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Omni-Channel Shoppers: An Emerging Retail Reality

Omni-Channel Shoppers: An Emerging Retail Reality | OMNICHANNEL | Scoop.it

Retail marketing is changing. Today, success means connecting with your most important customer: the omni-channel shopper. Here we detail the three ways retailers can reach this shopper by measuring behavior, providing localized information, and creating the right organizational structure.

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Lancôme To Deliver Omnichannel Personalisation

Lancôme To Deliver Omnichannel Personalisation | OMNICHANNEL | Scoop.it

Beauty brand Lancôme has partnered with RichRelevance, an omnichannel personalisation specialist, to deliver a breakthrough in online beauty – a complete, personalised look tailored to each shopper based on their individual preferences and Lancôme’s expertise.

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Online And Offline Hold Strong Influences On One Another

Online And Offline Hold Strong Influences On One Another | OMNICHANNEL | Scoop.it

Digital showrooms cannot offer the same attributes as physical stores, but online searches drive in-store traffic, according to a professor from Wharton at eTail West Feb 19.
 

Consumers want to have the ability to search online and understand the details of a product, but typically also want to be able to go to a store and try it on or feel the product before making the plunge to purchase. The Internet is largely manipulated by the physical world, so understanding a consumer’s location and local influencers can change the way in which marketers reach specific shoppers.

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Are You Ready For The Customer-Driven, Omnichannel Revolution?

Are You Ready For The Customer-Driven, Omnichannel Revolution? | OMNICHANNEL | Scoop.it

The automatic link between shopping and walking has been irrevocably broken. Today, shopping means a great deal more, both in terms of how you do it (adding in mobile or online) and where you do it (at home or on the road).

Technology has brought a proliferation of customer touch points with mobile placement, social media, in-store messaging, and other Internet-capable displays such as screens at gas pumps. Retailers are slowly learning that they need to reach out across multiple channels simultaneously in order to be heard above all the noise, according to this Oxford Economics Report.

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Johnnie Walker Aims To Increase Digital Interactions Through Stand Alone And Airport Boutiques

Johnnie Walker Aims To Increase Digital Interactions Through Stand Alone And Airport Boutiques | OMNICHANNEL | Scoop.it

Scotch whisky-maker Johnnie Walker is aiming to increase digital interactions with wealthy spirits drinkers through the introduction of “Johnnie Walker House — World of Privileges.”
 

Johnnie Walker House is a series of stand alone and airport boutiques dedicated to the whiskies distilled by Johnnie Walker. Located mainly in Asia, the Johnnie Walker Houses are designed to inform consumers about the brand’s products, while the new digital component will serve as a membership rewards program.

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Victoria’s Secret's Catalog Gets A Mobile Boost For Valentine’s Day

Victoria’s Secret's Catalog Gets A Mobile Boost For Valentine’s Day | OMNICHANNEL | Scoop.it

Lingerie brand Victoria’s Secret has added a new component to its digitally enabled catalogs that entices consumers to take a quiz to see their ideal bra size, type and fit, boosting its mobile merchandising capabilities in time for Valentine’s Day.
 

For years, retailers have incorporated mobile elements to their print catalogs to offer second-screen experiences and entice shoppers to dive deeper into their brands. Victoria’s Secret is bumping up this effort with an easily accessible quiz that offers more than merely additional content.

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Ecommerce Provides A Testing Ground For Bricks-And-Mortar Expansion

Ecommerce Provides A Testing Ground For Bricks-And-Mortar Expansion | OMNICHANNEL | Scoop.it

Global expansion requires a balance of physical and digital, said a Belstaff executive at the NRF Retail’s Big Show 2015 on Jan. 12.
 

Ecommerce and social media offer brands an opportunity to test the waters in new markets, allowing them to see how much traction they have with consumers there. In turn, bricks-and-mortar boosts online commerce sales, rounding out a brand’s presence in a particular country.

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Selfridges Rise Shows Omnichannel Is Key

Selfridges Rise Shows Omnichannel Is Key | OMNICHANNEL | Scoop.it

Selfridges was recently named luxury retailer of 2014 for successfully branding itself a shopping and entertainment destination. Luxury Daily praised its in-store events, digital games (where customers could play the sales associate role), and new online store (relaunched in October).
 

