rtp omnichannel feature

8/13/2019 RTP OmniChannel Feature

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OMNICHANNELCONSUMER

Analyzing The

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Creating Omnichannel Strategies That Resonate With Todays

Empowered Consumers

New shopping channels and advanced technology

solutions have greatly impacted consumers

shopping behaviors and interactions with brands

and retailers.

In fact, recent research from the IBM Institute

for Business Value spotlighted the central role of

technology in consumers new researching and

decision-making process: 86% of respondents

indicated that they use some type of technology

when they shop.

The worldwide survey of more than 28,000

consumers, titled: Winning Over the Empowered

Consumer: Why Trust Matters, also revealed that 85%

believe they can save time shopping by using social

media recommendations to help them make purchasing decisions.

Retail industry analysts have coined these empowered, tech-savvy shoppers as

omnichannel. But while these consumers are using more channels than ever before,

they also are using more devices during the researching, browsing and consideration

phases of their buying journeys. In fact, the IBM consumer survey pinpointed that nearly

25% of shoppers use three or more technologies while shopping.

Retailers shouldnt just think about their customers going to web, to mobile, to social, to

store, said Larry Freed, President and CEO of ForeSee Results, in an interview with Retail

TouchPoints. In order to succeed, they should think about how their consumers are using

different technological devices at specic times, and for what reasons.

To ensure customer engagement and loyalty in the age of the hyper-connected, always

on consumer, everything from inventory, to pricing, offers and messaging, must be

consistent across touchpoints and relevant to each consumers unique wants

and needs.

Omnichannel consumers require seamlessness and synchronicity, explained Jonathan

Levitt, CMO of OpinionLab, a voice of the customer and feedback solution provider.

They are going to bounce back-and-forth between channels in a non-linear fashion

and retailers simply have to be prepared for that.

Retailers shouldnt

just think about their

customers going to web,

to mobile, to social,

to store. In order to

succeed, they should

think about how their

consumers are using

different technologicaldevices at specic times,

and for what reasons.

- Larry FreedForeSee Results


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Transitioning To An Omnichannel Retail Organization

Best-in-class retailers are revising their organizational structures in an effort to ensure a

seamless transition to omnichannel operations. Heidi Chapnick, CEO of Channalysis,

shared a six-step methodology the company leverages to help retailers successfully

develop and implement their strategies from the ground-up.

Chapnicks six steps to omnichannel strategy include:

1. Obtain executive engagement.Executives must understand the

business-wide need to integrate all sales and communication

channels. If that message doesnt come down from the CEO and

trickle to other areas of the business, retailers are going to have

those siloed workforces.

2. Complete a needs assessment and receive lessons in the science

of ROI.Retailers must conduct internal and external landscape

analysis, followed by a full assessment of the as is and the needs

to be environment from an analytic and a skill set perspective.

From there, retailers can prioritize their strategies and investments.

3. IT engagement modeling,in which businesses connect with the ITteam to understand top priorities for omnichannel success. This

always is key in pushing omni objectives to the forefront and

creates more disclosure between the IT side of the business and

other departments.

4. Focus on business and project planningin a phased approach.

Retailers also must focus on winning employee engagement to

ensure an efcient deployment in all areas of operation.

5. Develop marketing plansthat reect a holistic approach and an

integrated theme across all channels.

6. Customer centricity and care, driven by a 360-degree view of

each shopper.


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The Current State Of Omnichannel Strategies

More retailers are acknowledging the need to

analyze and address the omnichannel consumer.

But overall, many organizations are not evolving their

internal businesses to keep pace, according

to Chapnick.

C-level executives are saying omnichannel and

using it in their vocabulary, but they really dont

know how to truly achieve omnichannel, Chapnick

said. They dont realize that they need to change

their infrastructure and get the right skill sets in place

to obtain a single, cohesive view of all content and

commerce across all channels.

However, research uncovered by Aberdeen Group

in the report, titled: 2012 Omni-Channel Retail

Experienceindicated that retail leaders are taking

the following strategic actions to provide similar

brand experiences across all channels:

Ensure product availability across

all channels (50%);

Develop an omnichannel marketing and promotions plan (31%); and

Establish omnichannel performance metrics (25%).

