Omni-Channel Retail & What We're Reading this Week

Sep, 25 2015

marketing-puzzle

 

Omni-channel Retail

According to Abheek Singhi, senior partner and director, Asia Pacific leader –consumer and retail practice, The Boston Consulting Group, online and e-commerce with varying digital density along with omni-channel are straining traditional business models in retailing. “Moreover, with consumer companies selling directly via offline and online tools, value chains are also getting disrupted,” he said.

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.

The consumer journey to make a purchase has evolved (and continues to do so) rapidly. There used to be a time when buying only happened in the brick-and-mortar stores and, in the early days of ecommerce, on our personal computers. That type of buying still happens today, however now, people tend to use many different channels and devices in a single purchase cycle. Plus, to make things even more complex, additional channels are added on an ongoing basis.


Back in the day, omni-channel marketing was really easy. It was a simpler time when people didn’t have “nomophobia” (google it), and the number of channels marketers had to interact with consumers on was limited. But today’s screen-addicted, always scrolling, peer review-obeying consumers have pushed advertising and marketing into a digital explosion of touch-points. The fall-out of that digital explosion is what’s now known as “omni-channel marketing” or, in other words, being quite literally everywhere your consumers is.

In today’s retail environment, digital touchpoints serve as the “connective tissue” between Web sites, bricks-and-mortar storefronts, inventory and the consumer, according to a new report by L2.

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