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MULTICHANNEL MERCHANT » ARCHIVES FOR
The brands we love most seem to get attention for not trying to get attention. Don’t get me wrong – they market too – but they do it in a likeable way, instead of acting like narcissistic teenagers. They don’t treat humans like clicking machines.
Some Fortune 500 companies are waking up to discover that millennials no longer care for their products. And unfortunately, some companies have also misdiagnosed why they are alienating this demographic.
When people are willing to hand over data about their heart, sleep cycles, medications, diet and exercise, why can’t retailers collect data without seeming creepy?
Your customers are not machines. You can target, track and acquire them, but you’re still dealing with conscious, emotional organisms. So how do you honor your customer’s humanity? In a world overloaded with choices, content and reviews, in what practical ways can you guide how customers relate to your brand?
In this new omnichannel world, what becomes of the retail store and the decaying shopping mall? Will the web win out and traditional stores vanish?
Failing to fulfill customers’ orders in a timely fashion can spell disaster for retailers of any size. Delivering products late can kill sales, batter your reputation and destroy customer loyalty. It can also squander all of the time, money and resources you spent acquiring new customers. Which is exactly why merchants need to remember that the customer experience journey doesn’t end with a sale.
With the threat of showrooming waning, retailers are facing a new challenge: webrooming. This poses a threat to retailers if people webroom on their sites, but purchase at a competitor’s store. But the practice can also be an advantage for retailers if they can find ways to lure webroomers to their own stores.
What will retail look like in 2014? Contributing writer Jonathan Levitt sees two major emerging trends occurring in the New Year: the rise of the ubiquitous shopper and wide-scale retail automation.
Pundits who predicted the death of traditional retail clearly spoke too soon. A year ago, it seemed inevitable Amazon would take over the world. Industry watchers predicted retailers like Best Buy and Target, with their overhead of physical stores, would soon lose the ecommerce battle. Here is why omnichannel strategies are helping retailers regain ground.
Smart retailers have been preparing for Holiday 2013 for months, putting new omnichannel shopping experiences in place to entice customers to their sites and stores. Done right, online-offline initiatives – such as in-store pickup, mobile apps, and in-store kiosks – herald a rebirth of retail. But done badly, omnichannel programs alienate shoppers and damage your brand.
by George Chang
Posted 3 days ago
Posted 3 days ago