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Omnichannel Retail

How to Build Winning Stores in a Digital World

The retail world is now more competitive than ever and to succeed, businesses must embrace an omnichannel approach. Understand how to harness the power of the digital customer connection to provide personalized and value-driving customer experiences in this extensively updated new edition.

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EAN: 9781398612723

Edition: 2

Published: 03 Sept 2023

Format: 235 x 155

256 pages

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About the book

The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition.

To win, retailers today have to learn how to serve customers equally well both on and offline. This means integrating the physical seamlessly with the digital and creating something that is flawlessly omnichannel as, more than ever, customers are seeking convenient, personalized and unified shopping experiences, regardless of when or where they choose to engage. An omnichannel approach to retail delivers the potential to boost footfall, enhance customer insight, improve service, grow loyalty and ultimately drive sales.

Omnichannel Retail serves as a practical guide for businesses on how they can better serve customers to fuel their growth by harnessing the opportunity that being digitally enabled and data-driven brings. This fully updated new edition explains how to build engaging loyalty schemes, deliver personalized marketing and how to maximize the power of customer data. Featuring case studies from omnichannel leaders worldwide such as Asda, Woolworths Australia, Target and Pret A Manger, this book provides tangible and proven examples of how retailers can capitalize on the opportunity that our hyper-connected and always-on world presents.

About the authors

Tim Mason, based in London, UK, has over 30 years' experience in the grocery and retail industries, specializing in customer loyalty and strategic marketing. He is CEO of Eagle Eye, a SaaS technology company specializing in delivering omnichannel personalization at scale.

Sarah Jarvis, based in London, UK, has over 15 years' experience as a retail marketing leader in the loyalty industry. She has worked with some of the world's largest retailers to help them drive profitable growth by prioritizing the customer in their decision-making processes. She is the Communications and Propositions Director at Eagle Eye.

Tim Mason

Sarah Jarvis

- Chapter - 00: Introduction;
- Chapter - 01: The digital imperative;
- Chapter - 02: Analogue learnings;
- Chapter - 03: Is loyalty dead?;
- Chapter - 04: The fundamentals of loyalty;
- Chapter - 05: Data-based retailing;
- Chapter - 06: The power of personalization;
- Chapter - 07: ‘Near me’ – the importance of place;
- Chapter - 08: The digitally augmented store;
- Chapter - 09: Mobile makeover;
- Chapter - 10: Marketing in the moment;
- Chapter - 11: Monetizing the customer connection;
- Chapter - 12: The culture of loyalty;
- Chapter - 13: Lessons learnt;

Reviews

Charlotte Lock, Partner & Customer Director, John Lewis & Pan Partnership

The second edition of Omnichannel Retail is a ginger shot of retail marketing genius - packed full of concentrated advice and case-studies, it is utterly stimulating. I read it in one sitting and emerged fizzing with reinvigorated energy and ideas to boost our omnichannel strategy.

Max Savransky, Customer Loyalty Expert, Loyalty & Reward Co

Omnichannel Retail clearly articulates how to bridge the online and offline gap by utilizing best practice digital marketing, data and loyalty approaches. A must read from one of the original pioneers of retail loyalty.

Paula Thomas, Founder and CEO, Let’s Talk Loyalty

There are very few people who have truly dedicated their entire professional lives to customer loyalty, but Tim Mason has done exactly that.
His legendary expertise spans the online and offline worlds, giving him a unique perspective and expertise on the challenges and opportunities that omnichannel retail requires.
In this insightful book, Tim and his co-author Sarah Jarvis make a compelling case for the power of culture, communications and connection, both online and offline, as tools that drive success, with clear and practical examples that make this book essential reading for every ambitious retailer in today's digital world.

Matt McLellan, VP Customer Planning and Proposition, Asda

In the omnichannel world we live in, it's so easy for retailers to get lost in the jargon and the technology and lose sight of what really matters - understanding and serving your customers better. This book reminds us that customer-first thinking is more important than ever and is packed full of advice and case studies for building relevant, meaningful digital connections with your customers.

