Showrooming—the practice of shoppers using retail stores to discover products they’d like to buy, then completing their purchases online where they can find better deals—is often cited as a concern of physical retailers. With an enticing mix of low prices, breadth of selection, and convenience, online retailers attract shoppers in ways that brick-and-mortar stores struggle to compete with.
We are in a time of unprecedented flux in consumer behavior, customer expectations and company business models created by technologies that simultaneously disrupts established businesses and spawns new ones. The nexus of big data and machine learning in all its forms, including predictive analytics and even neural network deep learning, are the underpinnings of well informed, highly efficient and deeply satisfying interactions that benefit both customers and business.
The news about Amazon’s “Dash” is a bold statement of omni-channel commerce – literally – creating commerce channels out of everyday objects like a magnet you stick on your fridge or washing machine. You could argue that marketing has been omni-channel for years, but what has been lacking are direct commerce call-to-actions.
The Home Depot is supporting shoppers’ omnichannel needs with several new interactive tools available across its application and mobile Web site that are designed to simplify finding and buying the right products for the lawn and garden this spring.
In 2014, Crate and Barrel, No. 77 in the Internet Retailer 2014 Top 500 Guide grew web sales 10.3% to $507.5 million from $460 million. But just as important to Crate and Barrel as growing web sales is making the most of the housewares and home furnishings retailer’s assets, including stores, to grow all facets of its e-commerce operation, says vice president of e-commerce Joan King.
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