- Exploit the multi-million revenue concept of 'research online, buy offline' (ROBO) to build real and profitable relationships with your best customers
- Learn how to use the digitally augmented store to face challenges affecting retailers in all sectors, from high street chains, through to out of town stores
- Understand how to use artificial seasonal peaks, such as 'Black Friday' to commercial advantage
- Work out how loyal customers can create a more stable foundation for your retail business
- Discover how customer data can have an accurate impact on range decisions
Omnichannel Retail
How to build winning stores in a digital world
Understand the importance of bringing the power of digital and the omnichannel experience to everyday shopping, and learn how to deliver an instant, profitable, bricks and mortar retail solution.
Key features at a glance
EAN: 9780749484460
Edition: 1
Published:
Format: 235x159
224 pages
About the book
FINALIST: Business Book Awards 2020 - Sales and Marketing Category
According to many reports, the physical retail experience is in crisis as more and more consumers shift to internet shopping. Despite this, the majority of global purchases still happen offline, from 90% of sales in the US through to 92% of sales in the UK and 94% in China. The big change is that today's shopper seeks content and advice online before buying in store. Omnichannel Retail celebrates all the advantages of the physical shopping experience, from its sensory selection through to try-before-you buy, and its potential for providing an instant and profitable retail solution, while explaining the imperative of bringing the power of digital and an omnichannel experience to everyday shopping.
Connecting the digital customer to the physical customer, Omnichannel Retail delivers a wealth of opportunities for the bricks and mortar store, including an enhanced customer journey, effortlessly tailoring specific products to a particular customer, exploiting surge pricing, upselling lucrative products and above all, building real, and profitable, relationships with your best customers. Based on over thirty years in loyalty marketing, Tim Mason diligently addresses the challenges facing retailers, providing tangible and proven solutions to capitalize on the changing retail landscape.
About the authors
Tim Mason has over 30 years' experience within the grocery and retail industries, with a strong background in strategic marketing and customer loyalty. He was the Deputy CEO of Tesco from January 2010 to December 2012 and held a number of senior roles in the Tesco Group including CMO, where he was responsible for the launch of Clubcard and Tesco.com. He is currently CEO of Eagle Eye, an SaaS technology company, working with leading grocery chains, the casual dining sector and non-food retailers.
Miya Knights is Head of Eagle Eye Solutions with 20 years' experience as an analyst, journalist and editor, specializing in enterprise technology use in retail. She owns Retail Technology magazine, is ranked one of Vend's top 50 retail influencers and has recently appeared on the BBC, ITN and Sky News, as well as regularly speaking at or moderating industry events.
Customers live and shop digitally and physically now... but they don't see the distinction that retailers make between the two. The retailers that will win in the future will be able to seamlessly combine physical and digital experiences and marketing. Taking the disciplines of digital marketing that deliver more targeted, more scaled and more interactive messages for customers is now a must-do to create that seamless experience. Omnichannel Retail helps to address how to deliver this.
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