multichannel retail

marketing landscape online offline

The Offline / Online Marketing Landscape

If there’s one thing I’ve learned this year it is this: share a vaguely useful colourful chart on social media channels, and your ship will come in.

With that in mind, I have created yet another visualisation, this time dedicated to multichannel marketing

There are so many different ways of reaching customers these days, and I wanted to provide a really straightforward overview of some of the most important routes to market. 

So without further ado, here’s the chart. Click on the image to see a bigger version…

Why apps, iPads and iBeacons are key to Cloggs’ move to offline retail

The death of the high street has been pronounced many times in recent years, normally after another major retailer has fallen into administration.

However there are occasional signs that offline retail can survive as long as it adapts to face its new reality.

After many years as a pureplay online retailer, Cloggs is seeking to expand its business by establishing high street stores in towns across the UK.

It began with a boutique store in Shrewsbury in December 2013 and will open another shop in York before the end of this year. The plan is to open as many as four new shops in the first half of 2015.

To find out more about Cloggs’ multichannel strategy I spoke to managing director Chris Thomas…

Does Harvey Nichols’ new site match up to its luxury reputation?

Harvey Nichols has launched a new website that seeks to reinforce its status as a luxury multichannel retailer.

The relaunch includes a new mobile site and additional features such as a ‘Click & Try’ service and real-time stock levels.

Rather than carry out a full review of the new Harvey Nichols site, I thought it would be useful to highlight a few of the new features.

In the past we’ve come across a number of high-end brands that are severely let down by the online customer experience, so have Harvey Nichols and development agency Ampersand Commerce managed to get it right?

Read onto find out, or for more information check out our blog posts looking at 17 luxury brands with poor web user experience or how Mulberry’s new responsive site shows luxury brands how to do UX.

Why mobile is key to an effective multichannel strategy

Mobile is often cited as the glue that holds together the multichannel experience as the technology is able to bridge the gap between in-store and online channels.

And it tends to be the retailers that were quick to embrace mobile technologies – such as local search or a mobile optimised site – that have continued to thrive and stay in tune with consumer behaviours.

For example, the new Econsultancy Multichannel Retail Survey shows that 44% of smartphone owners have used their mobile to find details about a retailer (e.g. nearest outlet or opening times), up from 32% in 2012.

But as we’ve previously seen, many businesses are failing to take advantage of the opportunities afforded by the increase in mobile search.

Multichannel shopper stats 2012: the UK and US compared

Last month Econsultancy surveyed 1,000 consumers in the UK and 1,000 in the US to investigate attitudes to multichannel shopping and service.

The Multichannel Retail Survey, which accompanies our How the Internet can Save the High Street report, was a repeat of a study we ran last year and underlines the fact that attitudes to shopping are changing.

We have already blogged some of the results, which found that 32% of UK consumers have made a purchase using their mobile, and you can read results from the 2011 survey here.

Here is a summary of some of the other findings from the 2012 survey, which was compiled using TolunaQuick

25% of UK consumers have made a purchase using their mobile

There’s no denying it, we are living in a multichannel retail world where consumers expect to be able to purchase from retailers using a number of different online and offline methods.

Our new Multichannel Retail Survey, which accompanies our How the Internet can Save the High Street report,  shows that 87% and 85% of respondents in the UK and US respectively sometimes or always see the ability to purchase from a retailer from different channels as important.

Mobile is a significant part of an effective multichannel strategy as it gives retailers the ability to join up their offline and online strategies. It is by no means a perfect solution yet, but most major retailers have begun to experiment with mobile as part of their in-store shopping experience.

As part of our new report – which surveyed 1,000 consumers in the UK and 1,000 consumers in the US using TolunaQuick – we asked respondents several questions about their use of mobile while shopping.

US retailers need to up their multichannel game: report

There’s a lot of talk about multichannel retail at the moment, and on the surface, most of the largest retailers in the U.S. seem to ‘get it’.

But that might not be the case according to Gartner’s newly released Multichannel Forecast for the US and the UK report. In fact, providing a seamless, consistent multichannel experience “business as usualhas retailers in the US “struggling” it says.

Online holiday shopping season off to strong start: report

Cyber Monday may be today, but many of the major retailers in the United States, eager to start the holiday shopping season strong, brought their sales online for Black Friday last week.

According to comScore, it worked: more than 50m Americans visited ecommerce websites on Friday, spending $816m, 26% more than they did in 2010. What’s more: thanks to Thanksgiving Day sales, retailers sold $479m worth of stuff last Thursday, 18% more than they sold the year prior.