Conrming the need for more consistent retail experiences, Freed added: It is no longer

efcient to leverage disparate prices, products and policies. I dont think you can

draw those lines around channels anymore because it alters the customer experience.

And since consumers have more control, satisfaction with the experiences they have

ultimately is going to drive the decisions they make. Having that consistency builds trust,

which is so important.

C-level executives are

saying omnichannel

and using it in their

vocabulary, but they

really dont know

how to truly achieve

omnichannel. They

dont realize that they

need to change their

infrastructure and get theright skill sets in place to

obtain a single, cohesive

view of all content and

commerce across

all channels.

- Heidi Chapnick

Channalysi


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Leading Retailers Embrace New Solutions

To Drive Omnichannel Success

Today it is commonplace for hyper-connected

consumers to use multiple channels and

technologies to browse and buy. Consumer

research from Googleconrmed this transition to

omnichannel processes: 90% of survey respondents

said they consulted multiple screens sequentially

to accomplish tasks, while 98% said they moved

between devices in the same day.

Retailers are acknowledging the ever-presence of these omnichannel consumers, and

their overall impact on the bottom line. A study released by Retail Systems Research

(RSR), titled: Omni-Channel 2012: Cross-Channel Comes Of Age, revealed that 38% of

retailers believe cross-channel shoppers are signicantly more protable than single-

channel shoppers.

The study noted that 79% of retailers believe that it is important for consumers to be able

to complete their shopping transactions through their channel of choice, in order to

maximize customer loyalty. Additionally, 79% thought it was imperative that they create a

single brand identity across channels.

To enable more unied and uid retail experiences across digital and physical channels,

best-in-class retailers increasingly are investing in new solutions that target specic

channels and industries, for e-Commerce sites, brick-and-mortar stores, and even for

mobile devices and social media.

38% of retailers believe

cross-channel shoppers

are signicantly more

protable than single-

channel shoppers.

- Retail Systems Research (RSR
http://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdfhttp://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdfhttp://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdfhttp://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdf


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Loehmanns Connects Online

And In-Store Channels

Since its inception in 1921, Loehmannshas strived

to make shoppers feel they are receiving one-of-a-

kind deals on designer goods. To keep pace with

competitors and better connect with omnichannel

consumers, the merchant sought to enable seamless

experiences between the web, mobile and all 40

brick-and-mortar locations nationwide.

Loehmanns successfully made this transition by

replacing complex legacy systems with an online storefront that aligned seamlessly

with the brick-and-mortar business. The new web site was launched in partnership with

ShopVisible, a cloud-based e-Commerce solution provider.

Our consumers love Loehmanns because we provide access to great fashions at

discount prices, no matter what channels they use to shop with us, said Dan Sackrowitz,

VP of e-Commerce at Loehmanns, in an interview with Retail TouchPoints. So in

essence, all our consumers virtually are omnichannel, and expect the same positive

and seamless experiences from our brand.

To enable compelling omnichannel customer interactions, the Loehmanns e-Commerce

site now features mobile and social commerce tools and capabilities, and enables

exible delivery and return options. Additionally, the CRM system is fully integrated with

the e-Commerce site, which allows Loehmanns Insider Clubloyalty program members to

access the same benets in-store and online.

Consistent communication and coordination are essential in keeping omnichannel

strategies up-to-date across the organization, Sackrowitz noted. Ongoing collaboration

helps team members ensure we give our shoppers what they want across all touch

points. Omnichannel doesnt live in one place within our organization. We work across

teams to deliver the Loehmanns brand experience that our customers expect.

Omnichannel doesnt

live in one place within

our organization. Wework across teams to

deliver the Loehmanns

brand experience that

our customers expect.

- Dan SackrowitzLoehmann
http://www.loehmanns.com/http://www.loehmanns.com/insider-club/http://www.loehmanns.com/insider-club/http://www.loehmanns.com/


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Canadian Tire Revises

Internal Processes To Meet

Omnichannel Expectations

Canadian Tirealso strived to connect the dots

across digital and physical touch points and in

turn, create more compelling and relevant brand

experiences. The big box retailer, which has been in

business for more than 90 years, currently is working

toward improving collaboration across mobile,

social, online and in-store technologies such as self-

serve kiosks, according to Rosie Riolino-Serpa, AVP of

Digital at Canadian Tire.

