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.

JCPenney CEO: 'It All Happens In The Store'

Marvin Ellison JCPenneyAfter officially stepping into the challenging role of JCPenney CEO in August 2015, Marvin Ellison is poised to bring success and renewal to the iconic retail brand. Ellison previously spent 12 years at Home Depot and 15 years at Target. He accepted the JCPenney position one year ago, in October 2014, following a tumultuous few years at the company.

Ellison has a big hill to climb at JCPenney. In 2011, former Apple executive Ron Johnson took over and initiated a failed attempt to completely transform the company's brand image, then Mike Ullman returned to the company to try to turn the tide. Ullman is now serving as the Executive Chairman of the Board for one year.


WHSmith Streamlines Business Operations For International Franchise Partners

5WHSmithWHSmith, a UK-based chain selling books and stationery, has launched a cloud-based, B2B online commerce system on NetSuite SuiteCommerce to support its franchise growth. In running SuiteCommerce, WHSmith can deliver brand experiences across multiple touchpoints, from a single unified commerce platform that provides visibility into business and customer data.

With SuiteCommerce, WHSmith can provide a secure commerce system for its franchise partners and wholesale partners across the UK, Europe, the Middle East, Asia and Australia. The platform is designed to enable these partners to manage payments, review order history and account details, and request refunds and returns from a password-protected online environment.


Finish Line Goes Omnichannel in Epic Fashion

Finish Line has launched a new brand initiative designed to reach across all touchpoints, including online, social media and brick-and-mortar stores. Epic Finish will deploy digital content such as videos, media ads and photography featuring initial celebrity partners NBA player Anthony Davis and rapper Big Sean as the retailer seeks to make itself a primary destination for millennial and Gen Z consumers to buy sneakers and related apparel.

“Epic Finish will be visible and integrated across all touchpoints, giving us the opportunity to inspire and engage our customers on an ongoing basis,” said Imran Jooma, Chief Omnichannel Officer and EVP at Finish Line. Epic Finish “is not a campaign. It’s not a tagline. It’s an emotional connection point for our consumer to directly connect with the Finish Line brand.”


Thought Leaders Unveil Top Strategies Through #RSPS15 Web Series

As the holidays get closer, retailers know they must execute their plans flawlessly throughout all channels if they hope to reach their internal goals and meet high customer expectations.

To gain insights on how to optimize planning and execution going forward, more than 1,100 registrants attended the Retail TouchPoints Retail Strategy & Planning Series from Sept. 21-25, 2015. #RSPS15 included nine webinars that shared tactical tips, insights, metrics and trend data necessary for retailers as they build out their strategies for 2016.


Personally Perfect: How Individualized Value Explodes The World Of Retail Potential

a VP ThoughtWorks
There’s no debating that a great experience inside the retail store is a genuine joy. Shopping, whether it’s at a brick-and-mortar store or on an e-Commerce site, can be a lot of fun. But shopping is far from the only joy or challenge in life, so retailers that want to differentiate themselves and delight their customers need to think about the broader context of customers’ lives.


51% Of In-Store Shoppers Are Interested In Location-Based Services

As consumers become more digitally connected and savvy, they expect their favorite retailers to provide highly relevant and personalized experiences — especially while they’re shopping in stores. In fact, 51% of consumers said they would use location-based coupons in stores, according to research from Zebra Technologies. Nearly half (45%) would use location-based shopping maps in the store, and 41% would use location-based associate assistance.


How Retailers Can Tackle Cross-Border Commerce

The proliferation of omnichannel retailing has empowered consumers to buy from their favorite brands and retailers at any time and use their preferred channels. Thanks to e-Commerce, consumers now have the ability to browse and buy from retailers around the world.

As a result, total cross-border shipping is expected to skyrocket from $80 billion in 2014 to $330 billion by 2020, according to the UPS Global Pulse Of The Online Shopper Study. In fact, global shoppers surveyed in the study said that they made 24% of their purchases with online retailers outside of their own country. These behaviors confirm that more consumers are able to access retailers regardless of location and, in turn, are eager and willing to buy from brands that are not local to them.


Nordstrom And Neiman Marcus Named ‘Omnichannel Leaders’ In L2 Report

Retailers across product categories are focusing strategically on integrating their business divisions and improving their omnichannel customer experiences.

Of all retail players, L2 spotlighted Nordstrom and Neiman Marcus as omnichannel leaders in a new report. The research firm also highlighted other industry players for their efforts. In the luxury category, Gucci and Louis Vuitton had significant omnichannel gains in 2015, largely driven by their e-Commerce efforts. Mass retailers Walmart and Best Buy, meanwhile, were recognized for their efforts to drive in-store traffic and engagement.


Google To Test Grocery Delivery Later In 2015

Over the next few years, the online grocery industry is expected to surge. Currently worth $10.9 billion, the online grocery market expected to grow 9.6% annually through 2019, according to IBISWorld.

Google plans to keep pace with these market developments by testing a same-day grocery delivery service in two U.S. cities later this year, according to a report from Bloomberg. The service will be deployed in San Francisco and another undisclosed city.


Holidays Spotlight The Biggest Cloud Benefit: Accelerating Speed To Value

VP Oracle 090815
While cost savings provided by a cloud-based IT model drive many decisions, they obscure what I consider the cloud’s biggest benefit: Accelerating speed to value by delivering innovation faster, a high priority for any retail CEO. This is never more apparent than with the approach of the critical holiday shopping season, when retailers have their greatest opportunity to leverage innovations and fundamental systems improvements to drive more sales and better performance.


The Average Shopper Journey Drops To 68 Days

The shopper journey is getting shorter. On average, consumers now spend approximately 68 days researching a major purchase decision, according to research from Synchrony Financial. This is a substantial drop from 2014, when shoppers spent approximately 80 days researching potential purchases.

The survey explored consumer attitudes and the path-to-purchase across 13 categories: Appliances; automotive service, tires and products; electronics; eyewear; fine jewelry; flooring; home improvement; furnishings; bedding and mattresses; lawn and garden; musical instruments; sewing; and sports and fitness equipment.


Build-A-Bear Continues Brand Refresh To Boost Financial Results

Since sales peaked in 2007, Build-A-Bear Workshop has struggled to maintain the same level of financial performance and remain relevant among its customers. In part, sales may have dipped as target consumers aged out of its product line. The 2008 recession also may have contributed to the dip in business. Whatever the cause, Build-A-Bear has been slow to bounce back.


White House Black Market Launches #BeatOfYourDrum Campaign

BeatofYourDrum LP FinalThe fall season is drawing near, which means adults and children alike are purchasing new apparel for the colder months ahead. In an effort to inspire women and encourage them to share their fall fashions, White House Black Market has launched the #BeatOfYourDrum campaign, which will run through September 20.

Following a series of successful multichannel initiatives, including the #WearWhatWorks campaign, White House Black Market is taking a similar approach by integrating TV advertising, the web site and user-generated content (UGC). The retailer also is integrating stories from fashion influencers and real-life women into the campaign, which will further surprise and delight its target demographic.

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