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 Vuori Balances DTC, Wholesale And Brick-And-Mortar Amid Triple-Digit Growth

Retailers that find major mainstream success in their early years face a challenge: how do you harness growth that can reach the triple digits without sacrificing your quality or identity? Expanding inventory, adding new product lines and keeping up with orders can all become a delicate balancing act. Activewear retailer Vuori is experiencing this kind of transformational growth. In 2015, the company started with two employees; it has 52 today. Vuori also has expanded its product portfolio, from a small selection of men’s shorts to a wide variety of clothing and accessories, including a recently launched women’s business.

The New Rules Of Retail: Digital Strategies To Serve Today’s ‘Connected Consumer’

The world of retail is changing. But the reason isn’t as obvious as it may seem. While online shopping has impacted retail, 90% of revenue still comes from physical stores, and 85% of consumers say they prefer buying things in person.1 Most people still want to sample, try on, see and engage with the item they’re interested in. The store, dismissed by some as a relic from a bygone era, is still relevant.

Brooklinen Goes From Pure-Play DTC To Pop-Up Retailer In Four Weeks

Generally, when a brand decides it wants to open a pop-up store, team members have months to plan and some idea of how to carry it out. But with the lofty goal of opening a 2,000-square-foot pop-up shop in under four weeks, the Brooklinen operations team had to move quickly. Before opening the pop-up in New York’s SoHo neighborhood in November 2018, the Brooklinen team managed both to find the ideal location and centralize its merchandising efforts to deliver the right products to its shoppers. Brooklinen, a direct-to-consumer brand selling luxury bed sheets, pillows, comforters and blankets, had been an online-only seller since its inception in late 2014. Co-founders/husband-and-wife duo Rich and Vicki Fulop launched the company on Kickstarter, and within two years grew it to $25 million in revenue. But in late 2018, the retailer found a “great real estate opportunity that we couldn’t ignore and we had to jump on it,” and decided that it was a necessary move to get a minimum number of viable products in front of its audience.

How Shippers Can Improve Their Relationship With Carriers

Healthy carrier relationships are vital for a reliable carrier network.  Developing a positive relationship plays a significant role in the carrier services provided. Any issues that arise should be addressed to avoid any misunderstanding. Any strain on the relationship could result in delays in the delivery of the shipment and put added stress on customer relations. 

RTP Live! Session: Retailers Not As BOPIS-Capable As They Say They Are

As many as 80% of retailers say they are “omnichannel ready” and frequently point to their buy online/pick up in-store (BOPIS), buy online/return in-store (BORIS) and ship-from-store capabilities as proof. But retailers tend to overstate how efficient these fulfillment strategies are, according to Bill Hardgrave, Provost and SVP of Auburn…

Why Retail Marketers Turn To Behavioral Economics

With the amount of messaging that inundates individuals on a daily basis, it can be frustrating for retailers to make their mark. Here is the problem: retailers spend a majority of their time and resources thinking about what to sell, not necessarily how to sell it. Well, the social science known as “behavioral economics” shows us that how a product is presented to consumers is often the most powerful driver in a purchase decision. Behavioral economics is no longer just taught in college lecture halls; it is now learned by marketers all over the world to help drive growth and increase revenue. Research by Gallup shows that companies that apply the principles of behavioral economics to their overall marketing strategy outperform their peers by 85% in sales growth and more than 25% in gross margin.

RTP Live! Keynote: BJ’s Digital Transformation Goal Was ‘Circle Of Convenience’ For Members

With 217 warehouse clubs and more than 5.5 million members, BJ’s Wholesale Club is best known for its massive brick-and-mortar presence. But when the company brought technology veteran Rafeh Masood on as Chief Digital Officer in June 2017, it was clear that BJ’s wasn’t just looking for an e-Commerce upgrade, it was looking for a chainwide transformation — executed at a rapid pace. During a keynote session at Retail TouchPoints Live! @ RetailX, Masood explained that while his primary goal was “to convince you to shop at,” making that happen involved more than simply connecting BJ’s digital and physical channels. More ambitiously, Masood aimed to create a circle of convenience that connected the club’s members to the products, and also to store associates, through an upgraded mobile experience.

Why 2019 Is The Year Of The Retail Renaissance

The first half of 2019 confirmed that the retail apocalypse many industry experts once predicted is not on the horizon. Instead, we’re in the midst of the next phase of a “retail renaissance,” where customer experience reigns supreme. This shift is evidenced by the creation of innovative store experiences, retailers teaming up with direct-to-consumer (D2C) brands, even better buy online/pick up in-store (BOPIS) incentives and one-day or same-day delivery. Retailers want to make the most of their brick-and-mortar presence while creating unique and memorable customer experiences. For example, Nordstrom recently announced plans to expand Local, its service-centered stores that offer amenities such as online order pickup, tailoring and manicures to drive foot traffic and enrich the in-store customer experience. This strategic concept will likely continue to be leveraged by retailers as the year goes on.

