Archive for October, 2015

Omnichannel Shoppers Rank their Druthers

the omnichannel opportunity is unrealized…significant gaps exist between what shoppers expect and what retailers are currently delivering…well heeled retailers are making the necessary and right investments to allow shoppers to easily shift channels, but the promise of omnichannel has not been fully realized.

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Winning holiday shoppers from Amazon means offering low prices and free shipping

This year we are seeing confident consumers who know how to use their smartphone to be an informed and efficient shopper across all available channels

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Digital Consumers “At Least Two Years” Ahead of Retailers

Retailers are having a difficult time keeping up with the technology adoption rate by consumers.

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Holiday Shoppers Head to Store, Phone in Hand

Most shoppers (62%) will make a purchase as a results of a notification or offer sent to their mobile device while in a store

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Webinar

Hitting the High Notes: Learn What Consumers and Retailers are Expecting This Holiday

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Description:

Retailers understand both the opportunity and the urgency that comes with the 4th Quarter. While sales volume is always unprecedented, consumers have more choice than ever before. Survival depends on being able to strum the right chords and hit the high notes in order that your brand meets desired selection criteria and to get picked as a favored retailer.

Reflections from this year’s robust research study, sponsored by MarketLive, center around the shopper. Heightened expectations are seen from a convenience and logistics point of view in order to compete as same day delivery and overnight options become the new normal. Mobile matters more than ever where stronger user experiences and better access via inventory transparency find smartphones serving as the connector to the physical store. The store experience continues to evolve as shoppers connect prior to and during store visits to gather information, price compare and purchase based on an ever-changing set of needs. Social has certainly made strides as 1 in 4 shoppers report making a purchase via this channel.

Engaging the shopper requires a unique ability to merchandise smart, present sophisticated gifting scenarios, while always maintaining superior service standards. Omnichannel access is an expectation for brick and mortar retailers and one that can serve as a point of differentiation in a world where our research indicates that the majority of shoppers will spend at least ¼ of their holiday budget with Amazon.

Research Objective and Methodology

Gain the consumer perspective regarding gift buying behavior, store selection criteria, the impact of mobile from a purchasing and store traffic perspective along with social’s evolving role in shopping

1,027 consumers completed an online questionnaire in September 2015

  • 51% female/49% male
  • Shopped online 4 or more times in the past year spending $250 or more
  • 100% owned a smartphone

Highlights

To elevate your holiday selling, the e-tailing group in conjunction with MarketLive shares the highlights from our 7th Annual Holiday Research study. After an extensive review of sites and selling techniques we ultimately selected 25 notes that retailers should attempt to hit to optimize your holiday season. Our focus is on 5 key areas.

A. Get Picked: Survival of the Fittest
B. Ready the Channels
C. Circle the Critical Holidays
D. Winning Gifting Tactics are Mandatory to Make the Numbers
E. High Notes to Sing Holiday Sales

Webinar

Retail Advertising Report Card

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Description:

Is Your Digital Marketing Making The Grade? These days, everyone is an omnichannel consumer. They shop in stores, online and on our phones, gathering information across multiple channels before making a purchase.

But even as marketers respond by pouring money into digital channels, they continue to earn poor grades from potential customers.

To score high with omnichannel consumers, marketers must find a way to stay connected to and speak consistently to them as they journey across channels.

Research Objective and Methodology

Surveyed 1000 consumers (50% female, 50% male) in April, 2015. All participants owned smartphones, spent at least $250 online, made online purchases at least 4 times a year, and completed a 25-question survey.

Highlights

  • Tie online behavior to offline results
  • Master the new fundamentals
  • Accurately link digital behavior to offline activity
  • Pass the marketing speed test
  • Mobile matters
  • Score high with customer-relevant marketing

Service With A Smile And A Touch Of Technology

Posted on October 9th, 2015 by

Heightened Shopper Expectations Force Organizational Adjustments
Heightened shopper expectations are forcing stores to transform their identities, thinking and in-store endeavors. While initially some industry pundits and retailers themselves perceived stores to be a liability, they are today at the core of one’s omnichannel vision. Retailers must make important choices about the services they offer, the underpinning technology that supports shopper needs, as well the technology that will be utilized in the stores to provide superior shopping experiences. The role of the associate has also changed and shoppers welcome a more informed associate where cultures and training must now be put in place to meet the demanding needs of their dynamic customers.

This will not be accomplished overnight, but rather something that will take place over a longer span of time. Success will be predicated on an organization that is strategic in its thinking, having both a clear understanding of their brand and respective customer bases. The only certainty is that this is a work in progress that requires time and the perseverance to create cultures and infrastructures that can fully realize omnichannel’s potential.

Self Service Is the Shopper’s Preference

The e-tailing group, with sponsorship from B2C Partners, recently conducted a survey of 1106 shoppers. When asked about in-store service preferences, 84% indicated that self-service would be their approach of choice.

Not surprisingly, 56% were honest reflecting that while they prefer self-service, they sometimes find themselves needing help. Retailers should pay particular attention to these numbers as shoppers simply can’t solve all of these problems on their own. The survey’s only open-ended question gave shoppers a chance to speak to both positive and negative omnichannel experiences. Many of the positive comments included reference to visiting a store and making a better shopping decision with the help of an informed sales associate. Three are cited below:

  • “Cabelas has a very helpful staff when you have trouble deciding between products that you’re not knowledgeable about.”
  • “I used the web to research what retailers had the items and at what prices, also to review features, then when I went to the store, I had pretty good idea as to what I wanted to buy, but the sales associate did help me in the final decision.”
  • “I ordered some camping equipment through REI.com and picked up in the store to get first hand instruction from an associate and the combined ease of ordering and picking up with in-person instruction was phenomenal.”

It is a balancing act where both self-service in-store tools coupled with well trained and supportive associates should be available to support a variety of consumer concerns.

Associate Interactions Elevated

Having spent over a decade working in retail prior to moving into ecommerce in the early nineties, the universal perception of retail service was on the decline, particularly as ecommerce began to make inroads into store sales numbers. It was with frustration that we watched the in-store shopping experience spiral in a downward trend. It’s ironic that it would be mobile and the customer’s omnichannel journey that pushed savvy retailers to upgrade their service. Sales associates from Target to Walgreens now inquire if one has found everything they need and big box players appear to understand that the associate is more than someone who could check out a customer. Shoppers seeking inventory transparency need help checking for inventory across the enterprise. Those consumers seeking to find the lowest price need associates armed with scanners to ensure they consummate the sale in-store and not at Amazon. Some retailers are adopting tablets to enhance the shopping experience so its effective usage among associates is now a requirement. Consumers are asking more questions than ever about products, their locations at retail and how to use the new devices that are becoming more readily available at retail. While associates can help solve some of the problems, their performance can go a long way to fostering relationships with shoppers. While it would be ideal to have associates involved in every customer visit, the economics suggest that technology will play an even greater role than ever before.

To read the full report, visit this page.

Let me tell you what I want

The more I can control what retailers do based on my interests, the better I believe my shopping experience will be.

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Marketers Are Struggling to Keep Up Customer Expectations: Here’s Proff

e-tailing group’s 7th Annual Consumer Personalization Survey found that 52% of consumers believe most online retailers can recognize them as the same person across devices and personalize their experience accordingly.

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Podcast

Omnichannel Clout

Heightened shopper expectations are forcing stores to transform their identities, thinking and in-store endeavors. While initially some industry pundits and retailers themselves perceived stores to be a liability, they are today at the core of one’s omnichannel vision.

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