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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.

Exclusive NYC Tour: The First Nordstrom Men’s Store

  In this edition of TouchPoints TV, Retail TouchPoints Senior Editor Glenn Taylor chatted with Shea Jensen, Senior VP of Customer Experience at Nordstrom, to understand the innovations at the first-ever Nordstrom Men’s store, located on the corner of 57th and Broadway in New York City. The three-level, 47,000-square-foot store, which opened in April 2018, joins two off-price Nordstrom Rack stores in Manhattan. Nordstrom is just getting started, however: the retailer will open a 320,000-square-foot full-line store across the street from the Men’s store in Fall 2019.

How Technology Is Improving The Courier Industry

These days, technology is having a profound effect on the business world, making professional life easier and more productive. IoT technology specifically is revolutionizing several industries, including courier dispatch. For any courier company, staying ahead of deliveries is the key to producing happy customers. But with the current situation of vague five-to-eight-hour delivery slots, it’s hard to do so. That’s not to mention the boom in e-Commerce that is adding a lot more deliveries that need to take place.

The Case For An Updated Focus On Customer Lifetime Value

Today’s marketers have lots of tools for measuring individuals’ Customer Lifetime Value (CLV). Companies like Adobe and Salesforce, along with platforms like Facebook and Google, offer data, analytics and technology to “make each customer visible to us,” said Peter Fader, the Frances and Pei-Yuan Professor of Marketing at The Wharton School, during the recent Sourcing Journal Summit. “The differences [between customers] are staring us in the face,” Fader added. “And not only are customers vastly different from each other, but their lifetime value varies by orders of magnitude.”

Design Thinking For Retail Innovation

Having worked with the retail industry day in and day out, I have come to terms with the constant transformation that takes place in this world. However, the virtues that can hold the focus of your customers are ‘quality’ in quantity, ‘personalization’ between the usual, and ‘innovative value’ out of the molehill which is a constant amidst all the transformative change. Many a time, however, technology leaders fall short of asking the right questions to their business counterparts for a profitable quarter. After contemplating I realized that what they could be missing is ‘empathy.’ It is predicted that the year 2018 is the year of ‘Digital Transformation through empathy.’ And Incidentally, we do have a powerful framework at hand — the much talked about Design Thinking methodology, which allows you to empathize with your customers to find out their real need before creating something for their adoption.

The Snuggle Bugz Baby Formula: Abundant Content Builds New Parents’ Confidence

There’s no shortage of advice for parents, particularly first-timers. In fact, it’s all too common for new moms and dads to suffer from a bad case of information overload. Retailers in this space want (and need) to be perceived by shoppers as trusted advisors, so it makes sense that the corporate mission of Canadian baby retailer Snuggle Bugz is to give confidence to customers navigating parenthood. Fulfilling that mission means providing plenty of solid content, both about the products it offers and other parenting issues. Unfortunately, the retailer’s old e-Commerce platform was causing a confidence gap between its in-store and online customer experiences. “Our stores are beautiful, and people can get all the information they need there,” said Sharron Vanderbeek, Director of E-Commerce at Snuggle Bugz, noting that the average employee spends more than 100 hours in product knowledge training each year.

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.
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