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.

Kroger Will Sell Groceries On Alibaba’s Tmall Amid Vigorous Private Label Push

Kroger’s first venture outside the U.S. is a big one. The U.S. grocer will sell its Simple Truth products on Alibaba’s Tmall Global platform, China’s largest business-to-consumer marketplace. This strategic move is designed to support two of the company’s key Restock Kroger pillars — redefine the grocery customer experience by elevating its…

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Brookstone Files For Bankruptcy Again, Will Close 101 Mall Stores

  • Published in News Briefs
Brookstone has filed for Chapter 11 bankruptcy protection after securing approximately $30 million in post-petition financing, according to numerous published reports. As part of a planned restructuring, Brookstone will shutter its 101 mall-based locations. The retailer hopes to continue operating its e-Commerce, wholesale and approximately 35 airport stores, which have been…

Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

Vitamin Shoppe Launches Vendor Incubator

The Vitamin Shoppe has unveiled its Launchpad vendor incubation program, designed to introduce emerging brands and innovative products to Vitamin Shoppe customers.The retailer is currently accepting submissions from nutritional supplement, natural health and organic beauty vendors. With the incubator, Vitamin Shoppe seeks to provide new brand partners with expertise and infrastructure through both online and in-store distribution channels. The retailer has a history of taking a chance on smaller, unknown brands such as Garden of Life, NeoCell and No Cow, all of which now have a large presence within the company’s retail channels.

Prime Day Cuts Into $83 Billion Back-To-School Season

It’s not too late for retailers to implement their back-to-school plans: only 45% of families complete their shopping by early August, and 23% haven’t started at all, according to Bazaarvoice. This long season is expected to result in $82.8 billion being spent on K-12 and college students, a survey by the National Retail Federation (NRF) and Prosper Insights and Analytics found. The average family will spend $730 this year, according to a survey by Brand Keys. To take advantage of this opportunity, retailers should keep several factors in mind: Prime Day is now part of back-to-school: The e-Commerce holiday has emerged as a major back-to-school event for the entire industry; Omnichannel is important: While many shoppers still prefer shopping in-store, e-Commerce can’t be neglected; Social media is a valuable tool: Customers are using social media both for research and to make purchases; Make promotions count: The back-to-school season is long, and retailers should be wary of how and when they run discounts; and Don’t fear experimentation: Many retailers are using events and partnerships to stand out during this important season. Prime Day Is Important Industry-Wide As back-to-school has stretched to encompass early July, Prime Day is becoming the season’s Cyber…

How Today’s Game-Changing CIOs Are Driving Retail Results

For years, CIOs were seen as order takers rather than change agents or strategic drivers of company growth. That perception is shifting; today’s retail workforce demands more from IT. The employee composition has shifted to include new positions with unique needs, from warehouse associate to e-Commerce manager. The standard corporate IT stack no longer cuts it when it comes to maximizing both employee and customer experiences. Meeting these evolving demands requires investing in IT, but the true “secret sauce” lies in hiring a game changing CIO. As the CIO of Fuze, a communications and collaboration software company, I have had the pleasure of working with many of these visionary IT leaders across industries. Retail is one of those industries that finds itself at a unique inflection point. Today’s game changing CIOs are doing a lot more than helping manage costs or tech buys. They are changing the fabric of how companies work. These IT leaders understand that digital transformation is a continuum, not an event with a finite end. It is a continuous effort to modernize work streams with technology and automation.

Subscription Services: A Fruitful Source Of Customer Loyalty And Data

Subscriptions are a rapidly expanding segment of retail: nearly 33% of subscription providers expect their businesses to double in 2018, according to the 2018 Snapfulfil and Subscription Trade Association (SUBTA) State of Subscription Commerce survey. The industry is also young: 47% of respondents first launched in the 12 months ending in April 2018, and 66% of providers have 1,000 or fewer monthly customers.

Exclusive Q&A: Explosive Growth Of Direct Brands Reveals Seismic Retail Shift

Earlier this year, the Interactive Advertising Bureau (IAB) released a report titled: The Rise of the 21st Century Brand Economy, which examined the sputtering growth of traditional retail and CPG brands versus the rise of direct brands over the past decade. To delve deeper into the findings of the report, Retail TouchPoints recently sat down with Randall Rothenberg, CEO of IAB, a trade association for interactive marketing representing more than 600 leading media, marketing and technology companies.