In L2’s Digital IQ Index®: Department Stores, Selfridges fell in the Average category but impressed with omnichannel capabilities. In addition to offering in-store pickup as a convenience, Selfridges made in-store pickup mandatory for Cartier items to drive consumers in-store for a retail experience (and potentially other purchases). The department store brand aggressively promoted its in-store pickup during the holidays and installed drive-through pickup in 2014.
 

Selfridges is one example of Department Stores’ aggressive recent investments in click-and-collect, especially in Europe. Fifty-three percent of brands in L2’s Department Store study offered in-store pickup in 2014, up from just 36% in the previous year.

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Jewelry Brands Adopting DTC, Online Appointments

Jewelry Brands Adopting DTC, Online Appointments | OMNICHANNEL | Scoop.it

L2 released this week the fifth annual Digital IQ Index®: Watches & Jewelry study, which finds direct e-commerce has risen among brands tracked by L2 since 2010, as well as online-to-offline features such in-store pickup and appointment booking.
 

In-store pickup adoption has jumped in the past year; 11% of Watches & Jewelry brands (tracked since 2010) offered the service in 2014 vs. just 4% of brands in 2013. Now a quarter of brands in the subset allow visitors to arrange an appointment online (vs. just 18% in 2013), suggesting an industry-wide push towards facilitating omnichannel experiences.

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How Does Digital Impact The Local Retailer?

How Does Digital Impact The Local Retailer? | OMNICHANNEL | Scoop.it

Many local retailers think that the rise of digital has lead to a downturn in business, suggesting that they can’t compete with the online shopping experience. But according to a recent study commissioned by Google, digital can in fact enhance your business, if used properly.


In ‘The 3 New Realities of Local Retail’ Google outlines three key findings:

  • Digital drives in-store traffic
  • Smartphones are in-store shopping assistants
  • Omnichannel shopping deserves omnichannel measurement.
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Omnichannel Role Models: Walmart, Home Depot, Macy’s

Omnichannel Role Models: Walmart, Home Depot, Macy’s | OMNICHANNEL | Scoop.it

Recent studies suggest that brands should improve shoppers’ browsing experience, even if it does not lead to immediate online conversion. Those who browse online and head to the store generate four times the sales of an online-only shopper, and web-influenced sales (starting on a digital channel and ending in-store) will account for 59% U.S. retail sales by 2018. Yet most brands either focus heavily on e-commerce without driving consumers to stores, or encourage in-store shopping and offer no e-commerce option. Exceptions in L2’s Digital IQ Index®: Big Box are omnichannel role models Sears, Home Depot, Walmart, Target, and Macy’s.

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Marks And Spencer’s Three Steps To Digital Transformation

Marks And Spencer’s Three Steps To Digital Transformation | OMNICHANNEL | Scoop.it

“Along with being the prime minister and running the BBC, people think that they can do a better job running M&S than the people doing it right now.”

This comes from Laura Wade-Geary’s keynote speech at last week’s Festival of Marketing.
 

Laura Wade-Geary is the executive director of multichannel at Marks and Spencer and has managed to spearhead major digital transformation for the 130-year-old retailer.
 

Here is some insight from the talk in regards to the three major challenges her team faced.

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Physical And Digital Blending Must Be Balanced

Physical And Digital Blending Must Be Balanced | OMNICHANNEL | Scoop.it

Physical and digital campaigns can no longer be separate, but must instead be intertwined to attract the attention of consumers on multiple platforms, according to a session Nov. 5 at ad:tech New York 2014.
 

According to the “Physical and Digital = The New Creative Palette” panel, the integration of the physical and digital will result in higher rates of consumer interaction for a particular campaign. The recipe for combining the two platforms can be complicated, but with the right amount of action from each side, brands can find the balance between the physical and digital.

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Use This Model To Evaluate Your Omnichannel Strategy

Use This Model To Evaluate Your Omnichannel Strategy | OMNICHANNEL | Scoop.it

The world of marketing has become incredibly complex and fragmented, and in order to stay competitive marketers need to master omnichannel marketing. This is no easy task.


An omnichannel strategy is one that puts the customer in focus, drives engagement through personalization and provides a unified view of the ROI delivered. A new study from Neustar surveys leading marketers about whether they are delivering a true omnichannel experience or not. The result is an Omnichannel Maturity Model that helps marketers assess their progress and success using explicitly measurable steps. The results of the study will be presented in detail during Neustar's upcoming webinar on March 25th.

