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.

Lionel Trains Engineers Sales And Service Improvements With E-Commerce Upgrade


The biggest name in toy trains now has its e-Commerce operations running on the same track as the rest of its business. Lionel’s switch to an e-Commerce platform equipped with pre-sale functionality and better integration with its back office systems earlier this year has resulted in a 12% year-over-year sales boost, plus an improved user experience for both customers and Lionel’s line of business executives.

The company’s e-Commerce upgrade involved both its iconic model train division and Lionel Racing, which makes die-cast versions of NASCAR racing cars. This division, purchased in 2010, accounts for approximately one-third of Lionel’s total sales.


Money20/20 Founders Launch Next-Gen Commerce Event: Shoptalk

ecommerceAiming to cover the many technologies and trends reshaping how consumers discover, shop and buy, the founders of Money20/20 are launching Shoptalk, a conference and exhibition scheduled to debut May 16-18, 2016 at the Aria in Las Vegas. With $2.5 million in funding from strategic investors, the event is projected to attract more than 2,000 attendees, including hundreds of CEOs.

"Retail is being disrupted by a wide range of new commerce models and innovative technologies," said Shoptalk Chairman Anil Aggarwal in an interview with Retail TouchPoints. "Some of them – for example, those whose ultimate proposition is selling products within the context of providing services – barely even resemble traditional retailers. Yet they have profound impacts on consumers' discovering, shopping and buying and, as a result, on the retail industry.


In Largest Ever Tech Deal, Dell Buys EMC For $67 Billion

MichaelDellAt a time when other technology companies such as HP and eBay are making themselves smaller by spinning off divisions, Dell and EMC are combining to create a technology giant that will have estimated annual revenues of more than $80 billion. The company will sell a wide variety of both consumer and IT products including PCs, mobile technology, servers and data storage technology and virtualization software.

The $67 billion transaction, being called the largest technology deal of all time, will result in a combined company that is privately held, as Dell currently is. However, the virtualization software manufacturer VMware, in which EMC has an 81% stake, will remain as an independent publicly traded company. EMC shareholders will receive $24.05 per share in cash in addition to tracking stock linked to a portion of EMC's interest in the VMware business.


RetailNext Acquires Pikato To Enable Personalized Mobile Engagement

2RetailNextPikatoOn the heels of receiving $125 million in funding in the spring of 2015, RetailNext has acquired Pikato, a cloud-based integrated mobile marketing solution designed to personalize the customer experience. The Pikato solution has been deployed in more than 4,000 stores, reaching millions of users, noted Alexei Agratchev, CEO of RetailNext, in an exclusive interview with Retail TouchPoints.

Using Pikato, retail customers have experienced an 8X increase in coupon redemption, 2X increase in basket size, and a 10% boost in profit margin, according to the press release announcing the acquisition. The combination of the two solutions is set to "bring in-store analytics to life," said Jesus Sanchez, CEO and co-founder of Pikato.


JCPenney CEO: 'It All Happens In The Store'

Marvin Ellison JCPenneyAfter officially stepping into the challenging role of JCPenney CEO in August 2015, Marvin Ellison is poised to bring success and renewal to the iconic retail brand. Ellison previously spent 12 years at Home Depot and 15 years at Target. He accepted the JCPenney position one year ago, in October 2014, following a tumultuous few years at the company.

Ellison has a big hill to climb at JCPenney. In 2011, former Apple executive Ron Johnson took over and initiated a failed attempt to completely transform the company's brand image, then Mike Ullman returned to the company to try to turn the tide. Ullman is now serving as the Executive Chairman of the Board for one year.


WHSmith Streamlines Business Operations For International Franchise Partners

5WHSmithWHSmith, a UK-based chain selling books and stationery, has launched a cloud-based, B2B online commerce system on NetSuite SuiteCommerce to support its franchise growth. In running SuiteCommerce, WHSmith can deliver brand experiences across multiple touchpoints, from a single unified commerce platform that provides visibility into business and customer data.

