Omnichannel Retailing: Tips and Best Practices

Multi Channel Marketing (Multi Channel Strategy)
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Chloe Xu, Director, Australia
Omnichannel is a multichannel sales approach that aims to provide customers with a seamless shopping experience across all existing channels so that they will buy more. Typically omnichannel strategies focus on taking the customers online (to some web site), and use various promotions and coupons to promote this behaviour. However, little attention has been given on examining the effectiveness of such promotions. Retailers typically neglect an important variable that may impact customers’ decision on whether to shop online or in-store: the distance between their home and the nearest store. A recent research on 56,000 loyalty program members of a Chinese department store revealed that distance affects not only customer behavior, but also retailer profitability:
  • NEARBY CUSTOMERS: For customers who lived nearby, no added motivation was needed to promote a trip.
  • DISTANT ONLINE CUSTOMERS: For customers who lived farther away and had previously shopped only online, (...) Read more? Sign up for free

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