Retail brands, with their ample stores of transaction data, are leading the way in integrating social media, mobile commerce, and new geolocation technologies for a real-world consumer experience. Call it SoLoMo (social/local/mobile), consumer convergence, or something else, but this terrific trio is putting an end to the talk about "omnichannel" that replaced "multichannel" talk earlier in this decade.
Omnichannel growth for the holiday season was 3.5%, below our 4% forecast but above what many predicted. Growth in digital sales slowed to 12% to 15% despite record sales from mobile devices. The implications for retailers remain unchanged: To win, they have to deliver new omnichannel experiences that delight their customers.
If you have any doubts, just wake up and think about it. It’s a win-win for both Jeff “Get Big Fast” Bezos and Eddie “Take the Money and Run” Lampert. Amazon gets roughly 2400 US stores (or “buildings”), overnight (1300 Sears, 1100 Kmart). The acquisition becomes Bezos’ answer to omnichannel and the proven revenue synergy of consumers’ ability to shop online and off; the convenience of proximity for pick up and returns; and facilitation of even greater delivery speed. So just as Walmart’s 4500 stores double as distribution centers, so would Amazon’s acquired Sears/Kmart stores.
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