What we're reading this week: Omni-channel, eCommerce, and the Future of Malls

Sep, 11 2015

Screen Shot 2015-06-19 at 10.18.57 AMOmni-Channel, eCommerce, and the Future of Malls

CRM has become sales process optimization or automation software. Companies looking to leverage customer data for other reasons find themselves in a lurch. For many large enterprises CRM is the place where data gets dumped. With the repeated dumping of data, many large companies find their customer data unusable.

As both sellers and customers, we know buying is no longer as simple as heading to the supermarket or a brick-and-mortar store a few blocks away. We buy online, using a plethora of devices—desktops, laptops, smart phones, tablets, and newer to the market, wearables. Buying doesn’t happen in one place anymore. While this fact presents new channels for marketers to use in reaching their customers, it also creates a tremendous challenge: Designing a seamless and consistent experience across all devices and channels customers use to interact with their brands.
Today, buyers are connecting with brands on their websites, on social media, through events and retail locations, watching videos, and so much more that it’s becoming hard to track exactly when or where a customer enters the buying cycle. As a result, marketers are under mounting pressure to better understand how they connect with their customers, where they connect with them, and what the best content strategy is on each platform.

Your website is the face of your business to your customers, yet the news is full of customer-impacting software glitches that seriously damage that relationship, hurt company revenues, or both! Let’s explain how you can avoid all of that, and keep your e-commerce sites functioning like they should.

Customer experience is the new battleground and an important differentiator for brands. The customer experience doesn't start and stop at your owned brand destinations (e.g., in-store, website, or mobile). It continues on social channels, where you have no control on what's shared. Customers post reviews, contact brands directly on social, and broadcast issues in status updates.

Malls are a life force of American retail, if not the life force. Everybody has one near their suburban home, and a lot of us consider it the best—if not the only—place to pick up new wardrobes. Most malls are anchored by department stores like Nordstrom, Lord & Taylor, and Neiman Marcus. The smaller stores are sprinkled betwixt them to create the living organism known as the mall.

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