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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.

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.

Roots Provides Shopping Centers With Consistent Yet Localized Marketing Campaigns

Shopping centers often promote their retailers’ marketing campaigns via various digital and physical channels to drive traffic and sales. While retailers generally pay for shopping center marketing as part of their lease agreements, they often don’t take advantage of these offerings due to the difficulties of communicating with representatives at every complex. James Connell, VP of E-Commerce and Customer Experience at Roots, a Canada-based outdoor lifestyle retailer, noted that while his company recognized the value of advertising correct promotions, hours and store details at every location, it was getting cumbersome to communicate campaign directives to each individual store.

Feelunique Reaches 1 Million+ Shoppers With Word-Of-Mouth Referrals

With a global community of more than 1.3 million shoppers, Feelunique, a UK-based online beauty and cosmetics retailer, is leveraging this vast following and turning them into powerful brand advocates. Having already introduced a loyalty program, a social media influencer program and a monthly product sampling offer, Feelunique sought to provide a platform where shoppers could easily share their positive experiences with friends and family. Feelunique has more than 130,000 daily site visits and sells more than 30,000 products from 500 brands. Nearly two thirds (65%)of sales come from the very social demographic of global Gen Z and Millennial shoppers under the age of 35. With 61% of women likely to recommend a beauty brand to a friend or family member, according to Ben Van Pelt, Marketing Manager at Feelunique, the decision to implement a referral marketing program made perfect sense for the company.

Walmart Expands Handy Installation Services To Online Shoppers

  • Published in News Briefs
Walmart shoppers buying electronics and appliances online will soon be able to add on assembly and installation services provided by Handy. The offering debuted this week, with plans to roll it out nationwide through September, according to Bloomberg. The retail giant first partnered with the in-home services company in March…
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How Retail CIOs Can Become Technological Trailblazers — While Still Managing Expectations

2018 is a particularly trying time for the typical retail CIO. Those with physical stores are hard at work figuring out how to integrate a seamless end-to-end purchasing journey that delivers the best possible customer experience, while remaining cost efficient and managing the expectations of the board. There seems to be little doubt that one of the keys to achieve success as a retail CIO lies in adopting innovative new technologies. Digitization of the physical store is paramount for the future and many of these solutions have the agility and flexibility to enable exciting new in-store experiences, enabling retailers to differentiate themselves from the competition.

Paper Source Expands ‘Return Bars’ Service To All 125 Stores

  • Published in News Briefs
Happy Returns, which offers a combination of software, services and logistics for returning items purchased online, will place its “Return Bars” in all 125 Paper Source stores by the end of September. The chainwide expansion follows an 18-store pilot program that began in March 2018 in Chicago and Los Angeles.…
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Q2 Growth At Walmart, Target, TJX Hints That Retail’s Woes Are In The Rear-View Mirror

In 2017, the stories of retail bankruptcies, store closures and the decline of department stores conveyed a bleak outlook for the state of retail, giving rise to the term “retail apocalypse.” But one year later, it appears the industry has gone a long way toward righting itself, with some of retail’s top players leading the way in Q2. Walmart, Target, The Home Depot and TJX all had excellent financial quarters, with the troubled department store sector even experiencing a slight bounceback (excepting JCPenney) on the strength of continued reinvestments. Urban Outfitters, the biggest winner of Q2, is something of a surprise. The retailer’s success showed that fashion and apparel can perform if fast inventory churn and low markdown rates are executed properly.

Old Navy Brings Plus-Size Shops To 75 Stores

  • Published in News Briefs
Providing a brick-and-mortar outlet for what had previously only been available online, Old Navy will debut Plus shops in 75 stores. These dedicated departments will be located on the women’s floor and feature Plus-specific mannequins, marketing photography and signage. Additionally, Old Navy will offer free shipping for Plus collection items…
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Retail Remix Of 'Love Will Keep Us Together’: Takeaways From Etail East

Retail today is all about getting the customer to fall in love with products and brands. In personal relationships and in retail, love is complicated and must be nurtured. In retail that means delivering unique and compelling experiences; personalized messaging and offers; and relevant marketing and communications — consistently across all channels. When thinking about writing this article, I could not get this song out of my mind: "Love Will Keep Us Together," from 1975 by Captain and Tennille. Yes, I’m dating myself, but indulge me for a few minutes and listen to it. It pretty much lays out the strategy retailers should be thinking about as they are planning new customer strategies and technology implementations. During the 2018 eTail East event in Boston this month, many conversations and presentations were focused on how to win the hearts and minds of consumers. Clicktale, which offers Experience Analytics solutions, is working with a cognitive psychologist to better understand customer behavior in the digital world. Liraz Margalit, PhD has conducted studies covering the “Mobile Mindset” triggered by smartphone use; “Stress Shopping,” and “Emotions in the Digital World.” She explained: “Emotions are a gateway to our memory” about a brand. So how are retailers…

Exclusive Q&A With New Jet.com President

Food and New York City are the primary near-term focuses for Jet.com, as the shopping site homes in on an improved user experience and better delivery options. Simon Belsham, recently named President of Jet.com, explained the company’s strategies during a keynote presentation at the eTail East event in Boston, followed by a 1:1 interview with Retail TouchPoints. In the exclusive Q&A, Belsham, who joined Jet.com as President in March 2018, talks about the future of Jet.com, the new Jetblack personal shopping service, the site’s integration with Walmart, and how a hyper-focus on food will help the company move to the next level.
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