Omnichannel Retail: How to build winning stores in a digital world

Front Cover
Kogan Page Publishers, Apr 3, 2019 - Business & Economics - 224 pages

According to many reports, the physical retail experience is in crisis as more and more consumers shift to internet shopping. Despite this, the majority of global purchases still happen offline, from 90% of sales in the US through to 92% of sales in the UK and 94% in China. The big change is that today's shopper seeks content and advice online before buying in store. Omnichannel Retail celebrates all the advantages of the physical shopping experience, from its sensory selection through to try-before-you buy, and its potential for providing an instant and profitable retail solution, while explaining the imperative of bringing the power of digital and an omnichannel experience to everyday shopping.

Connecting the digital customer to the physical customer, Omnichannel Retail delivers a wealth of opportunities for the bricks and mortar store, including an enhanced customer journey, effortlessly tailoring specific products to a particular customer, exploiting surge pricing, upselling lucrative products and above all, building real, and profitable, relationships with your best customers. Based on over thirty years in loyalty marketing, Tim Mason diligently addresses the challenges facing retailers, providing tangible and proven solutions to capitalize on the changing retail landscape.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Introduction
1
01 The digital imperative
5
02 Analogue learnings
25
03 Loyalty is dead
45
04 Your location in the physical world
63
05 The digitally augmented store
81
06 Mobile makeover
101
07 Databased retailing
123
08 Performance marketing
141
09 The importance of ecommerce
159
10 New media new content
177
Lessons learned
195
Index
197
Copyright

Common terms and phrases

About the author (2019)

Tim Mason has over 30 years' experience within the grocery and retail industries, with a strong background in strategic marketing and customer loyalty. He was the Deputy CEO of Tesco from January 2010 to December 2012 and held a number of senior roles in the Tesco Group including CMO, where he was responsible for the launch of Clubcard and Tesco.com. He is currently CEO of Eagle Eye, an SaaS technology company, working with leading grocery chains, the casual dining sector and non-food retailers.

Miya Knights is Head of Eagle Eye Solutions with 20 years' experience as an analyst, journalist and editor, specializing in enterprise technology use in retail. She owns Retail Technology magazine, is ranked one of Vend's top 50 retail influencers and has recently appeared on the BBC, ITN and Sky News, as well as regularly speaking at or moderating industry events.

Bibliographic information