Lowe’s Picks Charlotte, N.C. Location For Global Tech Center

Lowe’s is putting its money where its mouth is as it continues to invest in technology. The retailer will occupy a 357,000-square-foot global technology center in Charlotte, N.C. dedicated to employing 2,000 of the company’s tech professionals. The home improvement retailer is investing $153 million in the project and will occupy 15 of the 23 floors within the tower, which will serve as the “epicenter for the team Lowe’s is hiring to help modernize its IT systems and build future retail experiences,” according to a statement. The tech center will create 1,600 new jobs, with 400 employees relocating from the company headquarters in Mooresville, N.C.

Study: 33% Of In-Store Purchases Start Online — And 25% Of Online Purchases Start In-Store

It shouldn’t surprise anyone that online activity influences consumers’ brick-and-mortar purchases, but the traffic isn’t all one-way. While one in three in-store purchases start online, one in four online purchases start in-store, according to the Month in the Life of a Shopper 2019 report from The Hershey Company. Additionally, the average shopper makes a combined 60 online and offline trips per month across 17 retailers — so capturing a larger share of these trips means maximizing the value proposition in both channels. “First and foremost, it's important to evaluate how you're performing across the core tenets of what we've defined as the shopper value equation: spend, time and experience,” said Tony Mardegain, Director, Retail Snacking Experience Team (ReSET) at Hershey in an interview with Retail TouchPoints. “What is your unique place in shoppers' lives? What are the areas where you're already doing well? Can you lean in further?” ReSET advises against a one-size-fits all approach, but the start of every retailer’s journey is recognizing that overall, 87% of all purchases start online — an environment where shoppers will quickly abandon a retailer if they can’t find what they’re looking for. “Navigation helps consumers browse the digital and physical shelf,” said…

Exclusive Q&A With Scott Emmons: ‘Open Innovation’ Requires Collaboration And Cross-Pollination

Upon leaving his position as Director of the Neiman Marcus iLab, which he founded, to become CTO of retail innovation consultancy Current Global, Scott Emmons noted that the culture of legacy organizations can often hold back the progress of retailers’ internal innovation labs. “For fashion and retail brands to succeed, they need to shift from an internally driven culture to one focused on open innovation with the world’s top technology and talent,” Emmons said in a statement. At Retail TouchPoints Live!, June 25-26 in Chicago, Emmons will expand on the reasons why retailers must focus on “open innovation,” and what makes an agile, nimble retail innovation strategy.

100+ Goodwill Stores Take Merchandise Mobile

More than 100 Goodwill locations across the U.S. will upload secondhand merchandise such as clothing, jewelry and furniture to OfferUp, a mobile marketplace for local buyers and sellers. Via OfferUp, mobile shoppers now can browse their local Goodwill store’s inventory in the app alongside other sellers’ products. 

Exclusive Q&A: Why Digital Success Depends On A Physical Retail Presence

More than half (56%) of digital shoppers say that when buying online, it’s important for the retailer to also have a physical store presence near their home or job, according to Stephanie Cegielski, Vice President, Public Relations at the International Council of Shopping Centers (ICSC). This is just one of many statistics indicating that the combination of e-Commerce with brick-and-mortar offers a host of benefits for both retailers and shoppers alike. The convergence of digital and physical will be the focus of The Halo Effect: The Convergence of Clicks and Bricks at Retail TouchPoints LIVE! @ RetailX, June 25-26 in Chicago. In this exclusive Q&A, Cegielski offers a sneak peek at her session as well as insights into the interrelationship between the brick-and-mortar and e-Commerce channels, including the surprising support for physical retail among Millennial and Gen Z consumers. RTP: What are some ways that the physical side of retail supports online efforts? And how can online best support a retailer’s brick-and-mortar operations? Stephanie Cegielski: We found in our Halo Effect study that when a retailer opens a store in a market, the web traffic for that market increases by 37%. [The store] creates brand awareness and it creates that convenience — it's…

67% Of Retailers Report Higher Revenue After Launching Subscription Services

By design, subscription services are primarily tools for customer retention, but new research indicates they deliver other benefits as well: encouraging shoppers to try additional channels and new product categories, and increasing the spend levels of already valuable customers. These benefits are derived from the way subscription services build relationships between shoppers and retailers, a process Amazon encourages across its offerings. "Everybody talks about Amazon Prime and Subscribe to Save, they talk about Alexa and Dash, and the media speaks about these very disparately and disconnected,” said Greg Alvo, Founder & CEO of Ordergroove in an interview with Retail TouchPoints. “What I think we're seeing is they're all part of the same macro trend and strategy, which is about creating recurring customers, developing relationships with them and making it all about driving frictionless experiences and recurring revenue.”
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