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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.

How To Get Customers Back Into The Store

While the consumer retail experience appears to be leaning increasingly more to the digital side, 73% of consumers like to research online and buy in store. Contrarily, former “online-only” brands such as Amazon, Fabletics and Missguided (to name a few) are investing more in brick-and-mortar to create a holistic balance of benefits between their digital and physical presence. So if retail brands are working on balancing out their approach, why do we continually see well-known, long-standing brands closing down?

Brandbox Gives E-Commerce Brands A Brick-And-Mortar Testing Ground

Real estate firm Macerich is best known for operating malls and shopping centers throughout the U.S., but now the company is taking a new approach to retailing: bridging “high-growth digitally native brands” with brick-and-mortar. The company launched BrandBox in November 2018, a concept designed to house e-Commerce brands in malls on a rotating basis, giving them the chance to operate storefronts at an affordable cost. Brandbox launched its first concept at Tysons Corner Center in Tysons, Va., and it includes: Flexible space and lease terms: A BrandBox store ranges from 500 to 2,500 square feet, and leases run six to 12 months; Support on design and buildout, staffing and technology through partnerships with companies including Bobby Redd, FITCH, Vitra, RetailNext and Boomtown; Store designs tailored to each brand; Social and experiential marketing designed to drive foot traffic and brand awareness both online and offline; Access to an analytics dashboard; and Educational content via Brandbox.com.

Study: 66% Of Retailers Say Inaccurate Inventory Data Creates BOPIS Inconsistency

Retailers are well aware that an omnichannel approach to both the customer experience and their internal systems is now a basic business requirement: 94% of retailers already have, or plan to implement, a single unified commerce platform within three years, up from 81% in 2017, according to the 2019 POS/Customer Engagement Study from BRP.

How Brands Can Deliver On The Promise Of Curbside Experiences

Retail needs to change. As a whole, retailers have to become more attentive, and quicker to react to, the fast-rising expectations of their customers. For many, this transformation is already underway. Progress has been made in creating robust omnichannel experiences that give consumers more ways to interact with content, services, and products. These initiatives continue to evolve, but they have already shown their value. According to Harvard Business Review, omnichannel shoppers spend 4% more in brick-and-mortar stores and 10% more online than their single-channel counterparts.

Macy’s And Kohl’s Disappoint During Holiday, But Target Finishes Strong

Department stores came into the holiday season with high hopes, particularly as initial online Thanksgiving weekend numbers indicated that sales would be plentiful. However, recent holiday sales reports from Macy’s and Kohl’s reveal that though their expectations were great, the reality was anything but. However, one major retailer, Target, actually surpassed expectations. Macy’s saw shares drop as much as 19% on Jan. 10, after the retailer unveiled November-to-December same-store sales only increased 1.1%, with a lull occurring in the mid-December period. CEO Jeff Gennette said holiday sales disappointed in sportswear, sleepwear, jewelry and cosmetics, and Macy’s now expects no net sales growth for fiscal 2018, scaling back initial projections of 0.3% to 0.7% growth. The company also dialed back its earnings per share range, from $4.10 to $4.30 to $3.95 to $4.00.

Your 2019 Retail Innovation Playbook

Today more than ever, people seek out meaningful, shareable experiences in their daily lives. We see evidence of it everywhere. Travel, theme parks, fitness studios, concerts, movie theaters, casinos, restaurants. Each offers an experience. Each arms its recipient with a story to share. One segment that hasn’t kept up with this ‘rise of experience’ trend, however, is retail. People didn’t abandon shopping. Retailers abandoned shoppers. They took shoppers for granted, and assumed they would remain loyal to old habits. Look no further than the weekly bankruptcy headlines to get a feel for the damage this type of dogmatic thinking has done to the industry.

Study: Only 27.5% Of U.S. Retailers Offer BOPIS, Trailing UK, France, Germany

Buy online/pick up in-store (BOPIS) has been recognized as a key element driving seamless shopper journeys, but U.S. merchants remain a step or two behind their cross-border counterparts when it comes to deploying this service. While 37.6% of retailers across seven countries offered BOPIS services in 2018, only 27.5% offered BOPIS in the U.S., according to the OrderDynamics survey Omni-2000 Research: Global. The study assesses the omnichannel customer buying journey of more than 2,000 international retailers. The U.S. ranks behind all the other countries studied in the survey, including: UK (64% BOPIS adoption); France (50.5%); Germany and Austria (43%); Australia (31.4%); and Canada (31%).