Adam Posner, Founder, The Point of Loyalty

This book looks to highlight the real value of knowing your customers and the insights into realizing how powerful your customers are to the growth of your business. If you believe customers can be the spokes in your wheel of fortune, then read this book (especially the chapters on loyalty!).

Juan Mendoza, CEO and Editor-in-Chief, The Martech Weekly

The whole idea of Omnichannel has never sat right with me. Pushed by tech vendors and consultants, the concept of Omnichannel has contorted into a confusing buzzword that creates unrealistic expectations for marketing leaders. Yet, the second edition of Omnichannel Retail gives us a fresh, and perhaps better approach to the concept. This revised edition could not come at a better time for retail leaders as brands have to respond to out-of-control cost of living challenges, a post-Covid-19 world and increased digital expectations from consumers. In Omnichannel Retail, Tim Mason and Sarah Jarvis have delivered a vision for what this confounding word should represent that I can finally get behind.

Mike Giambattista, Founder and CEO, TheCustomer

Tim Mason is a pioneer in the world of enterprise customer engagement - a genuine icon. And while you have to credit him for the incomparable work he has done for the brands he's worked on over the years and how he has advanced the thinking and awareness of the critical human factors that underpin this industry, that's not why you should read this book. Read this book because Tim provides retailers with strategies and tactics that are not only practical but are actionable right now and which (unlike so many other current books in this genre) actually help to move the needle! Tim Mason has done it again!

Sheila Hooper, Former Director of Performance, Barclays Retail

In the latest edition of Omnichannel Retail, Tim shares his invaluable, hard-won experience and learning from establishing Clubcard to innovative digital and insight-driven marketing that Eagle Eye deliver. He brings it bang up to date with the latest on loyalty fundamentals, personalisation, AI and machine learning. It's not all data magic wizardry, most importantly, Tim describes the 'non-negotiable' of kind and humane culture for the people who work for an organisation in its sustainable success.
Tim never shies from the realities of creating, building and keeping loyal customers and colleagues, it's hard work and requires relentless focus but if you follow this priceless 'how to' you are increasing your odds of getting close and staying close to customers and growing your brand.

David Potts, Group Chief Executive of Morrisons

Omnichannel Retail brings to life Tim Mason's unrivalled sense of customers the world over and how their lives are changing. It draws out his life-long retail experiences and his instinct for growth and is a must-read for all thoughtful and sustainable retailers.

Seán Meehan, Professor of Marketing and Management & Dean of Faculty IMD

Brilliant, and for retailers, most welcome! Omnichannel Retail nails its value proposition. Tim Mason, in providing a comprehensive and highly practical guide to harnessing digital technologies, urges retailers to rethink brand, upgrade customer experience, deliver loyalty and (for most) regain profitability. He provides an exciting vision for the role of retail in the 21st century.

Rob Hattrell, Head of Digital, TDR Capital

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 effortlessly 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 now is a must-do to create that seamless experience. Omnichannel Retail helps to address how to deliver this.

Andrew Higginson, Chairman, JD Sports

I worked alongside Tim Mason for 15 years and he is the best marketer I have ever worked with. Whilst success has many fathers, Tim can genuinely lay claim to many of the customer initiatives that drove the growth of Tesco over a remarkable 20 plus years. This book brings all that customer knowledge and focus to life for the digital age.

Matt Atkinson, Non-Executive Chair, UNiDAYS

Since the last edition, 4 years have flown by and a lot has changed. The principles outlined in the first edition of Tim's excellent book have not only accelerated, but they have been enhanced in this new edition. By reading this book, you'll learn from a real master in the of the art and science of marketing. Tim and Sarah have captured brilliantly new and improved ways of winning in the connected world. Omnichannel Retail shows how to blend customer understanding, data and technology into a winning mixture. Tim proves that his innovative mindset keeps adapting and evolving to keep finding ways to compete. A good lesson for us all. Worth the read.

The second edition of Omnichannel Retail is a ginger shot of retail marketing genius - packed full of concentrated advice and case-studies, it is utterly stimulating. I read it in one sitting and emerged fizzing with reinvigorated energy and ideas to boost our omnichannel strategy.
Charlotte Lock, Partner & Customer Director, John Lewis & Pan Partnership

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