omnichannel retailing

Club Clarins: a step towards the single customer view

It’s clear that brands’ current priority is uniting data. Companies are striving for the single customer view, allowing smarter marketing and increasing customer lifetime value or better mapping the customer journey.

Even in the UK, where online shopping is at it highest (compared to offline), the percentage of transactions that happen online is around 13%. That’s 87% of purchases happening somewhere in the real world.

That’s 87% of customer purchase data that brands and retailers want to capture, if they are to identify and market to all of their customers online (providing they opt in).

And, of course, there are some products bought relatively infrequently online, as a percentage of overall sales. Cosmetics is a good example.

Club Clarins is nothing new, it’s nearly two years old. But, the scheme is a simple and effective attempt to incentivise customers to hand over some purchase-history data online, after they’ve purchased a Clarins product in a department store.

I thought it was worth discussing loyalty schemes in the context of brands’ pursuit of the omnichannel grail when selling wholesale and retail.

What is omnichannel retailing and how can it improve the in-store experience?

If you’ve attended a digital marketing conference in the past six months you’ve no doubt heard at least one speaker make reference to omnichannel retailing.

And you probably weren’t alone in being confused as to how it differs from multichannel marketing.

To try and bring some clarity to the situation, I spoke to Adobe’s VP of enterprise marketing Kevin Cochrane to find out how his company is helping businesses define their omnichannel strategies, and how the in-store experience can be improved using digital technologies…

Nordstrom VP warns retailers ‘Put customers in driver’s seat, or be dead by 2020’

Last week at the conference, Jamie Nordstrom, Executive Vice President of Nordstrom, took to the stage to talk about the evolution of Nordstrom and it’s move online. Jamie Nordstrom did just about everything in his 26 years with the company. He started in the stock room and moved his way up through sales and management until he reached the top and became Executive Vice President and President of Nordstrom Direct in 2005.

In that time, Nordstrom made it’s own journey from offline to online to multichannel integration. It took time, patience and plenty of investment but it lead to Nordstrom becoming one of the best in show for retailers trying to stay ahead of the ever shifting curve of omnichannel retailing.