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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.

Target Plans To Cut Thousands Of Jobs, Save $2 Billion During Business Transformation

At a meeting with investors, Target Chairman and CEO Brian Cornell and his leadership team revealed a new vision designed to transform business operations and consumers' perception of the brand.

Over the next two years, Target plans to save $2 billion by improving technology and processes; streamlining supply chain and sourcing efficiencies; and restructuring the corporate workforce through significant job cuts.

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The Resurgence Of The Store

In 2008, retailers were faced with the Great Recession, which forced consumers to spend less and be savvier about when, where and how they shop. Then in 2012, the emergence of showrooming hit retailers, which threatened brick-and-mortar businesses and encouraged consumers to find better deals from Amazon and other online pureplays.

Now, in 2015, the retail industry is facing another moment of flux: Rather than viewing the store as a weak target, it instead is becoming a key differentiator for retailers across categories.

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Belk Draws 1.1 Million Sweepstakes Entries With Santa Baby Campaign

During the 2014 holiday season, southern lifestyle retailer Belk held the Santa Baby Sweepstakes, which was designed to spread holiday cheer and encourage consumers to engage with the retailer across channels.

Developed in partnership with HelloWorld, the campaign drew 1.1 million sweepstakes entries. Belk also saw 233,500 registrations stemming from various activities, such as creating personalized eCards, sharing the sweepstakes microsite on social media and following the retailer on Instagram and Twitter.

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Getting Back To Customer Service Basics In A Digitally Connected Era

FEAT Omni Service imageFor as long as retail has existed, so has customer service. One would argue that the two go hand-in-hand, and that a retailer cannot continue to exist — let alone excel — without exemplary customer service.  

But throughout the past decade, the world has become far more complex, with consumers referring to myriad devices and resources throughout their unique shopping experiences. In turn, these savvy shoppers, who retailers now profile as "omnichannel consumers," are expecting more out of service experiences — from initial engagement with a brand or retailer to post-purchase interactions.

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Starmount Customer Engagement Suite Helps Link Digital And Physical Retail Experiences

SS Starmount Image 1Shoppers today are seeking seamless, omnichannel experiences. In order to create more personalized and comprehensive shopping journeys, retailers are focused on integrating in-store and online channels.

Starmount introduced the Customer Engagement Suite, an enterprise solution consisting of three integrated applications: Engage, Enact and Connect. Engage enables associates to conduct personalized selling to combine the in-store and online experiences. Enact is designed to simplify day-to-day store operations such as employee management, security and store configuration. Connect carries customer, product and inventory data from enterprise systems and the web into the store to support all facets of omnichannel commerce.

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Woodman’s Foods Taps Birdzi To Personalize Offers Across Channels

woodmans storefrontWoodman’s Foods, an independent and employee-owned grocery retailer, will roll out the Birdzi Shopper Engagement platform to all 15 of its stores in 2015. The retailer, which operates under the brand name Woodman’s Markets, will use the platform to personalize offers for consumers using their desktops and mobile devices. In addition to the rollout, Woodman’s has joined the Birdzi Personiphi Network.

With the platform, Woodman’s Foods can offer shopper enrollment and shopper ID capabilities so consumers can receive customized savings without an ID card.

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Kohl's: Aiming To Be 'The Most Engaging Retailer In America'

Kohls head shotIn this exclusive interview, Janet Schalk, EVP and CIO of Kohl's, shares insights into the retailer's latest technology implementations related to an overall omnichannel focus.

"We've been on a journey to make sure we're doing what we can to be relevant," Schalk told Retail TouchPoints. "Our goal is to have the customer experience be easy regardless of the channel. We are investing heavily in technology. We have invested more than $1 billion over the past three years and we will continue the pace."

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As Macy's Executive Team Changes, Bluemercury Acquisition Boosts Financial Predictions

Macy's is predicting financial results for the 2014 fiscal year to fall between $4.35 and $4.37 per diluted share, higher than the retailer's initial expectations of $4.25 and $4.35 per share.

This estimate does not include approximately $110 million that is designated for merchandising and marketing restructuring, as well as store and field adjustments and store closings, among other tasks.

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Staples Buys Office Depot For $6.3 Billion

Office Depot-StaplesUPDATE: On Feb. 4, 2015, the Associated Press confirmed that Staples will buy Office Depot for $6.3 billion. Through the cash-and-stock deal, all Office Depot shareholders will receive $7.25 per share in cash. At closing, Staples also will give shareholders 0.2188 of its shares for each Office Depot share. The deal is expected to close by the end of 2015. 

Below is 
Retail TouchPoints' original coverage of the deal, which was published on Feb. 3, 2015. 

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Lululemon Athletica Founder Steps Down From Board Of Directors

Chip-Wilson-of-Lulumon-head-shot 124731Founder of lulemon athletica, Chip Wilson, has announced that he is leaving the board of directors since the company is now "back on track" with a solid management team, according to Reuters.

"I believe that now is the right time to step away from the board," Wilson said in a statement on Monday. "I now believe the company has returned to the core values that made it great."

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J. Hilburn Brings Personalization To The Store With NYC Pop-Ups

Menswear brand J. Hilburn is focused on optimizing the art of personalization. With more than 3,400 "stylists" nationwide, J. Hilburn relies on this network to generate brand awareness, build a strong clientele and sell a vast assortment of apparel.

But that doesn't mean the stylists do the lion's share of marketing. Quite the contrary: J. Hilburn is poised to address challenges associated with engaging and marketing to current and potential stylists, as well as engaging shoppers. To address these two significantly different marketing goals, the brand has adopted a variety of physical retail strategies, including trunk shows, showrooms and most recently, pop-up shops.

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Data-Driven Personalization Drives Advanced Pricing Strategies

FEAT Pricing imageAt the height of the Great Recession in 2008, consumers became more price-conscious, focusing first and foremost on getting the most value for their dollar.

Despite a more positive economic outlook today, shoppers are still looking for the best deal. Retail Systems Research (RSR) confirmed this point in a 2014 survey of more than 5,000 U.S. consumers: Many consumers (41%) just enjoy the thrill of finding the best deals.

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