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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 Home Delivery Services Have Changed Shopping Behaviors And Brand Loyalties

Home delivery is shaping the way businesses connect with their customers. Thanks to Amazon, the seismic shift in customer expectation and buying habits is not only felt throughout retail, but has even spawned new delivery-focused companies in other sectors such as Postmates and DoorDash.   Amazon became a revenue machine on the e-Commerce front primarily because of its Prime subscriptions that offer two-day shipping. Prime memberships have become a hallmark of the internet giant — exceeding 100 million paid Prime members globally despite losing vast sums of money on shipping.

Tobi Relaunches Mobile App For Holiday Season

Tobi has partnered with Poq, a SaaS-based native app platform developer for retail, to relaunch its mobile app in time for the 2018 holiday season. The fast fashion brand, which serves customers in more than 100 countries, will debut the new app in November. “Poq’s feature-rich SaaS platform, deep domain…
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3 Ways Data Can Improve Customer Relationships

When it comes to data, marketers are under pressure to not only capture it, but to use it to good effect. The problem is that marketers have become adept at the first half of that equation and are now struggling to figure out the second half. Given how new marketing channels have come to the surface over the last few years — think social, voice and VR/AR marketing — there’s a tidal wave of data crashing down on marketers. The deluge is so great that marketers risk drowning in data if they can’t figure out how to navigate their way through it all. But it isn’t all bad news — having data is good, so long as you know what you have, why it matters to your goals, and how to use it to inform the next wave of consumer engagement. The next five years will focus on exactly this, with brands rethinking how they approach data strategies and determining which precise data points hold the most value. Only then will brands be able to effectively utilize and measure marketing strategies against bigger goals; beyond open rates, site visits and the like.

Target Takes Aim At Toy Retailing Crown

Photo: Stephen Allan In the clearest sign yet that Target is striving hard to take the place Toys ‘R’ Us once held, the retailer is expanding both store and digital toy departments for holiday 2018. Target’s multi-part toy campaign includes: • A nearly 250,000-square-foot expansion of store space for toys…
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How Ashley Stewart Boosts Revenue With Advanced Data Aggregation

Apparel retailer Ashley Stewart, which caters to plus-size black women, has been learning the value of understanding its most loyal customers — some of whom visit the retailer’s stores as many as three times per week. With the help of a customer data platform that aggregates information about both digital and in-store shopping activity, the retailer has been able to leverage that loyalty into increased sales and revenues. Ashley Stewart has used the AgilOne customer data platform for three years to track customer activity in multiple channels. This allows the retailer to, for example, provide customers with easy access to their spending totals during its “Diva Dollars” promotional periods. “The consumers earn ‘Diva Dollars’ for a 45-day period, and then can spend them during a four-day period,” explained Julie Daly, VP E-Commerce at Ashley Stewart. Daly spoke during a panel discussion at the AgilOne Customer Data Platform Summit held earlier this month in New York City.

Advance Auto Parts Will Drive Onto Walmart.com

  • Published in News Briefs
Walmart has unveiled a partnership with Advance Auto Parts to create a specialty auto parts store on Walmart.com. The online store will sell common auto parts and accessories, including tires, lube and battery services, both online and in the 2,500 Walmart Auto Care Centers nationwide. The retail giant already has…
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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.
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