How To Handle Unauthorized Sellers On Amazon

It’s fairly obvious that Amazon is growing by leaps and bounds. In fact, Amazon was estimated in July 2018 to own 49.1% of all online retail purchases in the U.S., and 5% of total retail purchases in the U.S. If you think about it, it’s pretty insane. And it doesn’t show any signs of stopping any time soon.

Balance Convenience And Experience To Create The Ultimate Holiday Destination

Despite the growing dominance of mobile, shoppers still enjoy shopping in-store. What’s changed, however, is their expectations around the brick-and-mortar experience, according to a pair of studies by GPShopper. Some shoppers highly prize stores’ convenience — the ability to quickly find an item, pay for it and go. Others respond to experiential retail; they are more willing to linger and browse until they find what they want. Retailers can adjust their stores’ layout, staffing and services to address both ends of this spectrum.

Black Friday Draws 165 Million U.S. Shoppers As The Holiday Grows Abroad

The period from Thanksgiving through Cyber Monday was a rousing retail success, with more than 165 million Americans shopping either in-store or online, according to the National Retail Federation (NRF) and Prosper Insights & Analytics. The average spend across all consumers was $313.29 over the five-day period, down slightly from the $335.47 spent in 2017.

Getting Physical: Three Tips For Bridging Online And Offline Experiences In The New Year

Recently Wayfair and Casper joined the likes of fellow e-Commerce brands Amazon, Everlane, Glossier and many others that are all experimenting with, or opening permanent, brick-and-mortar stores. However, with many traditional retail stores closing shop in the last year, it's even more imperative to integrate offline and online channels to provide a consistent experience across all touch points. These digitally-born businesses are in a battle with Amazon to retain customers by offering a great in-store experience at a reasonable cost, all while avoiding the mishaps Build-a-Bear and others recently encountered. In fact, while 87% of consumers say they expect an omnichannel experience, only 7% of retailers actually provide the ability to shop seamlessly across all channels.

Smartphones Generate 49% Of Thanksgiving Weekend Traffic

Thanksgiving, Black Friday, Small-Business Saturday and Cyber Monday were powerhouse days for retail this year, racking up online sales of more than $20.8 billion, according to Adobe Analytics. Individual days’ e-Commerce sales and growth rates were: Thanksgiving: $3.7 billion in revenue, up 27.9%; Black Friday: $6.2 billion in revenue, up 23.6%; Small-Business Saturday: $3 billion in revenue, up 25.5%; and Cyber Monday: $7.9 billion in revenue, up 19.9%.

56% Of ‘Growth CMOs’ Prioritize Data Analysis Ahead Of Brand Building, Storytelling

The tools that are prized by the modern Chief Marketing Officer (CMO) continue to change as marketing becomes ever more technologically oriented. More than half (56%) of “growth CMOs” prioritize data and intelligence analysis as the top skill to help them evolve their growth agenda, according to a survey of 191 global CMOs from CMO Council and Deloitte. Additional mandatory skills include: Market insights and knowledge (50%); Holistic view of the customer journey (49%); Brand building and development (47%); and Storytelling in a digital world (44%). This emphasis on data and analytics has broadened many CMOs’ portfolio. “We are an extremely data-driven company,” said Monica Deretich, VP of Marketing and CRM of the JustFab business at TechStyle Fashion Group in a statement. “Yes, we collect data and feedback directly from our members so we can optimize her experience and keep an eye on the market around us. But as an organization, we are also committed to actively analyzing revenue performance data and looking for signals that identify and support efficiencies.”

Exclusive CEO Q&A: How Touch Of Modern Uses Customer Feedback To Drive Merchandising

Touch of Modern, an e-Commerce retailer focused on selling lifestyle products, fashion and accessories for men, has always strived to introduce merchandise that shoppers can’t find anywhere else, even dabbling in wine sales. After six years in business, that mantra has clearly paid dividends; the retailer now generates $120 million in annual revenue and is profitable going into 2019. So how does Touch of Modern consistently deliver the right goods to its target audience? The retailer uses a strategic combination of customer feedback and merchandising analytics to determine its most loyal shoppers’ preferred products and buying patterns.   In an exclusive conversation with Retail TouchPoints, Touch of Modern CEO and Co-Founder Jerry Hum reveals: The company’s recently developed national television ad campaign; Curating new merchandise that’s in line with the Touch of Modern brand; How the company balances customer retention and customer acquisition efforts by educating the shopper on the product’s value; Video’s role in educating shoppers on the Touch of Modern brand and products; and Potential partnerships with more direct-to-consumer brands going into 2019.
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