Collaborate with third-party partners: Provide a platform that allows partners to tap into their assets and assist in lead generation, conversion and analysis; and Remove friction at all touch points through better communication.

5 Reasons Your Personalization Strategy Isn’t Working

Modern customers expect timely and relevant experiences. Unfortunately, most organizations are still unable to deliver them. Despite investments in personalization technology and the availability of more data sources, companies are still falling short. Retailers must recognize their current personalization efforts are creating an ever-widening gap between them and their customers. To create experiences that truly delight customers and boost conversions and revenue, brands must use all the data available to them, create consistency across touch points, live “in the moment” with customers, ditch overly broad segmentation models, and most importantly start listening to their customers. Let’s take a closer look at each of these five reasons why your personalization strategy is falling short of both your and your customers’ expectations.

RIC17: Tech-Savvy Retail Execs Require ‘Adapt-Or-Die’ Mentality

As consumers continue to expect faster, convenient service in all channels, the retail industry has inevitably gravitated further towards next-gen technologies. That means the roles of many C-level executives must shift, with more tech-savvy change agents required to understand the new developments and help retailers adapt. A panel discussion during…
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RIC17 Keynote: Winning With Pages From Amazon’s Playbook

Amazon has been the success story in the retail industry for quite a while now (and also the cause of many sleepless nights among its competitors). But according to New York Times best-selling author Bryan Eisenberg, any retailer — even a lemonade stand — can adapt Amazon’s Four Pillars to its own business model. That was Eisenberg’s message during his keynote presentation at the 2017 Retail TouchPoints Retail Innovation Conference, held May 9-10 at the Apella in New York City. The Four Pillars — customer centricity, continuous optimization, a culture of innovation and corporate agility — are not kept in a secret vault: “They are shared by Amazon recruiters,” said Eisenberg. In his presentation, he provided practical advice for how brands can make the Four Pillars work for them.

INDOCHINO Fills Two VP Roles To Enhance Omnichannel Model

Vancouver-based INDOCHINO has appointed two new Vice Presidents to continue enhancing its omnichannel model through innovative products and customer experience. Randy Binning has been appointed as VP of Retail Operations, while Dean Handspiker was promoted to VP of Design - Product and Showroom Development.

What Retailers Can Learn From Pizza Delivery: Convenience Rules

Shoppers continue to desire fast, convenient service through all channels, so retailers may want to turn to a somewhat unlikely source for inspiration: pizza delivery services. According to a report from retail marketing agency Catalyst, convenience is the top motivator for consumers throughout their shopping experience. “If you’re a local retailer that can deliver a product in 30 minutes or less, that’s a game changer that even Amazon wouldn’t be able to compete with,” said Tara Litchfield, Director of Experience Design at Catalyst in an interview with Retail TouchPoints. “People like to support local businesses, and I think there’s a lot of opportunity for stores with a technology that is out today.”

ALDO Group VP: To Reach Gen Z, Embrace Channel-Agnostic Strategies

With Generation Z already wielding $44 billion in buying power, retailers are eager to snag their share. They are working hard to create authentic products and experiences that resonate with this group amid a flurry of campaigns and content. At the Millennial 20/20 conference, Nicholas F. Martire, VP of ALDO Group North America, emphasized how his company’s various brands, including ALDO, Call It Spring and Globo, cater to the growing Gen Z demographic by treating its end consumers as if they are channel-agnostic from the get-go.
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