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.

Wayfair Boosts Click-Throughs And Traffic With Optimized Search Ads Featured

Online retailers want lots of people to click through the ads they place on search engines, but what they really need is lots of the right people to click on their ads. The "right" people are those who actually are interested in the e-Tailer's products, and who could be motivated to complete a purchase. Furniture retailer Wayfair has worked with the Yahoo Gemini platform to optimize its search ads since May 2015, and has achieved strong results both in generating clicks and attracting good prospects. Wayfair's click-through rate (CTR) is 240% higher than the retail industry benchmark, and the overall quality of those clicking also has been high.

Apple Stores Renovate, Rebrand And Rename Employee Positions

  • Published in News Briefs
Rarely one to stay in the same place before trying out a new concept, Apple is making some tweaks to its brick-and-mortar retail business. The tech giant will be implementing three new retail positions within U.S. and UK stores, according to a report from MacRumors, including: Pro, a sales position…

Hyper-Personalize Campaigns Using Analytics: Four Ways to Increase Customer Spending

When it comes to marketing, long gone are the days of a business sending out a homogeneous message and hoping it “stuck,” that is, resonated enough with the customer to result in increased sales. Thankfully, that finger-crossing is over. In the context of today’s digital revolution, reaching out to customers takes a whole new form. Reasons for this are two-fold: technology now allows businesses of all types to find out a whole lot more about their customers before a marketing strategy is even formed: they can learn a customer’s browsing history, past purchases, social media habits, a general idea of their preferences, and more. The second aspect of today’s form of marketing is based on the first: using all of the valuable data collected from the customer to formulate marketing campaigns that are highly personalized based on their increasingly specific preferences. This is hyper-personalization — the newest wave in digital…

Toys “R” Us Exec Fills Vacant Macy’s CMO Role Featured

Macy’s has appointed Richard A. Lennox as its new Chief Marketing Officer, effective Sept. 15, 2016. Lennox will be responsible for the department store’s omnichannel market presence and strategy, including brand, promotional, store, digital and events marketing activity. He will report to Macy’s Inc. President Jeff Gennette.

Department Store Drama Dominates Q2; Are More Store Closings In The Cards? Featured

A disappointing Q1 for department stores kept all eyes on a select few retailers throughout Q2. Although the major department stores managed to improve their financial results over Q1, these retailers still have plenty of internal fixes to implement in order to successfully complete any turnaround effort — including facing the reality that store closings may be a necessity. In the latest example of the hits these brands are still taking, Macy’s announced it would close 100 stores by 2017 — approximately 15% of its brick-and-mortar arsenal — as the company’s net sales decreased 3.9% and comparable store sales dipped 2%. This is the second year in a row Macy’s is closing a significant number of stores, and it follows the January 2016 announcement that the iconic brand would be implementing a $400 million cost-cutting plan.

Urban Outfitters, Tilly’s and Follett Create Chief Digital Officer Positions

Overhauls at the C-level are becoming common occurrences within retail, with CEOs alone turning over at a 60% higher pace than last year. It's another indication that many of the old tricks to running a brand simply don’t hold up the way they used to. Brands now have to create newer digital-driven positions at the C-Level based on optimizing today’s customer experiences. Three retailers — Urban Outfitters, Tilly’s and Follett — have recently taken that step by creating the new position of Chief Digital Officer (CDO). To fill the new roles:

Moving From Omnichannel to Digital Transformation

The impact of the digital economy has created challenges for all CEOs, particularly for those in the retail sector. What began as a quest to create the perfect customer experience has made retailers turn their attention to building a superior omnichannel environment, to keep up with the proliferation of touch points and to meet the ever-changing shopping habits of consumers. Recently, Stibo Systems conducted a comprehensive research study to learn more about the state of the digital transformation and the key benefits and challenges companies from various industry verticals and regions have faced. What we found is that three-quarters of all respondents (75%) claimed that they were currently undertaking a digital transformation project, while nearly three out of five (59%) said their organization was investing more in related transformational activities in 2015 vs. what was spent the previous year.

