Omnichannel Retailing: Tips and Best Practices


 
Multi Channel Marketing (Multi Channel Strategy) > Forum

In the forum section you will find recent discussions within this knowledge area.


Omnichannel Retailing: Tips and Best Practices
Chloe Xu, Australia, Premium Member
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 s...Sign up
 

   
Special Interest Group Leader

Interested? Sign up for free.


Multi Channel Marketing (Multi Channel Strategy)
Summary
Forum
Best Practices
Expert Tips

Resources

 



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2019 12manage - The Executive Fast Track. V15.0 - Last updated: 24-4-2019. All names ™ of their owners.