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Why Physical Stores And Brands Still Matter

Why Physical Stores And Brands Still Matter | OMNICHANNEL | Scoop.it

The difficulties of troubled retailers like Best Buy, Sears, JC Penney, recently high-flying Abercrombie & Fitch, and now, RadioShack, are all cited as evidence of the long predicted “retail death spiral.” So are stores really temples of doom?

The impressive growth of many other retailers such as H&M, Zara, Ikea, and, of course, Apple, seems to tell a different story. And there is the trend of formerly pure-play e-commerce retailers like Warby Parker, Bonobos, Indochino, Boohoo.com, and BaubleBar, which are all now experimenting with brick-and-mortar retail.

Google, inspired by Apple’s $10 billion, 400 store success, is also said to be close to launching a retail concept. This type of interactive store would, of course, allow customers to engage with Google devices, like Google Glass, smartwatches, phones and tablets. But perhaps more importantly, the store would also allow Goggle to forge the vital link between hardware and software, creating an appealing integrated ecosystem – a key element of Apple’s success – which was realized at retail. And the most striking example of the vitality of the physical retail channel is the elephant in the room: e-commerce behemoth Amazon is bound to open brick-and-mortar stores sooner than we think.
 

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Managing Omnichannel And Digital Initiatives As A Portfolio

Managing Omnichannel And Digital Initiatives As A Portfolio | OMNICHANNEL | Scoop.it

Retailers operate in a physical and digital world with many interconnected touch points. Shop.org indicates that in 2013, about half of U.S. retail sales were somehow influenced by online touch points and marketing tools.[1] However, as consumers embrace new technology and demand seamless customer experiences, retailers are finding it hard to keep up. Fifty-one percent of retailers admit that “consumer expectations outpace our ability to deliver cross-channel experiences.”
 

To meet the needs of consumers by engaging and delighting them across all touch points, retailers must manage omnichannel and digital initiatives as a portfolio. Doing this will help retailers gain alignment and focus on the right things.

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Omni-Channel Strategies Get You Digital Ubiquity But Not Digital Relevance

Omni-Channel Strategies Get You Digital Ubiquity But Not Digital Relevance | OMNICHANNEL | Scoop.it

CMOs are prioritizing mobile customer experiences because they have to. Mobile is after all only becoming more pervasive in the digital customer journey. Accordingly, CMOs have widely accepted a “mobile first”-design mindset when approaching campaigns and other important digital initiatives. But what does mobile first mean? New research suggests that mobile first design might be just the beginning of a complete mobile renaissance.

 

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Bain: China’s Luxury Revolution Calls For Omnichannel Approach

Bain: China’s Luxury Revolution Calls For Omnichannel Approach | OMNICHANNEL | Scoop.it

As mainland China’s luxury market remains in slowdown mode thanks in part to a growing number of Chinese consumers buying goods through alternative platforms, a new Bain study argues that an omnichannel approach fusing digital technology with traditional retail is one of the best ways for brands to respond.
 

The global consulting firm’s annual study on China’s luxury market released this week provided further evidence that tastes and purchase platforms have been diversifying as the mainland market shrunk by 1% in 2014. With an approximate value of 115 billion RMB (around US$18.5 billion), the market’s decline wasn’t just caused by China’s anti-corruption campaign and economic slowdown, but also by rapidly evolving consumer preferences. In a survey of 1,400 Chinese luxury consumers, it found that they’re become increasingly interested in niche brands and experiential luxury while searching for ways to avoid China’s import tariffs — which often include buying outside the country or through third-party agents.

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Why Nordstrom’s Digital Strategy Works (And Yours Probably Doesn’t)

Why Nordstrom’s Digital Strategy Works (And Yours Probably Doesn’t) | OMNICHANNEL | Scoop.it

Between 2004 and 2014, Nordstrom made an extraordinary series of investments, each aimed squarely at that same purpose of providing a fabulous customer experience. First came a new point-of-sale system that included personal book software so that salespeople could track individual customer requests and needs online. This was followed in quick succession by the launch of an innovation lab, the creation of Nordstrom apps, the introduction of popular social apps that created buzz as well as mobile checkout, support for salespeople texting, and ultimately the acquisition of a cloud-based men’s personalized clothing service.
 

