The Week in Retail: Why Becoming an Omni-Channel Brand is Much More than Mirroring your Brand’s Presence Across Channels

//The Week in Retail: Why Becoming an Omni-Channel Brand is Much More than Mirroring your Brand’s Presence Across Channels

Today’s complex consumers are more knowledgeable, connected, empowered and mobile. Capabilities such as being able to shop on mobile devices empower consumers to interact with a brand and consume content when and where they want. eMarketer research found that 81% of US mobile users turned to their devices to research retail items at home or work, before heading to the store. With 145.9 million US mobile shoppers expected this year, the opportunity to reach mobile retail researchers is huge. (eMarketer)

Although the month of August is usually associated with back-to-school, reports are showing that this season has quickly emerged as one of the most prolonged shopping periods. According to a survey conducted by Emnos, for the majority of households that have yet to complete this year’s shopping, 31 percent expect to return to stores for school-related purchases in the late fall (October and November), 39 percent in the early winter (December and January) and 30 percent thereafter. (Retail Customer Experience)

As consumers become increasingly mobile and expect that they can get what they want, when they want it, retailers need to prepare for this mobile mind shift. Forrestor’s framework suggests identifying customers’ mobile moments and then using these results to design the mobile engagement in a way that’s easy for customers to interact. To support the experience, retailers need to align their platforms, processes and people and monitor performance to collect insights that will be used to improve the customer experience. (Forrestor)

As the retail industry becomes more competitive, retailers are doing everything they can to offer their customers unique experiences. E-commerce jewelry company, Bauble Bar is differentiating itself by incorporating video conferencing technology into its customer service. The interactive platform enables customers to interact with and request personalized styling from a stylist through in-browser chat. Stylists can quickly put on the jewelry and show them different looks and can even use a close-up camera to give customers a clear view of the different stones, construction and colors. (PSFK)

Becoming an omni-channel brand is much more than mirroring your brand’s presence across every channel. It’s about focusing people, process, and technology around the modern, multi-screen customer. Retailers who succeed in omni-channel retailing understand their customers’ behaviors across all interactions and reaches them with the right information in the channel that will have the biggest impact. (Direct Marketing News)

 

2014-10-03T08:46:01+00:00