Ready To Implement An Omnichannel Solution? Five Factors To Consider

Every retailer is grappling with the challenge of how best to create a seamless omnichannel presence. As the number of disparate, nonlinear touch points along the customer lifecycle journey continue to multiply, it’s up to brands to figure out how to effectively connect with their customers at each juncture.  Consumers have more choices than ever when it comes to how and when they access e-Commerce brands, and while most retailers understand that omnichannel is a necessity, it’s extremely difficult to have the proper architecture in place to gather, exchange and draw insight from various sources of raw data. Even the best omnichannel solutions in the world will prove useless without the proper organizational foundation in place. 

The Secret Sauce Behind Pop-Up Store Popularity Featured

While pop-up stores have been a growing avenue for retailers seeking to build an alternative brick-and-mortar presence, the changes in consumer behavior have taken these shop concepts from a niche strategy to a go-to brand builder. As the struggles of department store retailers and traditional brands in 2016 have revealed, holding a stable brick-and-mortar presence across hundreds of high-square-footage stores is difficult. With the top-25 retailers (excluding Amazon) losing 0.9% of market share since 2010, small- and mid-level players have more of an edge when it comes to being nimble and creative with their store environments.

Under Armour CMO Hire Takes Page From Amazon’s Innovation Playbook

Under Armour has made a big splash in reshaping its executive-level team, making three moves specifically designed to help the brand accelerate its growth within the sportswear industry: Kip Fulks was promoted to the role of Chief Product Officer; Colin Browne was appointed President of Global Sourcing; and Andy Donkin was appointed Chief Marketing Officer (CMO). The Donkin hiring is perhaps the most intriguing of Under Armour’s hires since he comes directly from Amazon, where he served as the Head of Worldwide Mass and Brand Marketing. In this role, he managed the global media budget and developed offline and online campaigns for North America, Europe and Asia.

CEO Turnover Jumps 60% As Retailers Seek Data-Driven Change Agents Featured

Retail has been inundated with both immediate and pending CEO changes throughout 2016. Between January and June 2016, 23 chief executives have departed their posts, outpacing the 15 that either retired or stepped down during the same six-month span last year, according to a report from global outplacement consultancy Challenger, Gray & Christmas. While Macy’s framed Terry Lundgren’s awaited stepdown as part of a succession plan that was already in place, the departure of Ron Sargent at Staples appeared to be more a response to the company’s growing weaknesses both online and in the store.

Innovating For Innovation’s Sake

Innovation is as integral to a company’s growth as finance or operations, but what drives real innovation in the retail industry? Many people associate “innovation” with the latest bells and whistles featured in a tech blog — regardless of its relevance. But innovation is so much more than that. For retail, innovation is about identifying actionable ways to get ahead of the ever-increasing pace of change, and learning how to operate in a constantly evolving environment. Innovation in retail isn’t about doing something “cool” to get attention — it’s about the ability to adapt, it’s about survival. Innovation is no longer a nicety — it’s a necessity.

5 Ways Retailers Are Using Behavioral Economics to Supercharge Offers

Williams-Sonoma thought they had a hit on their hands. The retailer had introduced a home “bread bakery” machine into their stores for $275. But consumers weren’t interested. They chose the nearby French press or mini grill instead. Instead of yanking the bread maker, Williams-Sonoma changed how it was presented. They added a larger model of the bread maker priced about 50% higher. Suddenly, the $275 version began to fly off the shelves. Given two breadmaker models to choose from, people saw the smaller one for less money as the better deal, and they pounced.

Walmart May Invest In, Rather Than Buy,

The retail world buzzed this week with news that Walmart was in talks to buy pure-play startup for a reported $3 billion. The latest word, however, is that the Bentonville giant may simply invest in rather than carry it to the checkout line. "The discussions may ultimately result…
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