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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.

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.

Study: 56% Of Shoppers Say Black Friday Offers Best Deals, But Cyber Monday Really Opens Wallets

  • Published in News Briefs
While shoppers have spread out their holiday spending across Thanksgiving weekend in recent years, Black Friday remains at the top of the shopping totem pole, with 116 million people making purchases that day, according to National Retail Federation (NRF) and Prosper Insights & Analytics. What’s the reason? More than half (56%) of…
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Exclusive Q&A: Navigating The Suddenly Crowded Grocery Delivery Landscape

Grocery delivery is continuing to shake up the supermarket industry, and Amazon’s presence is only amplifying the disruption. Retailers seeking to compete in this highly competitive space must choose between using third-party solutions or handling operations in-house. They need to, carefully consider the pros and cons of each to ensure they roll out a platform that will both please their customers and provide them with acceptable margins, according to Jack O'Leary, Senior Analyst at Edge by Ascential (formerly PlanetRetail RNG).

Albertsons Pilots Automated Online Fulfillment With In-Store Robotics

Albertsons Cos. has big plans to automate fulfillment for local online grocery orders — and it all begins with a micro-fulfillment pilot concept powered by AI-enabled robots. The grocery giant entered a trial with Takeoff Technologies, unveiling the partnership at the Groceryshop conference in Las Vegas. Albertsons has not revealed the store where the pilot will take place, and at this point there is no timeline for how long the pilot will last or any indication of further expansion plans.

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.
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