- Explains how to use artificial seasonal peaks, such as 'Black Friday' and 24-hour flash sales to commercial advantage
- Focuses on the role of the retailer as a recession looms amidst the rising cost of living crisis. How they can (and should) use their marketing budget to deliver value to their customers when they need it most.
- Includes case studies from Asda Rewards, Woolworths Australia, Loblaws, Southeastern Grocers, Pret a Manger: YourPret subscription
- New to this edition: additional chapters on culture and governance, marketing in the moment/context is king, the future of personalized marketing
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 with this updated new edition.
Key features at a glance
EAN: 9781398612723
Edition: 2
Published:
Format: 234x156
288 pages
About the book
An omni-approach to retail has the potential to boost through-the-door footfall, deepen levels of customer insight, improve service, enhance loyalty and ultimately drive more sales.
In today's connected and always-on world, the retail industry is under significant pressure. Digital and mobile technologies, one hour delivery apps and kerbside pickup mean many customers never step inside a bricks and mortar-sales space.
Yet digital provides myriad possibilities for physical retailers. But they need to learn how to harness the art of selling both online and offline, integrating the physical seamlessly with the digital and creating something that is flawlessly omnichannel.
Connecting the digital to the actual, Omnichannel Retail delivers a wealth of opportunities for the physical retail space. This fully updated new edition explains how to deliver personalized marketing, provide dynamic loyalty programmes and how to work with data. Featuring case studies including Pret a Manger, McDonalds, Asda, Woolworths Australia, Loblaws and Southeastern Grocers, this book provides tangible and proven examples how retailers can capitalize on the rapidly evolving tech-driven world, while enhancing their traditional channels to market.
About the authors
Tim Mason, based in London, UK, has over 30 years' experience in grocery and retail industries, specializing in strategic marketing and customer loyalty. He is CEO of Eagle Eye, an SaaS technology company.
Miya Knights, based in London, UK, has 20 years' experience as an analyst, journalist and editor, specializing in enterprise technology use in retail. She owns Retail Technology magazine and is co-author of Amazon.
Sarah Jarvis, based in London, UK, is Head of Solutions Marketing at Eagle Eye.
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