Nordstrom havs not only introduced new channels, but also integrated them in ways that empower employees and customers. Since Nordstrom.com and the Nordstrom app are integrated with the inventory management system, customers can find what they want in one place and have it delivered from somewhere else to a third place. Nordstrom’s engagement with popular social apps, like Pinterest, extends what Nordstrom’s employees know about their customers’ preferences. Items popular on Pinterest are tagged with a red tag bearing the Pinterest logo and prominently displayed in the store, linking their online and offline worlds. Their employees, famous for providing customer service, are now armed with information not only about what a customer has bought in the past, but what they like, and even what they shopped for but could not find. Mobile checkout makes it easier than ever for any employee to see a customer through the payment process and thank them, rather than sending them to a cash register.

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Why Are So Few Retailers Achieving True Omnichannel Functionality – And Is It Even Possible?

Why Are So Few Retailers Achieving True Omnichannel Functionality – And Is It Even Possible? | OMNICHANNEL | Scoop.it

In an ever-changing retail environment, retail organizations need to evolve continuously to meet the shifting demands and preferences of their customers.
 

While the retail industry is constantly abuzz with the term “omnichannel,” many retailers still struggle to attain industry-leading, unified retail experiences. And considering the fact that customers who shop across multiple channels spend, on average, 3.5 times more with that retailer, there is a strong economic incentive for retailers to change their approach.

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Top 10 Luxury Multichannel Efforts Of 2014

Top 10 Luxury Multichannel Efforts Of 2014 | OMNICHANNEL | Scoop.it

Increasingly, the lines between digital, physical and mobile are blurred to create imaginative and deep campaigns.
 

From augmented reality to user-generated content, ranging from video to shared imagery via Instagram, consumers are able to interact with brands on a level not seen before. Throughout 2014, luxury houses fine-tuned these strategies by combining in-store and digital initiatives with sweeping out of home displays, web-based content with downloadable takeaways and more, but maintained the allure associated with their brand’s wares.
 

Here are the top 10 multichannel efforts from luxury brands of 2014.

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Fashion’s Omnichannel Strategy: Mostly Lip Service

Fashion’s Omnichannel Strategy: Mostly Lip Service | OMNICHANNEL | Scoop.it

In this new video, L2 researcher Leslie Elder says even though adoption of omnichannel features has increased among fashion brands, the category is largely paying lip service to the term. For example, while 25% of brands in the Digital IQ Index®: Fashion have at least one omnichannel feature just 10% are using them in combination. Stella McCartney and Coach have truly integrated their online and in-store inventory while other brands continue to use workarounds.

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5 Ways E-Commerce Retailers Are Moving Offline

5 Ways E-Commerce Retailers Are Moving Offline | OMNICHANNEL | Scoop.it

E-commerce companies like Amazon have built their brands into powerhouses online. Amazon, for example, has approximately 260 million active customer accounts worldwide. But as the distinction between online, mobile and real-world commerce evaporates, even digital-first brands are making their mark in the real world.
 

“Consumers today want to be able to get to brands whenever and wherever they want, be it online and in the real world,” said Allen Adamson, managing director of branding firm Landor Associates in New York.

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Farfetch Launches New Click-Collect Service

Farfetch Launches New Click-Collect Service | OMNICHANNEL | Scoop.it

LONDON, United Kingdom — More than 100 independent clothing boutiques from New York to Stockholm are teaming up to offer click-and-collect services for the first time. Farfetch.com, an Internet portal through which in excess of 300 luxury fashion shops sell online, is today introducing a service that allows shoppers to place an order for apparel and accessories with one of its retailers and collect it from another potentially thousands of miles away. The effort is the latest example of what consultant Bain & Co. has coined “digical,” or the fusion of digital and physical distribution. 

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Retailers Struggling To Connect Cross-Channel Dots: L2

Retailers Struggling To Connect Cross-Channel Dots: L2 | OMNICHANNEL | Scoop.it

Consumers are becoming surgical with their time in stores and online, making slip-ups by retailers reverberate further than they once did, according to a new report by L2.
 

Mobile is becoming the preferred channel for consumers scouting out purchases, but few of them actually convert on smartphones. Despite this tendency, retailers are making it difficult for consumers to leverage mobile the way they want, which can end up diverting sales elsewhere.

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