Were focusing on many different components

to improve the omnichannel experience, but were not going to introduce a new

strategy until its very relevant to customers, Riolino-Serpa said in an interview with Retail

TouchPoints. If an approach is not consistent across all the touch points then we wont

pursue it.

Riolino-Serpa added that because Canadian Tire has so many different divisions, the

company has to focus on corporate alignment and collaboration to guarantee all

content and campaigns are consistent across all digital channels and brick-and-mortarlocations. To that end, company team members meet regularly either bi-weekly or

monthly to ensure we have ongoing communication around omnichannel initiatives,

she explained. For example, we need to verify that all employees are trained to respond

to questions and concerns they receive across the call center, social media and email.

Moreover, Canadian Tire collects and analyzes data across channels to streamline

understanding of target customers, the products/services theyre seeking across

channels and most importantly, deliver more relevant messages across channels based

on those browsing and buying behaviors.

Our goal is to connect all data points to create cohesive customer proles and enable

those more relevant marketing messages and offers, Riolino-Serpa said. We want to

show customers that we know the life theyre living and are here to help them in any

way. For example, one area of Canada can be snowing while another area is sunny,

so we consistently have to ask ourselves how to market to all these geographic areas

effectively across all channels.

Our goal is to connect

all data points to create

cohesive customerproles and enable those

more relevant marketing

messages and offers. We

want to show customers

that we know the life

theyre living and are here

to help them in any way.

- Rosie Riolino-SerpaCanadian Tire
http://www.canadiantire.ca/http://www.canadiantire.ca/


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In addition to better personalizing offers and content

distributed online and via mobile, Canadian Tire is

honing in on integrating technology into brick-and-

mortar environments to make customer interactions

more information rich and rewarding. For example,

the retailer is considering how consumers mobile

devices, social media and in-store kiosks can add

extra value to the in-store shopping journey.

Right now were focusing on the customer

experience and how digital will empower consumers

to make more educated decisions in stores, Riolino-

Serpa stated. QR codes also will be another area of

interest and investment, largely because they are effective gateways for consumers to

obtain more detailed product information, as well as peer ratings/reviews.

Aeropostale Integrates Digital Content And The Brick-And-

Mortar Store

Loehmanns and Canadian Tire are focusing on internal processes and implementing

new technology to adapt to omnichannel trends. In a different approach, retailers

such as Aeropostalehave honed in on customer-centricity as the core of omnichannel

business decisions, and are harnessing digital tools and tactics to complement new

engagement and marketing trends.

Aeropostale team members arent fazed by buzzwords such as omnichannel,

according to Anthony McLoughlin, past Senior Director of Interactive Marketing at

Aeropostale, largely because the organization already is tightly integrated across

departments. (At press time, McLoughlin had taken a position at bebe as VP of

Interactive Marketing.)

Aeropostale doesnt really look at strategies as omnichannel, but rather, customer

rst, McLoughlin said, noting that the retailers target audience is the teen market. We

focus on catering to customers needs rather than having our shoppers follow us.

Currently, mobile is a central part of Aeropostale engagement strategies; as many as

60% of all brand emails currently are opened and read on mobile devices, McLoughlin

reported. Moreover, approximately 8% of all Aeropostale online sales and 30% of trafc

derive from smartphones, while 7% of online sales and trafc come from tablets.

Aeropostale doesnt

really look at strategies

as omnichannel, butrather, customer rst.

We focus on catering to

customers needs rather

than having our shoppers

follow us.

- Anthony McLoughlin

Aeropostale
http://www.aeropostale.com/shop/index.jsp?categoryId=3534619http://www.aeropostale.com/shop/index.jsp?categoryId=3534619


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To continuously evaluate and determine the

most effective features and capabilities to

include in the mobile strategy, Aeropostale team

members collect qualitative and quantitative

insights and analyze consumer data extensively.

We rely heavily on customer surveys,

questionnaires and focus groups to better

understand, right from their mouths, what our

shoppers are expecting, McLoughlin said.

