These companies have created seamless experiences for shoppers across digital platforms and in store locations.
Omnichannel marketing can be pricey and challenging to scale but its returns are impossible to deny, particularly for some large B2C retailers who are setting records sales numbers.
The prevailing ideology is rooted in data and convenience. On the data front, marketers can determine how to effectively sell and market goods and services. On the convenience front, retailers commit to serving users with an easy shopping experience across digital channels and physical locations. At its core, omnichannel is creating a seamless experience for shoppers regardless if they are shopping online, perusing in a store, or reading printed literature.
To execute omnichannel marketing well, a business must shift its focus from maximum scale to nimble, channel-agonistic marketing and user experiences. They also need an internal structure that lets them share information across departments and quickly solve customer problems regardless of the transaction details. These businesses are leading the way in omnichannel marketing.
The luxury goods department store says it’s focusing on “more meaningful” technology projects, and accelerating efforts to sync its digital architectural platforms to help reduce costs and find efficiencies. Nordstrom invested $3 billion in capital over the last 5 years, but it also grew its top line by 50 percent in that time. Like so many retailers, the company is set up for shoppers to buy, return, or exchange goods online or in store, regardless of where they initially purchased them.
The home improvement megastore is on a roll. ECommerce sales in 2016 came in at $4.7 billion, a 25 percent increase year-over-year. Home Depot is another well-oiled company as it employs an interconnected retail strategy to drive growth. Online ordering with in-store pickup is one example of their integrations. The company also invests heavily in targeted marketing campaigns across digital, television, radio, and more. It’s also building more fulfillment centers to roll out two-day parcel shipping to most of the continental United States.
One key to Macy’s success is in implementation of RFID technology. RFID chips help accurately track and manage in-store inventory. The company’s digital properties are linked to that inventory, and it enables the company to uses its stores physical locations for customers and warehouses for online shoppers. The word is, Macy’s omnichannel strategy has allowed the company to reduce $1 billion of inventory from its stores.
The chain department store rolled out its buy online, pickup in store the same day service, among other initiatives, which has helped sales jump 4.5 percent for the fiscal year. The growth was steady across eCommerce and in-store sales.
Book a trip online or use your cell phone; technology is so interwoven into the Disney experience, you can use your phone as your room key, or to keep your vacation on track and on budget. Special tools help you capture moments with theme park characters and then seamlessly print or store them digitally.
It used to be that a great product, a great price, good customer experience, and a convenient location earned a business loyal customers. While still useful attributes, shoppers today prefer convenience in the way of choices, both with how they shop and how they prepare to make new purchases. The resulting integrations have turned a single transaction into a web of interconnected processes.