With SuiteCommerce, WHSmith can provide a secure commerce system for its franchise partners and wholesale partners across the UK, Europe, the Middle East, Asia and Australia. The platform is designed to enable these partners to manage payments, review order history and account details, and request refunds and returns from a password-protected online environment.


Finish Line Goes Omnichannel in Epic Fashion

Finish Line has launched a new brand initiative designed to reach across all touchpoints, including online, social media and brick-and-mortar stores. Epic Finish will deploy digital content such as videos, media ads and photography featuring initial celebrity partners NBA player Anthony Davis and rapper Big Sean as the retailer seeks to make itself a primary destination for millennial and Gen Z consumers to buy sneakers and related apparel.

“Epic Finish will be visible and integrated across all touchpoints, giving us the opportunity to inspire and engage our customers on an ongoing basis,” said Imran Jooma, Chief Omnichannel Officer and EVP at Finish Line. Epic Finish “is not a campaign. It’s not a tagline. It’s an emotional connection point for our consumer to directly connect with the Finish Line brand.”


Thought Leaders Unveil Top Strategies Through #RSPS15 Web Series

As the holidays get closer, retailers know they must execute their plans flawlessly throughout all channels if they hope to reach their internal goals and meet high customer expectations.

To gain insights on how to optimize planning and execution going forward, more than 1,100 registrants attended the Retail TouchPoints Retail Strategy & Planning Series from Sept. 21-25, 2015. #RSPS15 included nine webinars that shared tactical tips, insights, metrics and trend data necessary for retailers as they build out their strategies for 2016.


Personally Perfect: How Individualized Value Explodes The World Of Retail Potential

a VP ThoughtWorks
There’s no debating that a great experience inside the retail store is a genuine joy. Shopping, whether it’s at a brick-and-mortar store or on an e-Commerce site, can be a lot of fun. But shopping is far from the only joy or challenge in life, so retailers that want to differentiate themselves and delight their customers need to think about the broader context of customers’ lives.


51% Of In-Store Shoppers Are Interested In Location-Based Services

As consumers become more digitally connected and savvy, they expect their favorite retailers to provide highly relevant and personalized experiences — especially while they’re shopping in stores. In fact, 51% of consumers said they would use location-based coupons in stores, according to research from Zebra Technologies. Nearly half (45%) would use location-based shopping maps in the store, and 41% would use location-based associate assistance.


How Retailers Can Tackle Cross-Border Commerce

The proliferation of omnichannel retailing has empowered consumers to buy from their favorite brands and retailers at any time and use their preferred channels. Thanks to e-Commerce, consumers now have the ability to browse and buy from retailers around the world.

As a result, total cross-border shipping is expected to skyrocket from $80 billion in 2014 to $330 billion by 2020, according to the UPS Global Pulse Of The Online Shopper Study. In fact, global shoppers surveyed in the study said that they made 24% of their purchases with online retailers outside of their own country. These behaviors confirm that more consumers are able to access retailers regardless of location and, in turn, are eager and willing to buy from brands that are not local to them.


Nordstrom And Neiman Marcus Named ‘Omnichannel Leaders’ In L2 Report

Retailers across product categories are focusing strategically on integrating their business divisions and improving their omnichannel customer experiences.

Of all retail players, L2 spotlighted Nordstrom and Neiman Marcus as omnichannel leaders in a new report. The research firm also highlighted other industry players for their efforts. In the luxury category, Gucci and Louis Vuitton had significant omnichannel gains in 2015, largely driven by their e-Commerce efforts. Mass retailers Walmart and Best Buy, meanwhile, were recognized for their efforts to drive in-store traffic and engagement.


Google To Test Grocery Delivery Later In 2015

Over the next few years, the online grocery industry is expected to surge. Currently worth $10.9 billion, the online grocery market expected to grow 9.6% annually through 2019, according to IBISWorld.

Google plans to keep pace with these market developments by testing a same-day grocery delivery service in two U.S. cities later this year, according to a report from Bloomberg. The service will be deployed in San Francisco and another undisclosed city.

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