This process helps us dene the brand and

scope of the strategy. For example, when it

comes to mobile, everyone in the organization has an opinion, but in order to make

concrete decisions, we always go back to what the teens are telling us. As a result of

data gathered, Aeropostale is focusing on rening the current iPhone app, releasing an

Android app and developing web and app strategies for tablets.

In another example, Aeropostale successfully listened and responded to shoppers by

developing a new concept store, which was unveiled at the Roosevelt Field Mall in

Garden City, Long Island, on Oct. 19, 2012. The brick-and-mortar location incorporates

four self-serve, iPad kiosks strategically placed throughout the store. Shoppers can

use these devices to build their own outts then email creations to friends, family and

themselves. The devices also can be used to browse and buy on the mobile-optimized

e-Commerce site, scan in-store bar codes to learn more about items, read reviews and

receive complementary product recommendations.

We want to be a part of the conversations our target audience has online, via mobile

devices and in stores, McLoughlin said in a previous interview with Retail TouchPoints.

We also want to create relevant brand experiences for our customers: thats the vision

at the core of this concept. To have that pertinent and emotional impact on teens, we

needed to create a strategy and use technology that allows them to engage with us

on their terms. Were not just using tactics to drive sales; were using strategies that are

consumer-centric to drive engagement and eventually create brand ambassadors.

Due to the success of the Roosevelt Field Mall location, Aeropostale is expanding

the strategy to more stores, McLoughlin explained. Now with more than 1,000 stores

nationwide, the retailer will participate in a sizable rollout. Were working on a

complete store redesign, with the tablet kiosk concept as a key component. Up to

one-third of our stores may have this technology, but right now, were determining what

locations will be most sensible from an implementation standpoint.
http://www.retailtouchpoints.com/mobile/2019-new-aeropostale-concept-store-features-mobility-and-interactivityhttp://www.retailtouchpoints.com/mobile/2019-new-aeropostale-concept-store-features-mobility-and-interactivityhttp://www.retailtouchpoints.com/mobile/2019-new-aeropostale-concept-store-features-mobility-and-interactivityhttp://www.retailtouchpoints.com/mobile/2019-new-aeropostale-concept-store-features-mobility-and-interactivity


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Staying Focused On The Customer Experience

Because shoppers now have instant

access to product descriptions, prices

and other information vital to the

browsing and buying journey, they are

becoming less loyal to brands. This means

that an effective omnichannel strategy

now is paramount to success.

Consumers are going to gravitate to

the organizations that keep catering

to them, personalizing the shopping

experience and provide them a service

based on their need of the moment, McLoughlin said. What shoppers want is choice,

service and convenience, and they want to engage in shopping in the same way the

rest of their life is being engaged using technology to make their lives effortless and

provide the perception that they are smart and on the zeitgeist of what is happening.

Sackrowitz concluded: Shoppers may be interacting with brands on new platforms, but

they still expect the same positive browsing and buying journeys from brands that they

always have demanded. As marketers, we need to make sure we remain focused on

putting the customer experience rst, whether or not we use the word omnichannel.


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About Retail TouchPoints

Retail TouchPoints is an online publishing network for retail

executives, with content focused on optimizing the customer

experience across all channels. The Retail TouchPoints network

is comprised of a weekly newsletter, special reports, web

seminars, exclusive benchmark research, an insightful editorial

blog, and a content-rich web site featuring daily news updates

and multi-media interviews at www.retailtouchpoints.com.

The Retail TouchPoints team also interacts with social media

communities via Facebook, Twitter and LinkedIn.

411 State Route 17 South,

Suite 410

Hasbrouck Heights, NJ 07604

P: 201.257.8528

F: 201.426.0181

[email protected]

About Zebra Technologies

A global leader respected for innovation and reliability, Zebra

Technologies Corporation (NASDAQ: ZBRA) offers technologies

that give a virtual voice to an organizations assets, people

and transactions, enabling organizations to unlock greater

business value. The companys extensive portfolio of marking

and printing technologies, including RFID and real-time

location solutions, illuminates mission-critical information to help

customers take smarter business actions. For more information

about Zebras solutions, visit www.zebra.com.

Zebra Technologies Corporation

333 Corporate Woods Parkway

Vernon Hills, IL 60061-3109 USA

Phone: +1 847 634 6700

Toll-Free: +1 800 268 1736
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