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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.

Managing The Details Can Help Differentiate The In-Store Fulfillment Experience

Omnichannel fulfillment, and specifically in-store fulfillment, has become table stakes for retailers of all shapes and sizes. But with this tactic officially being commoditized, retailers must do more to differentiate throughout the entire experience. Retail is rich with thoughtful resources on this topic, each analyzing, evaluating and opining on the industry’s latest trends, tactics and technologies. I do my best to help contribute to the collection on a regular basis. And while this vast collection of thought leadership can help set a powerful foundation for strategic store fulfillment decisions, I feel like we sometimes avoid the most important thing of all: our own opinions and experiences.

MM.LaFleur Ads Go Subterranean To Boost Search 140% In NYC, 170% In Boston

Generating brand awareness and driving customer acquisition can be a challenge, especially when trying to attract an on-the-go, urban consumer who doesn’t always have time to stop and seek out new brands. But MM.LaFleur, a retailer that sells women’s professional attire, discovered a very efficient method to get its message out to potential shoppers — the subway. After launching a four-week out-of-home (OOH) campaign with OUTFRONT Media, MM.LaFleur saw branded search spike to 170% over the pre-campaign average in Boston and 140% in New York City. The increase in branded search activity occurred in each city during its respective campaign.

Tops Supermarket Debuts Curbside Pickup, Adds Organic Options Online

  • Published in News Briefs
Grocery delivery and curbside pickup have become the latest competitive arenas in supermarket retail, and regional player Tops Friendly Markets has joined the fray. The 169-store chain, with locations in New York, Vermont and northern Pennsylvania, built on its existing relationship with Instacart to offer curbside pickup at three locations…
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In Email Marketing, Only Customer-Focused Retailers Win Big

With rising customer expectations, up-and-coming competitors and new disruptive technologies, retailers that aren’t completely customer-focused are being left in the dust. In fact, according to Forrester research commissioned by Adobe, “customer obsession” is a leading indicator of revenue; compared to less mature firms, more customer-focused companies exceeded their revenue goals, and the benefits of customer obsession don’t end there. In addition to greater revenue, more customer-obsessed firms report higher customer satisfaction scores, differentiate themselves from competitors and innovate at faster rates than other respondents. The results are clear: today’s customers want more from brands than just transactional promotions. For retailers, this means making shoppers the core of everything they do in order to earn customer loyalty.

Birchbox Pilots In-Store Beauty Experiences In 11 Walgreens Stores

Birchbox is piloting new beauty experiences in select Walgreens stores in the next few months, signaling that the retailer is realizing the benefits of expanding its brick-and-mortar presence. The pilot will debut in six stores in December in New York, Chicago, Los Angeles and Minneapolis, and will extend to five more stores in early 2019. Walgreens will take an undisclosed minority stake in Birchbox as part of the partnership. Earlier this year, one of Birchbox’s existing investors, Viking Global, acquired a majority stake in the company by investing an additional $15 million into the brand.

Exclusive Q&A With Starboard Cruises CEO: Experiences, Entertainment, Education Drive Retail Strategies At Sea

Retail on the high seas has its own unique requirements, but that doesn’t mean landlubbers can’t learn a trick or two from one of the most successful ocean-based retail companies. Celebrating its 60th anniversary in 2018, Starboard Cruise Services partners with cruise lines including Norwegian, Carnival, Royal Caribbean, Celebrity Cruises and Silversea, priding itself on delivering a “prestige retail” experience to cruise guests based on entertainment, storytelling and creating memories. Already operating on more than 90 cruise ships worldwide, Starboard has added four new ships within the past year and is expected to add a fleet of four more in 2019. These additional ships add significant growth as modern mega-ships can offer 2X to 3X the amount of retail space, allowing Starboard to bring on top brands, according to Beth Neumann, CEO of Starboard Cruise Services.