Amazon Devices, Grocery Perks Drive Prime Day 2018 Customer Retention Strategy

As Prime Day concluded at 12 midnight PT on July 17, Amazon revealed that it generated more sign-ups for Prime on July 16 than any previous day in Amazon history, with shoppers purchasing more than 100 million products during the 36-hour shopping event. In addition to the influx of new Prime sign-ups, Amazon also focused on its existing Prime members, with 12-hour early access to deals on its Echo and Fire devices, as well as unique offers to Whole Foods shoppers. The e-Commerce giant did not report Prime Day sales numbers, which were anticipated to reach a record $3.4 billion, but dubbed it “the biggest shopping event in Amazon’s history,” with its own devices positioned as the event’s centerpiece. Even with site outages dispersed throughout the first day, Amazon still managed to boost sales 89% during the first 12 hours, according to Feedvisor.

Exclusive Q&A: How Perry Ellis International Took Fashion Forward With A Technology ‘Pitch-Off’

With a portfolio of more than 20 apparel brands, Perry Ellis International has a vast footprint in fashion. But this very scale brings pressure, as shoppers continue to demand more out of the shopping experience. Already having built out an Amazon Alexa skill to help men dress for any occasion in late 2017, Perry Ellis International has continued to ramp up its tech capabilities in order to spearhead a consumer-friendly fusion of fashion and technology. In an exclusive Q&A with Retail TouchPoints, Isaac Korn, Director of Product Innovation and Automation atPerry Ellis International, details: The origins of the first annual technology pitch-off, “Pitch To PERY,” which generated submissions from 100 startups; His experiences with integrating different technologies throughout an extensive portfolio of brands; How a trip to CES 2016 inspired the company to create a “Tech Wallet” designed to help shoppers find their missing wallet; and How the apparel giant leverages data to integrate fashion and technology.

Designer Shoe Trading Club Takes First Steps

Luxury Shoe Club, a membership club designed for buying and selling pre-owned designer shoes via an iPhone app, kicked off operations July 17. The app uses an algorithm to assign a fair market dollar value to each pair, and women listing their new-in-box and gently worn designer shoes can earn points good for purchasing others’ shoes. Members earn half the point value when they list the shoes and get the other half when they are sold; members can also “buy” points. Luxury Shoe Club collects a fee on each transaction. The U.S. luxury shoe market accounts for $8.6 billion annually, and the average price for a pair of women’s designer shoes has climbed to $770. Sales of pre-owned designer shoes have reached $800 million annually, and Luxury Shoe Club estimates that there is $1 billion of new-in-box luxury shoes sitting idle in women’s closets.

For Top Retailers On Prime Day, Expect High Revenues But Thin Margins

Amazon’s fourth annual Prime Day, starting July 16 at 3 pm Eastern, will drive an estimated $3.4 billion in global revenue for the e-Commerce giant, but its popularity has forced other retailers to take action if they want a piece of the pie. Retail’s biggest players, including Walmart, Target, eBay, Best Buy and Macy’s have implemented sales of their own to align with the event, with Kohl’s holding the “It’s A Big Deal” promotion on July 10. The decision by these retailers to capitalize on a “Black Friday in July” promotion makes sense when looking at last year’s sales totals. The biggest beneficiaries of these campaigns will be large retailers with more than $1 billion in annual sales and niche retailers with less than $5 million in revenue, according to research from Adobe Digital Insights. In 2017, the $1 billion+ retailers saw a 34.9% sales lift on Prime Day, whereas the niche retailers reeled in 17% more than usual. However, everyone in between $5 million and $1 billion in annual sales actually experienced a sales loss of 0.5%.

TAYLRD Tours The U.S. With Airstream Pop-Up Experience

TAYLRD Clothing, an e-Commerce site that allows shoppers to buy from a selection of more than 90 size and fit variants per color of pants, has less than a year of operation under its belt. But youth isn’t stopping the men’s fashion retailer from testing the waters of physical retailing in a unique way — via a 28-foot pop-up Airstream trailer. The TAYLRDStream mobile pop-up shop experience is designed to showcase the TAYLRD brand and its products throughout the U.S. The trailer includes two fitting rooms as well as a lounging area to browse through the merchandise equipped with music, a TV and a stocked bar.
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