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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.

The Internet Of Things: Driving Results In Retail With Connected Solutions

VP WincorNixdorf headshotDid you know we’ve been talking about the “Internet of Things” (IoT) since 1999? Talk of IoT creates a lot of buzz in our technology-driven world and while the possibilities seem exciting, too often the practical applications come across as vague or disconnected. So what does it all mean?

IoT is much more than connecting a network of “things”; it is an ecosystem of technologies working together. The value of IoT is created by connecting what can seem like unrelated devices, applications and data, to create a cognitive system where the whole is greater than the sum of its parts.

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Three Omnichannel Trends Retailers Should Keep An Eye On

VP site only Eversight headshotFor years the industry watched, wondering how the rise in e-Commerce would impact traditional brick-and-mortar retailers. Would consumers still make the physical trip to the store when similar goods could be purchased at a click from the comfort of their homes? These days, consumer goods manufacturers and retailers in many industries know with relative certainty that the answer is yes. As of 2014, less than 2% of the $600 billion a year in groceries sales occurred online. Today, 75% of retail decisions were still made in store. Consumers clearly still value live, in-person retail experiences.      

To the contrary, the rise of omnichannel represents much more of an opportunity than a threat for brick-and-mortar retailers. Online enables traditional (primarily offline) retailers to reach, target, engage, and learn about their consumers in ways previously thought impossible — cost-effectively and at scale. In particular, the rise of digital is underpinning three key trends in retail: online coupons, digital offer testing, and context-aware promotions.

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Amazon Tests “Treasure Truck” Service In Seattle

Amazon has introduced the Treasure Truck delivery service in the Seattle area, which provides consumers with access to limited-quantity goods on sale every day.

The Treasure Truck will begin delivering products to select pickup locations in Seattle neighborhoods on June 27 at 7 a.m. PT. Consumers can purchase from the Treasure Truck by using the Amazon mobile shopping app, clicking the “Buy Now” button and choosing a convenient location and time slot. Consumers also can show up at a pickup location and purchase a product on the spot.

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NCR Unveils New Commerce Hub At Synergy 2015

NCR One CommerceRetailers are at a crossroads: They’re currently forced to focus on day-to-day operations and tasks. But now more than ever, they must focus on innovation and differentiating from their competitors.

NCR is striving to help retailers achieve operational excellence and innovation with the NCR Retail ONE commerce hub, which is designed to create an open ecosystem of applications and data. This open ecosystem integrates with an omnichannel software platform, which helps retailers create a frictionless shopping experience for customers.

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RetailMeNot Partners With Gimbal To Extend Beacon Offering

Retailers across categories are testing and implementing beacon technology to connect their digital and in-store shopping experiences. Consumers who opt in to receive beacon alerts can receive timely deals, offers and coupons that align with their personal preferences, which can lead to increased engagement and sales.

Digital couponing marketplace RetailMeNot is breaking further into the beacon space by extending its partnership with proximity marketing platform provider Gimbal. With the partnership, RetailMeNot is striving to scale its location-based beacon tests, which were previously executed with retailers, shopping malls and out-of-home advertising networks.

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#RIC15 Brings Innovation And Disruption To The Forefront

supp RTP RT058 SR RIA Recap June 2015We’re in the midst of a retail revolution. Shoppers today have access to a wealth of tools and information that empower them to make the best buying decisions. As a result, retailers are focused on creating experiences that educate and engage consumers, and also help them differentiate from competitors. 

More than 120 retail executives converged to discuss the latest trends and technologies disrupting the overall industry during Retail TouchPoints’ inaugural Retail Innovation Conference (#RIC15), which was held June 16-17, 2015 in New York City.

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Marketing To Millennials: Understanding The Digital Demographic

VP site only ChannelAdvisor head shotDoes this sound familiar?

You decide to ramp up your social marketing efforts to get your brand in front of the millennial audience (the generation born between 1980 and 2000). You put together a marketing strategy to make your brand visible on a hip and trendy site, and it seems to be going well. Then, out of nowhere, the once-popular social network where you invested so much time and money becomes a digital ghost town.

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LA With Love Builds Consumer Trust And Loyalty With The Hunt

lawithloveShoppers today are savvier and have access to an increasing number of tools that allow them to make the best buying decision.

The Hunt is one mobile app designed to help consumers find the products they want. Tapping into a network of 3.5 million users, consumers use the app to create a Hunt by posting a photo of an item they want (such as a piece of clothing or jewelry), sharing their budget and asking where they can find it.

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85% Of Consumers Prefer To Shop In Physical Stores

RR TimeTrade ImageDespite the rise of e-Commerce, brick-and-mortar stores are as relevant as ever. In fact, disposable income spent by U.S. consumers in stores will reach $5 trillion by 2020, according to eMarketer. In fact, 85% of consumers say they prefer to shop in physical stores, according to TimeTrade research. And, if given the opportunity, 71% of consumers said they would even prefer to shop at an Amazon store over Amazon.com.

For the survey, titled: The 2015 TimeTrade State of Retail Report, TimeTrade surveyed 1,000 consumers to understand their shopping behaviors and preferences.

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Raley’s Connects Digital And Physical Channels With Unata

Raley’s, a chain of supermarkets in California and Nevada, has selected omnichannel commerce solution provider Unata to power its web site and in-store digital experiences.

Raley’s selected Unata to serve as an extension of its digital team due to the company’s omnichannel expertise and ability to power one-to-one experiences across the e-Commerce site — from the homepage to the search function.

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70% Of Canadian Retailers Attribute Half Of Sales To Physical Stores

canadaAlthough retailers now emphasize the need to bolster their digital channels, brick-and-mortar still acquires the majority of sales. In fact, 70% of Canadian retailers say that more than half of their sales come from physical stores, according to research from Deloitte and Tulip Retail.

To measure the overall health of their business, 35% of these retailers analyze absolute sales. Retailers also track their health by measuring:

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Improving Customer Experiences And Business Processes With IoT

Devices are becoming more intelligent and interconnected, creating a thriving network of data and technology. Often called the Internet of Things (IoT), this phenomenon speaks to the fact that people — and businesses — are becoming more digitally empowered. 

And as the years pass, this network is poised to become more complex. Cisco predicts that there will be more than 50 billion connected devices by 2020. While the definition of IoT typically encompasses technology, Cisco also spotlights the Internet of Everything (IoE), which it defines as “the orchestration of people, process, data and things to unlock new business value.”

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Location-Based Mobile Upselling Is Finally Becoming Effective

VP site only Decawave head shotOne of the recent hot topics in mobile technology is indoor location — enabling customers to use their smartphones to find products on shelves just as they use smartphones to get directions to a new restaurant or friend's house. This new technology has been hailed not only for helping customers find products, but also for helping stores understand their customers by analyzing their movements around the store.

As mobile location systems take on the role of personal salespeople, helping the customers find the products they want, it is a simple next step to do what an expert salesperson does, and try to sell the customer more products as they walk around the store. Proximity marketing systems are already reaching market, showing people ads on their smartphone screens for nearby products that they may want.

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