Excitement Of Product Discovery Powers Tophatter Auction Platform

Auction-style and flash sales business models appear to have lost some of their luster in recent years: eBay has pivoted its focus to a more marketplace-centered experience, and companies like Gilt Groupe dropped from a valuation of $1 billion to an acquisition price of less than $100 million. But as a category, online auction marketplaces are actually estimated to grow 7% through 2022, according to Technavio. Tophatter, an online platform that sells jewelry, electronics, fashion, beauty products, home goods and hobby supplies, is seeking to become a major part of that growth by linking the excitement of product discovery to its time-limited auctions. The Tophatter platform has more than 20 million users, with the company selling more than 100,000 items per day — and 85% selling within 90 seconds. Most of the 90-second auctions start at $1 and are designed to generate immediate excitement and competition among shoppers.

How Voice Technology Is Helping To Reverse Retail’s Decline

We’ve been following the dramatic shift in retail for years. Customer expectations are changing, and retailers have engaged in new initiatives and investments that are designed to meet the needs of their evolving customers. One of the hottest trends in retail today is conversational commerce. Ever since Apple introduced Siri in 2011, conversational interfaces have embedded themselves into the everyday lives of consumers. As of January 2018, 39 million Americans owned a voice-controlled smart speaker. And when it comes to commerce, voice shopping is spreading like wildfire. So, with all of the technology advancements coming to retail, why are retail stores still struggling?

Give Employees An Omnichannel Customer Experience Too

Today’s advances in Unified Communications (UC) can act as a major leap forward for retailers of all sizes operating into today’s omnichannel world. Customers are fickle beasts, with unpredictable communications preferences and triggers. UC is integral to enabling valuable, meaningful customer engagements, in whichever way they want to communicate and transact, delivering a better experience and converting more sales. But advancing your adoption of UC shouldn’t just be for the benefit of your customers. While customers are the core focus of all retail organizations, IT and business professionals in this sector cannot ignore the broader impact that UC technology is having on work practices.

RSP Series: How Retail Leaders Improve Customer Acquisition And Retention

Any retailer’s long-term health requires finding the right balance between acquiring and retaining customers — particularly the loyal and big-spending types of shoppers. But rapid changes in both consumer expectations and the competitive landscape have rewritten many of the established rules for customer acquisition and retention. The 2018 Retail Strategy and Planning (RSP) webinar series, hosted by Retail TouchPoints, uncovered several new strategies for tackling these timeless challenges. Following are brief recaps of six webinars in the #RSP18 series, now available on-demand. [Read a recap of the Holiday Predictions webinar, sponsored by Salesforce, here.]

The Death Of Retail Or A Retail Renaissance — Which Is It?

Both property companies and retailers are reporting a crisis and the death of retail. Stores are being shut down or shrinking their footprints, and the traditional retail format with merchandise lined up on shelves is a dying breed. Yet at the same time there is a renaissance going on in retail, and we are seeing examples of brands and retailers that are able to reinvent their businesses and adapt to a new market and new consumer behaviors — allowing them to increase customer loyalty in the bargain.

Walmart Installs Four Senior Execs At Flipkart

Just one month after finalizing its acquisition of a majority stake in Flipkart, Walmart is putting four of its top executives into key positions at the Indian e-Commerce marketplace, according to the Economic Times. Emily McNeal, head of Walmart mergers and acquisitions, will join the Flipkart Group as SVP and Group CFO, according to an email sent to Flipkart employees by CEO Binny Bansal. Other Walmart executives moving to Flipkart are:

Exclusive CEO Insights: 3 Reasons Brands Need An Online Marketplace Strategy

Today's fiercely competitive online marketplaces have changed marketing. With the advent of behemoth online marketplaces like Amazon, gone are the days of throwing ideas against the wall and hoping something sticks. Achieving exceptional marketplace sales requires an exceptional marketplace plan. Here are three reasons why brands need an online marketplace strategy:

Creating Omnichannel Retail Insight To Drive Competitive Advantage

According to Harvard Business Review, 73% of customer journeys occur across multiple channels, and omnichannel customers spent 4% more on every in-store shopping occasion and 10% more online than single-channel customers. Whereas the mentality five years ago focused on brick-and-mortar being replaced by cloud services, the current mentality focuses on using digital and physical channels as complements to differentiate and drive better customer engagement. As a result, businesses are in a race to shift from the “digital first” organization to the “data first” organization, using real-time data insights to directly affect customer engagement and create a 360-degree customer view across all channels.
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